Global market review of international rum – forecasts to 2011
Global market review of international rum – forecasts to 2011 : For decades, Scotch whisky and Cognac have dominated the world markets for premium spirits. However, in recent years, this near duopoly on premium consumption has been broken. In Mexico, super-premium Tequilas have become an alternative at most celebrations, and in the US and Russia the explosion of super-premium vodkas shows no signs of slowing. There are now also signs that aged golden rums are beginning to take sales from Scotch and Cognac across a number of markets. Its progress is most marked in Spain, followed by Italy, but there is also evidence of growth in the US, UK, Germany and France.
The reasons for these improving fortunes are varied but tend to come down to a number of factors. Rums have more exotic associations than Scotch or Cognac for younger drinkers, and growth has also been underpinned by the popularity of Latino culture in many markets.
Despite all these inherent advantages, there is little doubt that, relatively, rum has lagged behind other categories in terms of both internationalisation (with Bacardi being the exception) and premiumisation. The principal reason for this lies with the industry structure. For many years, rum was a cottage industry, dominated by Caribbean or Central American producers. Few had either the resources or vision to challenge Bacardi. However, the entry of the major multinationals in recent years is providing greater focus and investment in the category. They are providing much-needed investment and distribution clout.
This new report, the first global market review of international rum, indicates how the market has developed, and includes information on growth trends and leading brands, with forecasts to 2011. Exclusive comments from top industry executives provide an insight into the market from an insider's point of view, helping you to understand your competitors, and how they maintain their positions as major international players.
Chapter 1, Sector Review: This chapter looks at the history and product characteristics of rum, plus flavour developments and the emergence of a premium tier in the rum market.
Chapter 2, Rejuvenated Bacardi: Bacardi continues to dominate the rum category to an extent seen in few other spirits categories. Find out more in this interview with Bacardi Rum's senior global brand director, Robert Furniss-Roe.
Chapter 3, Havana Club dances to the Cuban beat: Havana Club International general manager Philippe Coutin talks about the joint venture between Cuba Ron SA and French drinks giant Pernod Ricard.
Chapter 4, Appleton puts its faith in premium sector: Jamaica's Wray & Nephew is leading rum's charge up-market with its aged Appleton Estate rum line. According to this interview with David McConnell, general manager for Appleton's International Division in Kingston, Jamaica,"The global premium spirits market is hot, and the aged rum sector is one of the hottest sectors in the spirits industry."
Chapter 5, New era at Cruzan: The Cruzan rum brand in currently in the throes of transformation following its acquisition from Todhunter by Sweden-based V&S Group in 2005. Cruzan brand director Mathias Westphal says: "Right now, Cruzan has a very compelling and competitive line-up."
Chapter 6, Mount gay hoists the sails: Jean-Myrtil Laurent, Remy Cointreau's international marketing director, spirits category, talks about the progress of the brand.
Chapter 7, Historic Matusalem brand set to rebuild: Matusalem & Co, first introduced in 1872 was re-introduced to the global market in 2002, Claudio Alvarez, president and CEO of Matusalem & Co, says that the taste and smoothness will attract many current rum drinkers, and convert new ones among vodka and whisky drinkers.
Chapter 8, Flor de Caña targets duty free: Flor de Caña's president, Robert Collings, talks about the group's emphasis in international markets on its higher-end products.
Chapter 9, Diageo: Rum powerhouse: Diageo Release Portfolio's director, consumer planning, Mark Murray talks about the development of rum brands Captain Morgan, Cacique, Pampero and Oronoco.
Chapter 10, Moët Hennessy targets super-premium market: Moët Hennessy USA believes that 10 Cane will appeal to affluent, individualistic consumers seeking a new luxury spirits experience.
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