Beverage Dynamics

Beverage Dynamics July-Aug 2013

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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The rum category features a wide variety of offerings, with spiced and flavored leading the way. By Jack Robertiello hen trying to describe the rum market today, the correct question to ask is, "Which rum?" With classic white rum, it's business as usual, the basic and most popular style of the sugar cane spirit holding its own in the marketplace. In the world of flavored rums, new iterations and combinations continue to arrive, mimicking what's has been going on for some time in the vodka category and enlivening drinks and drink-making possibilities. Considered either a subset of flavors or a sub-category all its own, when it comes to spiced rum, attention is being paid to a new world of tweaks, especially in terms of higher proof and higher price, with continued brand extensions and introductions expected as the style grows in popularity. Finally, for aged and superpremium rums, long promoted by spirit fans as the next big thing, it's still a waiting game, mostly. The results in terms of sales among the leading rum brands were generally positive last year; according to numbers gathered by the Beverage Information Group for 2012, the category overall was up 2.1%. Category leader Bacardi inched up 0.5% to more than 9.5 million cases, while leading spiced rum Captain Morgan grew 1.2% to hit more than 5.5 million cases. Malibu grew 2.1% to 1.78 million cases, fourth place Castillo dropped 4% to 849,000 cases, while Cruzan, now the sixth largest rum brand, grew 7.9% to 782,000 cases. Spiced rums Admiral Nelson (up 10.3% to 800,000 cases and fifth place) W Beverage Dynamics • www.beveragedynamics.com • July/August 2013 • 15

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