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1 Market overview
1.1 Definition and presentation of the rum market
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 linked to the distillation of the raw material, and "compound" spirits, such as aniseed-flavored aperitifs. 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.
There are different categories of rums:
- white rums
- amber rums
- aged rums
- 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.
The Spanish market is Europe's leading rum market, and is enjoying strong growth, driven by rum consumption that has been rising steadily since the early 2010s. In 2018, rum accounted for almost 16% of alcoholic beverages consumed away from home and 9. 2% of alcoholic beverages consumed at home. [Ministry of Agriculture and Food]
The rum market is strongly driven by the cocktail trend, which has been very much in vogue for several years. In 2020, however, the announcement by AliExpress that it would open a "Spirit Drinks" category for sale in Spain will seriously disrupt the organization of the rum 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 Spain's sawtooth market
The Spanish spirits market is mainly made up of * strong spirits, all vying for leadership in consumption: whisky, gin, brandy and rum. While in **** rum recorded a sharp rise in consumption by Spanish households, unlike its competitors, which recorded a decline, it is above all in **** that rum consumption will record ...
1.5 Foreign trade in rum
thanks to information from UN Comtrade and Code: ****** - Rum and other spirits obtained by the distillation of fermented sugarcane products, we can see that Spain's trade balance is negative, meaning that Spain is a net exporter of rum.
Evolution of the Spanish rum trade balance Spain, ****-**** in millions of ...
2 Demand analysis
2.1 Rum consumer profile
spaniards are fairly moderate consumers of rum. In ****, there was a rare peak in consumption of *.* million liters, but historical and recent figures point to consumption of around *.* million liters, as in ****.
Who are the Spaniards who drink rum?
Rum consumption by Spanish households Spain, ****-****, in millions of liters Source: ...
2.2 Demand drivers
Overview of spirits consumption in Spain
Spirits consumption has fallen sharply in recent years. In ** years, per capita consumption of pure alcohol has fallen from *.** liters per person in **** (***) to *.** liters per person in ****, under the influence of public policies to raise awareness of the dangers of alcohol. Spirits consumers are ...
2.3 Spanish preferences
Favourite brands :
Ron Barceló Añejo: Spain's leading rum brand in ****
In Spain's dynamic spirits market, Barceló Añejo rum emerged as the leading brand in terms of sales in ****, establishing itself as one of the best-selling rum brands in the country, according to the International Spirits and Wine Report (***).
The ...
3 Market structure
3.1 The rum industry value chain
Numerous players are involved throughout the chain before the rum reaches the end consumer:
The first players in this chain arefarmers or agricultural cooperatives, as well as distillers (***). Eaux-de-vie and spirits manufacturers then carry out additional production stages; Intermediaries (***) provide the link between manufacturers and distributors; Three types of distributor can ...
3.2 Spanish rum production
spanish rum production peaked in **** at *.* million euros, rising to *** thousand euros in **** . Spanish rum production value Spain, ****-****, in thousands of euros Source : INE as regards the breakdown of companies and employees, we will take a broader view of the figures for the spirits vertical in general, as specific figures ...
3.3 Rum distribution
The pandemic has led to a major shift in sales channels. In ****, the on-trade channel's market share was **%, but by **** it was down to **%. On the other hand, the food channel has gained weight over the years.
Market share of the on-trade channel Spain, ****-****, in Source: mercasa rum consumption is ...
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 Price typology
The average price of a bottle of rum is set to rise, from €**.** in **** to €**.** in ****. The popularity of the product and the quest for higher-quality consumption have logically led to a substantial increase in prices
Evolution of the average price of a liter bottle of rum Spain, ****-****, in € Source: ...
4.3 A more premium and environmentally-friendly rum offering
A premium offer:
Rum sales in Spain are growing steadily, and most of the brands that have emerged in this type of distillate are aimed at an exclusive, demanding audience.
There are therefore four main trends in the offer:
Differentiation. Consumers are less and less willing to consume standard products. As ...
5 Regulations
5.1 Regulations
Rum complies with European Union and Spanish spirits standards .
Within the European Union, spirit drinks are governed by Regulation (***) No. ****/**. In addition, health and hygiene requirements for foodstuffs are harmonized by various EU horizontal provisions.
Article * of Regulation (***) no. ***/****.stricter rules than those laid down in Annex II of the said ...
6 Positioning the players
6.1 Segmentation
- Diageo
- Bacardi
- PERNOD RICARD WINEMAKERS SPAIN SA
- Dugas (Stock Spirits)
- La Maison Du Rhum
- Zamora Company
- Grupo Osborne
- Beam Suntory
List of charts presented in this market study
- Size of the global spirits market
- Rum sales volume trends and forecasts
- Rum market size
- Volume of spirits consumed by Spanish households, by type
- Spirits consumption trends, by type of spirit
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Latest news
Diageo regains control of its premium spirits in France - 08/02/2024
- Diageo, world leader in spirits, creates its subsidiary in France
- Diageo takes over direct sales of the majority of the brands it has distributed since the 2000s via MHD (Moët Hennesssy Diageo) in France.
- Only three of its brands are marketed via MHD in France: Johnny Walker, J & B, and Gordon's gin.
- The UK's Diageo is present in France with a market share of 7.9%.
- Diageo's total sales are 20.5 billion euros, two-thirds of which come from the premium spirits segment.
- In this segment, its market share in France is just 3.6%.
- The Group has a much higher market share in other countries: 47% in Greece, 24.4% in Spain and 13.7% in Italy.
- The transfer of MHD (Moët Hennesssy Diageo) brands to the new Diageo subsidiary in France will begin in March 2024
- Diageo plans to develop its tequila offer in particular, with the Don Julio brand.
- Two exclusive distributors are planned for sales to wine merchants: Dugas for Tanqueray gin, Tekel One vodka and a range of pure malt whiskies; and La Maison du Whisky for Don Julio tequila.
Diageo no longer relies on LVMH to win over the French - 25/11/2023
- Diageo (Johnnie Walker, J&B, Smirnoff, Tanqueray, Bailey's, Casamigas...), the world's leading spirits company, has set up its own distribution subsidiary in France
- Diageo is a 34% shareholder in Moët Hennessy.
- Diageo entrusted the distribution of its spirits to MHD (Moët Hennessy Diageo) in 1998.
- from March 1, the new Diageo subsidiary will take over direct marketing of almost all its brands.
- Diageo believes that its portfolio has been too slow to move upmarket in France.
- The group is counting on its development in out-of-home channels (bars, hotels, restaurants, nightclubs, etc.), also known as "on trade", which accounts for only 20% to 30% of Diageo's sales in France
- Diageo plans to increase its market share in France from 7.9% to 10% within three years.
- Diageo ranks third in the French market behind Pernod-Ricard and La Martiniquaise.
- Diageo plans to expand its global footprint in the general alcoholic beverage market to 6% by 2030, up from 4% today.
- MHD will continue to distribute the Moët Hennessy portfolio as well as some of Diageo's most iconic brands in the French market.
- A competitor, Beam Suntory, will take over distribution of Campari brands in France from January.
How Bacardi slips St. Germain into a spritz - 28/09/2023
- St-Germain liqueur was acquired by Bacardi in 2013.
- The brand was introduced by Bacardi in France and Italy between 10 and 15 years ago.
- The St-Germain brand was created in 2007.
- Bacardi recorded sales of $14 billion.
- In France, supermarkets account for two-thirds of Bacardi's sales.
- Direct sales by Bacardi's French subsidiary reached $680 million last year.
- The company owns more than 200 brands and labels.
- In the United States, mezcal and tequila are among the group's best-selling products.
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