To mark the 10th anniversary of your favorite magazine, a panel of personalities decipher the last 10 years, and offer food for thought for the next 10…
How has the rum market evolved over the last 10 years?
The French rum market has enjoyed strong growth over the past 10 years.
Since 2017, I’ve noticed that this spirit has grown in supermarkets, hypermarkets and specialty stores. Indeed, thanks to well-known brands, rum has taken a prominent place on the shelves.
This has developed a drinking habit. More than a spirit, it has become a way of life.
Rum conquered connoisseurs of potable alcohol. The distilleries did an enormous amount of work, improving their manufacturing processes, innovating with their brand image and their categories (white, amber, old).
The Reimonenq distillery has been developing its ageing expertise since 1965, and consumers are looking for exceptional rums and tasting rums. As a result, aged rums have gradually come to dominate the market.
Rum is now so popular that it is produced and consumed on every continent.
In 2018, in Guadeloupe, spirit tourism is a strategic development area for the Region. At the Musée du Rhum in Sainte Rose, we have been able to observe, thanks to the number of visitors per year, that interest in rum and its production has evolved crescendo.
Since my arrival at Distillerie Reimonenq, I’ve noticed the emergence of rum clubs, the creation of events, the recruitment of the younger generation of men and women, an increase in skills in the field and a network of ambassadors. All these factors are boosting the market.
This evolution has attracted new players such as independent bottlers, both enthusiasts and investors.
How do you see it evolving over the next 10 years?
As I said earlier, the growing market is attracting new entrants.
In my opinion, rum producers will have to remain vigilant when it comes to quality, traceability and distribution. In fact, we’re seeing a trend towards a proliferation of new brands that confuse consumers through a lack of information.
Just as the world of wine has succeeded in educating consumers by introducing them to grape varieties, terroirs, productions and producers, the world of rum would benefit from following this example. By providing information on the origins of the raw materials, production areas and manufacturing methods specific to each rum, enthusiasts would become enlightened consumers. They would be able to choose their rum. Let’s continue to offer a premium range.
At the Reimonenq distillery, we are committed to offering rums with refined distillation and aged in oak barrels to provide aromatic ranges. We focus our strategy on information (labeling, master classes, training courses).
Connoisseurs and enthusiasts will always be on the lookout for new flavors and discoveries over the next 10 years. The more of us that follow this approach, the more the future will offer rum an exceptional place.
Do you have any news you’d like to share with us?
On a personal note, I’m delighted to announce that I’ll be one of the judges at the Spirits Selection by CMB, to be held in the Renhuai region of China in September. The aim is to reward the best spirits.
I invite all producers to register before June 3 on the Spirits Selection website.
I’ll also be taking part in the Baiju Academy. It’s a training course on a complex Chinese spirit that’s very different from European spirits. I greatly appreciate its aromas of dark chocolate and soy sauce, and look forward to discovering more.
What does Rumporter mean to you?
Rumporter is my daily news! It’s THE connected magazine for RRR (rhum rum ron) lovers! Digital technology makes it possible to have continuous information, and I love this dynamism. Produced by passionate people, and it shows! Thanks to all the great team! I wish you all the best for the next 10 years.