StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
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37 StateWays ■ www.stateways.com ■ September/October 2015 pany's portfolio includes Captain Morgan, the leader in the spiced rum segment. "Although rum consumption has been relatively fl at over the past year, it continues to be the second-largest spirit category, so the overall outlook is quite positive for brands both large and small," notes Brendan Lynch, senior director of Rum & Cordials at Beam Suntory. The company's Cruzan brand includes tropical fl avored rums, as well as aged and straight rums. "Flavored rums continue to drive the category," he adds. "The standard rum offering may be static, but there is real energy in spiced rum," says Josh Hafer, com- munications manager at Heaven Hill Distilleries, Inc. The company's brands include Admiral Nelson, at about 830,000 cases, and Blackheart, at 75,000 cases and growing after just four years in the market. S un, sand and surf - lazy summer days and easy- drinking rum cocktails continue to attract a thirsty, young LDA crowd. Spiced and fl avored rums are an easy entry into spirits, say propo- nents; they're affordable, eminently mixable, and the spirit's beachy vibe is approachable and non-pretentious. Rum claims a considerable portion of the trendy fl a- vored spirits market, shared with vodka and now whis- key. The major players are reinforcing that claim with new spiced and fl avored rum introductions supported by astute marketing and promotions. SIZING UP THE MARKET Right now it seems that spiced and fl avored variants are driving the overall rums category in terms of growth. The major players in this sub-segment are positive about rum's market opportunities. "One of the biggest trends in rum is growth in the fl avored category," says Brian Mequet, vice president of marketing at Pernod Ricard, whose portfolio includes Malibu (the best-selling coconut rum). "Spiced Rum will continue to be a consumption driver as it is a barrel-aged, fl avored brown spirit utilized in a variety of cocktails," says Daniel Kleinman, vice president of rum for Diageo North America. The com- THE SPICE TRADE Flavored and spiced rums drive business by promising the beach in a bottle. By Thomas Henry Strenk " Spiced rums continue to be relevant to consumers " — Brian Mequet, vice president of marketing at Pernod Ricard