More independents should look to invest in the rum category this seasonal period, with sales of the spirit having hit the £1bn sales mark in 2017 in the UK, Neptune Rum has said.
With total rum category in the off-trade growing in value by 10.5% year on year, Richard Davies, brand owner at Neptune Rum, said the growing popularity of rum can be attributed to the boom in craft gin, where more shoppers, mainly younger demographics, are now open to try new spirits they once would probably have shied away from.
“Shoppers now specifically look for spirits that focus on provenance and offer a ‘backstory’. This has evolved into a trend where they are buying into premium and craft options, something that is true not only for the rum market, but the entire category,” he said.
Davies added whereas 60% of the rum market is still controlled by three big brands, this share is steadily declining. However, the market share for premium craft labels is increasing.
“The gin revolution has opened up the shoppers’ mind, and this has taken them away from the traditional mainstay brands, which is really positive for the craft rum category,” he said.