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 first observation is that the number of references, independent bottlers and brands has exploded. Very limited editions, brut de colonne, brut de fût, sweet whites, premium whites. As a result, the sheer number of references can sometimes be daunting for a novice. Trying to keep up, even when you’re at the heart of the market, can become complicated. These changes are directly correlated with the size of the market, which is growing every year, both in terms of the number of consumers and sales volume.
Now, you have the average enthusiast who buys bottles for between €30 and €40 in supermarkets and hypermarkets, and the enlightened enthusiast who buys from his wine merchant or from specialist online shops. But you also find enthusiasts of specific rums: arranged, spiced, pure white, agricole… There’s also a group of people who are only in it for the collection, to the detriment of the tasting, and finally the speculators. Women are also becoming consumers. They also hold strategic positions such as cellar master or brand ambassador. Their presence is a real plus in the industry.
How do you see it developing over the next 10 years?
As I see it, we’re entering a market that’s splitting in two. On the one hand, continuity, with ultra-premium series and ever-higher prices. On the other, a return to the classics, with simple but effective juices at reasonable prices.
Then there’s the certainty that organic will become the norm. Organic is also in line with the ethics and sustainable development that are affecting not only the rum market, but society as a whole. Experiments will also continue – aging in space, underwater, in caves, manufacturing processes or special woods – the world of rum will continue to amaze us with its structure and its people. One thing’s for sure, I can’t wait to see where we’ll be in 10 years’ time, with a glass of rum in hand of course!
Do you have any news you’d like to share with us?
I’d love to tell you about my 4th vintage, which is coming out for the festive season. It’s in partnership with Ferroni, as was the first cuvée produced for the YouTube channel’s two-year anniversary. It’s a blend of Belize and Mauritius at a reasonable level and at a price that makes sense in a market where consumer budgets tend to explode. Enjoy it with friends and in moderation, of course!
What does Rumporter mean to you?
Rumporter is a mainstay in the French-speaking world of sugarcane juice. It’s the only print medium 100% dedicated to our favourite spirit, and that alone gives it a special place. There are more and more media outlets and influencers evolving in this field and Rumporter represents one of the biggest and most qualitative in my opinion. And I think that as you blow out your 10th birthday candles, we can only wish you one thing. To blow them out together on your 20th anniversary!
