Brand owners bet on rum’s ‘joyful discovery’ to stay afloat in Europe – Category Intel

Rum’s diversity makes generalisations about its current fortunes in Europe difficult - but premium-and-above iterations tend to be the strongest performersWhile mature Western and Northern European countries remain important, more dynamic trends are observed in Central, Eastern and Southern European marketsThe on-premise remains vital to rum, with brand owners aiming to help struggling venues with cost-cutting large formats, as well as other channel-specific initiativesRum faces competition from agave-based spirits, but brand owners are keen to highlight the attributes that are common across