20 personalities decipher the last 10 years, and provide food for thought for the next 10
How has the rum market changed over the last 10 years?
The rum market has evolved for better and for worse. The good news is that a number of brands have improved the quality of their products, and legislation is tending to provide consumers with more guidance on the clarity of bottled products in terms of age, added sugar, etc. The bad news is that some rum brands, particularly agricolebrands, have dramatically increased their prices. Badly, because some brands are drifting on certain aromatic notes, which are sought after by consumers and which are harmful to their health.
How will it evolve over the next 10 years?
BAD! Because rum is beginning to lose its popularity, and other spirits arriving on the French market are eating into its market share. Today, the whisky market is lowering prices in order to reach new consumers. You can find 12-year-old whiskies for between €30 and €40. The angels’ share is not the same, but the customer looks first at the age and then at the price. In my opinion, some rum brands will disappear! The only ones left on this market will be those that stand out for the quality of their work, while positioning themselves at the right price. Customers are consuming differently, and the market has changed since Covid and has not yet found its balance.
Do you have any news you’d like to share with us?
I had already anticipated this loss of growth 6 years ago, by creating a second establishment for these other spirits with strong market potential. Since 7 August 2023, I have preferred to merge these 2 establishments, so as to be able to provide A’Rhûm’s customers with even greater expertise. As a result of this change, our baseline will simply change to “rum and spirits cellar” on
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