20 personalities decipher the last 10 years, and provide food for thought for the next 10.
How has the rum market evolved over the last 10 years?
While the world has long had its eye on the gin and vodka categories, the last 10 years have been particularly interesting and exciting for rum. Innovation has played a major role, enabling consumers to take full advantage of a twofold diversification.
Firstly, in terms of product ranges, such as the strong growth in spiced and flavoured rums, and secondly, in terms of geographical variety, with the emergence of new producing countries, from the Philippines to Venezuela, via Guatemala and Colombia, where Pernod Ricard has acquired the ultra-premium rum La Hechicera.
Two figures speak for themselves: between 2012 and 2022, average annual growth in the category was around 1 million 9-litre cases, and the number of brands capable of producing more than a thousand cases of rum a year rose from 400 to 800.
For me, premiumisation is the other key factor in the growth of rum over the last decade, with the Super Premium + rum segment also recording steady double-digit annual growth, and now accounting for almost 10% of volumes.
As the leader in super premium rum with Havana Club, we have naturally placed these two key trends – innovation and premiumisation – at the heart of our growth strategy.
How do you see the rum market developing over the next 10 years?
The positive trends I’ve mentioned are set to continue, including the acceleration of the Ultra-Premium category and the geographical diversification of producing and consuming countries. I’m convinced that we’ll see growth in existing rum markets and the emergence of new ones.
On the strength of this optimism, we will continue to invest to support the growth of our brands, first and foremost our historic flagship Havana Club, “El Ron de Cuba”, the emblematic Cuban rum and leader in the super premium rum category. Our ambition remains intact to continue its expansion while remaining faithful to what has made it such a success: its authenticity, its deep attachment to its Cuban origins and, of course, its exceptional quality.
In addition, we are continuing to integrate new brands from other territories whose positioning and originality complement our portfolio. I’ve already mentioned the ultra-premium Colombian rum La Hechicera, and I could also mention Bumbu, which French consumers in particular are learning to discover following its success in the United States. The category’s development potential remains intact for Pernod Ricard and its brands.
Do you have any news you’d like to share with us?
Of course, it’s the 30th anniversary of the creation of the Havana Club International S.A. joint venture, three decades of success with our Cuban partner Cuba Ron S.A. I remember that some people thought it was a bold gamble to develop Havana Club internationally. But consumers all over the world have become passionate about this light, high-quality rum, with a personality and heritage that are unique in the industry.
All the signs are green for Havana to continue to lead the growth and premiumisation of the category, with an unchanged recipe based on the inimitable know-how of the Cuban Maestros Roneros. UNESCO made no mistake when it declared them a World Heritage Site in November 2022.
What does Rumporter mean to you?
Since its creation, Rumporter has established itself as a real reference. The people who read us today are certainly enthusiasts who know just how complex and rich rum can be. It’s great to be able to feed their curiosity through your pages, with stories of tastings and travels.
