Rum
The best is yet to rum The rum category is reinventing itself and leveraging strong potential for future growth. If COVID-19 and the subsequent lockdowns have
“If you look at the category closer over the past
done anything for the drinks industry, it’s that we’ve
three years you will find that people are going beyond
seen a boom in sales of glass spirits thanks to a
just white rum and the typical rum and cola. There is
renewed interest of Australians in making cocktails
a growing demand for craft and premium rums. Rum
at home.
with age statements and sipping rums are becoming
Gin is still the king of the spirits category, in
popular as well as spiced rum,” Catada said.
terms of growth and innovation. However, there are
The pandemic has also influenced this growing
signs that consumers are starting to become more
interest in different kinds of rums and their serves, as
adventurous when it comes to trying new rums,
Vok’s Brand Manager Kristen Mckinstry and National
particularly spiced rum, which is the third fastest
Business Manager Patricia John noted.
growing segment in the glass spirits category.
“There’s evidence to suggest that this year, in
Loy Catada, Bacardi Brand Ambassador, says that
particular, consumers have been seeking to recreate the
consumers have a growing willingness to explore new
‘bar experience’ at home, and are therefore choosing
drinks, and this includes a move beyond the typical
premium spirits to enjoy or experimenting with
rum and cola.
mixing their own cocktails,” said Mckinstry and John.
48 | National Liquor News