Buy the full study
Detailed content of our market study
Inforamtion
- Number of pages : ~ 40 pages
- Format : Digital and PDF versions
- Last update :
Summary and extracts
1 Market overview
1.1 Definition and scope of study
Rum is a brandy originally from the Americas, produced from sugar cane. The rum market is a sub-segment of the spirits market: drinks made from distilled alcohol. There are two types of spirits: "simple" spirits, such as rum, whisky, gin and vodka, whose taste is derived from the distillation of the raw material; and "compound" spirits, such as aniseed-flavored aperitifs or liqueurs, whose taste is derived from the addition of aromatic substances to a neutral alcohol or brandy. Rum is consumed as a beverage or in cooking.
There are different categories of rum:
- whiterums
- amberrums
- agedrums
- spiced rums
The global spirits market is dominated by North America, followed by Western Europe. The white spirits and rum category accounts for a very large share of the global spirits market. The global rum market is growing and should continue to do so in the years ahead, largely dominated by a handful of international brands.
Like the global market, the Portuguese rum market is also dominated by international distilled beverage giants. However, it remains attractive to the arrival of new independent players, such as the famous Louisiana artisanal brand Bayou rum.
According to the National Association of Spirits Companies (ANEBE), spirits account for 11% of all alcoholic beverages consumed in Portugal, while wine and beer represent 55% and 31% respectively. Among spirits, rum is showing positive growth, compared with other spirits of the same type. [Dinheiro Vivo]
According to data from the World Health Organization, Portugal is one of the world's top ten alcohol consumers, consuming 12.5 liters per capita. An important detail is that 58% of spirits sales are made in bars and restaurants, while sales in super and hypermarkets account for just 17.5% of the market.
1.2 World rum market on the rise
The spirits industry had been hard hit by the restrictive measures induced by the pandemic: the ban on going out and the absence of festive or social occasions led to a drop in spirits sales and consumption. In ****, the sector began to recover, and market growth was estimated to accelerate to ...
1.3 The European rum market
Rum sales volume trends and forecasts Europe, ****-*****, million liters Source: ****
The graph above shows the evolution of the value of European rum sales in volume (***), sales had an annual volume of ***.** million liters. Between **** and ****, sales volume evolved with a CAGR of *.**%, and the average annual sales volume is *** million ...
1.4 The growing Portuguese market
In ****, Portugal saw a significant increase in the total volume and current value of spirits sales, marking a recovery from the notable declines of **** in the retail sector. This decline was due to establishment closures and restrictions on catering services imposed by the COVID-** pandemic, which were only partially offset by ...
1.5 Rum foreign trade
Portugal is a significant player in the global rum trade, both as a producer and exporter. Its production, concentrated in overseas regions such as Madeira, is marked by artisanal methods and a palette of flavors often influenced by the local climate and available resources.
Portuguese rum is exported to many countries, ...
2 Demand analysis
2.1 Demand for spirits in Portugal
In****, **% of people aged **-** in Portugal consumed spirits. At the same time, **% of survey participants said they had never tried spirits.
The number of young people drinking spirits Portugal, **** Source: ****
However, when we compare spirits consumption with that of wine and beer, we see that spirits are lagging far behind Consumption ...
2.2 Variable consumption locations and frequencies
In ****, **% of young people aged **-** said they never consumed alcoholic beverages. Among Portuguese drinkers, **% frequently consumed one type of alcoholic beverage. Among these frequent drinkers, **% consumed two or more types of alcoholic beverage and **% drank only one type of alcoholic beverage.
Frequency of alcohol consumption among the Portuguese Portugal, ****, aged ...
2.3 Portugal's favourite rum brands
The rum landscape in Portugal is characterized by great diversity, with national and international brands appreciated by consumers. Preferences vary according to perceived quality, flavor profile and geographic origin of the rum. Local brands, particularly those from Madeira and the Azores, are popular for their links with local traditions.
At the ...
3 Market structure
3.1 The Madeira archipelago: a new land of rum
For a rum to qualify as "Agricole", it must meet the following strict criteria:
Have a volatile substance content of at least *** grams per hectoliter of pure alcohol, and Originate from specific regions: Only rums produced in the French overseas departments of Guadeloupe, Martinique, Guyana, Reunion and Madeira are eligible for ...
3.2 Production concentrated on the Madeira archipelago
The production process
A distinction can generally be made between rums made from the distillation of cane juice (***) and those made from molasses. Obtained by crushing sugar cane, cane juice deteriorates rapidly: the producer must ferment it very quickly, then distill it. Molasses, on the other hand, is a thick, viscous ...
3.3 Rum production
According to a study by EY Portugal, carried out for ANEBE (***), the spirits industry spent *** million euros on the acquisition of goods and services during ****, **% of which was spent locally.
Cost of producing a bottle of rum Portugal, in Source: ****
It is estimated thatbetween ** and ** million euros a year are spent ...
3.4 Distribution
The EY study, commissioned by ANEBE, highlights the role of the distilled beverage industry in tourism and catering, due to the high margin it offers economic operators, particularly restaurants, bars and nightclubs.
According to the study, the spirits sector has contributed to the creation or maintenance of **,*** jobs in these establishments, ...
4 Offer analysis
4.1 Types of rums on offer
Rums can be segmented in different ways:
industrial rums vs. agricultural rums by age imported rums
These rums can be used for a variety of purposes: disgorging or as a base for cocktails
Types of rum Characteristics Examples of brands White rums White rum is light in color, generally sweeter in ...
4.2 Typology of Madeira rums on offer
The "Madeira Agricultural Rum" appellation authorizes four categories of rum:
Today's rum labels are often marked "Aguardente de Cana", without reference to the appellation "rhum agricole", and generally do not indicate the age of the product. This is due to the disposal of old stocks of labels by producers, following the ...
4.3 Rising prices
We can observe that the price per bottle is growing steadily over the period ****-****, rising from €**.** to €**.**.
The product's popularity and the quest for higher-quality consumption have logically led to a substantial rise in prices over the period.
Evolution of the average price of a bottle of rum Portugal, ****-**** Source: ...
5 Regulations
5.1 Current regulations: Non-viticultural spirits
According to the DGAV (***), a "spirituous beverage" is an alcoholic beverage intended for human consumption. human consumption, with specific organoleptic characteristics and a minimum alcoholic strength by volume of **%.
The definition, designation, presentation and labeling of spirit drinks of non-wine origin are regulated by Regulation (***) ****/***. This regulation also establishes rules concerning ...
5.2 Current regulations: Sale and consumption of alcoholic beverages
In ****, the Commission published a guidance document (***) for the implementation of legislation on spirit drinks.
Concerning the consumption of alcoholic beverages in general, Decree-Law no. **/**** of April ** establishes the regime for making available, selling and consuming alcoholic beverages in public places and places open to the public. decree-Law no. ***/**** of June ...
5.3 Regulations: Production and marketing of Madeira Rum
Rum production and marketing also involve a number of special regulations. In Portugal, Madeira Rum is the only agricultural rum produced and marketed. According to "Rum de Madeira", here is the legislation specific to this practice.
Regional Legislative Decree no. **/****/M, of July **, confirms, defines and characterizes "Madeira rum" and establishes ...
6 Positioning the players
6.1 Segmentation
According to Centromarca, the Portuguese Association of Branded Goods Companies, there are * large companies recognized as major distributors of alcoholic beverages:
- Sogrape Distribuição
- Diageo Portugal
- Pernod Ricard Portugal
- Primedrinks Portugal
- Baccardi Martini LDA
- Engenhos do Norte
- Engenho Novo da Madeira
List of charts presented in this market study
- Size of the global spirits market
- Rum sales volume trends and forecasts
- The number of young people drinking spirits
- Latest alcohol consumption
- Consumption by type of alcohol
All our studies are available online in PDF format
Take a look at an example of our research on another market!
Companies quoted in this study
This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :
Choosing this study means :
Access to more than 35 hours of work
Our studies are the result of over 35 hours of research and analysis. Using our studies allows you to devote more time and added value to your projects.
Benefit from 6 years' experience and over 1,500 industry reports already produced
Our expertise enables us to produce comprehensive studies in all sectors, including niche and emerging markets.
Our know-how and methodology enable us to produce reports that offer unique value for money.
Access to several thousand articles and paid-for data
Businesscoot has access to all the paid economic press as well as exclusive databases to carry out its market research (over 30,000 articles and private sources).
To enhance our research, our analysts also use web indicators (semrush, trends, etc.) to identify market trends and company strategies. (Consult our paying sources)
Guaranteed support after your purchase
A team dedicated to after-sales service, to guarantee you a high level of satisfaction. +44 238 097 0676
A digital format designed for our users
Not only do you have access to a PDF, but also to a digital version designed for our customers. This version gives you access to sources, data in Excel format and graphics. The content of the study can therefore be easily retrieved and adapted for your specific needs.
Our offers :
the rum market | Portugal
- What are the figures on the size and growth of the market?
- What is driving the growth of the market and its evolution?
- What is the positioning of companies in the value chain?
- Data from several dozen databases
5 reports pack (-15%) PT Portugal
- 5 reports at €75.6 excluding VAT per study to choose from our Portuguese catalogue for 12 months
- Save 15% on additional studies purchased
- Choose to be refunded any unused credit at the end of the 12-month period (duration of the pack)
See the terms and conditions of the pack and the refund of unused credit.
Our customer references
They have consulted our studies
Discover the opinions (+500)
Malcolm Vincent
Astoria Finance
Gregoire de Castelnau
Stags Participations
Timothé Huignard
PWC
Paul-Alexis Kebabtchieff
BCG
Aymeric Granet
Publicis Consultant
interviews & case studies
All interviews and case studies (45)
