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.
Issue link: https://read.dmtmag.com/i/565520
Spiced & Flavored Rums 56 Beverage Dynamics • September/October 2015 www.beveragedynamics.com "Rum is among the most in- viting, unpretentious categories in spirits," confi rms Josh Hayes, brand manager for Sailor Jerry. "The Caribbean and that im- agery is one of rum's greatest strengths, and what differentiates it from the other spirits categories," says Mequet at Malibu. "Rum is seen as fun and approachable." Some consumers are transi- tioning to spiced and flavored rums from other flavored cat- egories. Rum, say proponents, has the advantage of a strong personality to support those fl avor variations. "It appears the large blocks of consumers that are leaving the fl avored vodka category are shifting to other fl avored spirits where the base spirit is not hidden as it is with vodka," surmises David Farmer, pres- ident of Fishbowl Spirits, makers of Blue Chair Bay Rum. "Flavored whiskies and fl avored rums seem to be in the perfect place to capture anyone making the transition." PERCOLATING FLAVORS Many of the major players have launched new fl avors or variants this year. There have also been some innovations in packaging. New for Bacardi is Bacardi Tangerine Fusion. "Bacardi Fla- vored Rums are always pushing limits and developing new fl avor profi les to meet the changing needs of our consumer," LEADING BRANDS OF FLAVORED* RUM, 2013-2014 (Thousands 9-Liter Cases) 12/13 Brand Supplier 2013 2014 % Chg Bacardi Flavors Bacardi USA 1,325 1,280 -3.4% Cruzan Flavors Beam Suntory 375 390 4.0% Captain Morgan Parrot Bay Diageo 390 355 -9.0% Calico Jack Coconut Beam Suntory 230 150 -34.8% Admiral Nelson's Flavored Heaven Hill Brands 50 55 10.0% Barbarossa Flavored Sazerac 45 40 -11.1% Whalers Flavored Heaven Hill Brands 39 37 -5.1% Captain Morgan Lime Bite Diageo 27 19 -29.6% Total Leading Spiced Rums 2,481 2,326 -6.2% (*) Estimates. For more information visit www.bevinfostore.com. "Spiced rums are well-positioned in the market and continue to be relevant to consumers" — Brian Mequet, vice president of marketing at Pernod Ricard