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?
A vast subject. Rum has seen an undeniable acceleration, illustrating the growing interest of spirits lovers in this product, with two major thrusts, which also reveal avenues for progress:
On the one hand, Rum/Ron/Rhum, whatever the appellation, is a multiple spirit, with a diversity and richness unequalled in the world of eaux-de-vie, tending towards a true premiumisation of the offer. So much for the good news. On the other side of the story, it has to be said that rum has a colossal task ahead of it in terms of explanation and democratisation.
Many of the world’s distilleries have been working hard over the last ten years to make the transition from the world-famous light rums used mainly in cocktails to spirits for tasting. These efforts are beginning to pay off, but there is still a long way to go. And the proliferation of independent bottlers, many of whom (fortunately not all) combine rums of all origins without any clear guidelines, is hampering the work of explanation and clarification.
On the other hand, the explosion in rum-based spirits, including Arrangés in France, is a real source of rejuvenation and creativity for designers. It’s a fantastic playground for showcasing our terroirs, our historic know-how, our culture and our territory. In short, it’s a magnificent gateway to the world of tasting rum.
How will it evolve over the next 10 years?
In my opinion, the two areas mentioned above will continue to develop. On the one hand, the premiumisation of tasting rums (whites, browns and aged rums), and on the other, the development of “rum discovery” categories such as arrangés. At the same time, the market will be rationalised, and it’s likely that a good number of producers will have to move, disappear or merge, because the market won’t be able to absorb new brands indefinitely.
La Maison Isautier aims to be one of the few remaining distilleries to continue to be daring, true to its status as a family-run distillery founded in 1845, making it the oldest family-run distillery on Réunion Island, and a loyal ambassador for the island.
Do you have any news you’d like to share with us?
We are bursting with ideas, creativity and projects. At Whisky Live Paris 2023, we are unveiling a new ‘cuvée’ of our exceptional aged rums, paying tribute to the founders of the House: new expressions of Louis & Charles, our blend of agricolerum and molasses rum, and Antoinette, our 100% molasses rum, are joined by Apollonie, our exceptional 100% agricoleaged rum.
We’re also launching single casks exclusively with LMDW, L’Aventurier and L’Audacieux, each with one part brut de fût and the other reduced. As for the Arrangés, our new Mangue Caramélisé Arrangé, currently being rolled out off-trade in France and already a great success in Réunion, will delight aficionados of our House, a pioneer of Arrangés and always on the lookout for a new journey into the gustatory pleasures of Réunion Island.
What does Rumporter mean to you?
The French reference in the world of rum, always well informed, combining history, heritage, technique, terroir and new products. Each new edition is a must-read for me.
