Rum fever – How ‘complexity and diversity’ are creating consumer interest worldwide – Category Intel

Always the life and soul of the party, rum has made no secret of its desire to mingle with the more serious crowd rather than just be known as the ultimate mixing guest - and it looks like the category's invitation to the top table may have finally arrived.IWSR puts total global rum value in 2023 at US$18.8bn, with ultra-premium-and-above accounting for less than 0.5% of volumes and 3% of value. Nonetheless, IWSR predicts that between 2021 and 2026, premium-plus volumes will climb by a CAGR of 6%, with value increasing by a CAGR of 6.5%. It’s little surprise, then, that independent