Has high-end rum finally found its footing? – Category Intel

Brand owners report “a decisive shift” in the way consumers perceive the rum categoryConsumers are “trading up as standard” and this is driving value growthRum is now seen as a serious sipping spirit alongside cognac and whisky/whiskeyEurope and the US remain crucial markets, with Mexico, China and global travel retail among those highlighted as offering opportunitiesThe US is the top global market for rum, followed by the UK, Germany, France and Australia.Climate volatility is a pressing concern, particularly for rhum agricole brandsThe need for consumer education remains, e