Dairy
Baby Products
Sustainability
RYO Tobacco
Recruitment
Rum
52
CATEGORY FOCUS Rum
Rum in high spirits! The explosion of cocktail culture and mixology are driving excitement within the gin category, with premium brands proudly leading the charge, writes Gillian Hamill
T
he fourth most popular spirits call in the drinks trade (after vodka, Irish whiskey, and gin), rum sales look set to increase in both volume and value. Total volume in the category may have fallen by 3.5% in Ireland in 2020, but the IWSR expects to see 1.5% category annual growth rate between 2020 to 2025. Premium rum brands are likely to have a part to play in this growth. While much of the spirit’s success can be attributed to its use as a mixing ingredient, IWSR stated that premium rum will re-position the spirit as a sipping drink, moving it away from its consumer perception as a party drink. Rum is undoubtedly an excellent base for cocktails and in recent years, brands have expanded their portfolios to develop a more diverse range of flavoured rum, and thereby enabling consumers to find the perfect match for their favourite cocktail concoction.
Infusion-fest In a Mintel blog, analyst Suzanne Montfoort recently reflected on the factors driving the rise of flavoured spirts or as she describes it, the “extraordinary infusion-fest” currently occurring. According to Montfoort: “Many players in the drinks industry appear to have decided to invest in product development as a way to broaden their consumer base. While young consumers in general remain an important target market, women in particular have caught marketers’ imagination, as they are underrepresented in categories such as whiskey and beer. Attracting more women would allow brands to tap into a vast yet underexplored market.”
However, as Montfoort points out, “consumer research by Mintel shows honeyflavoured whiskey and spiced rum appeal to a larger percentage of men than women, highlighting that it takes more than sweetness to get the girls”.
Irish pivot to rum Another interesting development within the rum category is the decision by some Irish distilleries is to pivot away from more traditionally ‘Irish’ spirits towards rum. In an article entitled ‘Can Irish Rum Turn the Tides of Tradition in Ireland?’, Emily Cappiello, writing for Vinepair.com, spoke to several people within Ireland’s drinks industry who are playing a key role in shaking up the nation’s perceptions of rum and educating consumers on the more diverse range available nowadays. One such individual was Kiran Shiva Akal, the founder of Akal Chai Rum, who noted: “Ireland would not be traditionally regarded as a rumdrinking nation, with whiskey and gin dominating tastes. However, during the last 15 years, [the country] has had something of a renaissance with food and drink. Mixology has exploded in the cities.” Shiva Akal is also the founder of the bar, Ohana on Dublin’s Harcourt Street, a ‘rum lover’s dream’ which serves over 200 rums, complete with expert mixologists to create cocktails. In itself, the existence of such a bar clearly demonstrates the growing demand for rum and Irish consumers’ more adventurous tastes. “We’re realising that people are drinking less, but they want higher quality,” added Jason Kidd, founder of Outcast Brands, who
What exactly is rum? Irish retailer O’Brien’s Wine describes rum as “a distilled spirit made from sugar cane or sugar cane by-products, such as molasses. It comes in many varieties and styles. White, gold and spiced rum are perfect for cocktails or long drinks while premium aged rums are designed for sipping.” Molasses meanwhile, is described by www.thespruceeats.com, as “the dark, sweet, syrupy by-product made during the extraction of sugars from sugarcane and sugar beets. Molasses has a rich history in the Caribbean and Southern United States, where sugarcane and sugar beets are heavily cultivated. Perfect for old-fashioned recipes, molasses is used in gingerbread as well as baked beans, barbecue sauce, and other dishes that benefit from its dense sweetness.”
ShelfLife March 2022 | www.shelflife.ie
observes: “Rum is now moving from tiki-style drinks to that of prestige.” What’s more, Drinks Ireland forecasts that rum will grow at a rate of 5.5% until 2027, making it the third key growth spirit behind whiskey and gin. This chimes with an earlier report from IWSR published in 2017 which shows the category’s clear upward trajectory of recent years, noting: “‘Excitement’ is surely the word to describe the current mood surrounding premium-plus rums. While not quite showing the growth of premium gin, the category clearly has long potential, sharing many of the craft credentials of other brown spirits, but also appealing to the cocktail driven upscale on-trade. The report found the premium-plus rum category “continues to fire on all cylinders,” with IWSR figures showing that at that time, premium, super-premium and ultrapremium rums were growing at a rate of 8.35% to reach over 3.42m cases in 2017. Read on to learn more about the brands and new flavour developments creating a buzz in the rum category within the Irish market.
Sublime for cocktails Bacardí has a rich and proud heritage dating back to 1862 when, after ten years of perfecting his rums, Don Facundo Bacardí Massó introduced the world to his Bacardí Carta Blanca rum. A sublime rum for cocktails, it doesn’t dominate other flavours nor does it disappear when mixed. Perfect for classic rum cocktails like the Mojito. With rum now accounting for 8% of total spirits* in Ireland, Bacardi has a perfect portfolio from classic to premium, which includes the following: Bacardí Superior Rum: This is a light and aromatically balanced rum. Subtle notes of almonds and lime are complemented by hints of vanilla. The finish is dry, crisp, and clean. It inspired the cocktail revolution as the first mixable rum. This distinctive spirit is aged in American white oak barrels and shaped through a secret blend of charcoal for a distinctive smoothness, making it perfect for classic rum cocktails. Bacardí Coconut Flavored Rum: Made with all-natural flavours, Bacardí Coconut Flavoured Rum provides an intense flavour of creamy coconut with refreshing aromas of coconut water. A special Bacardí rum blend was
