Rum sales soar

19 July, 2013

Rum could soon overtake gin to become the UK’s third most popular spirit if retailers tap into its potential, according to a leading supplier.

The category grew 4% in volume in the past year (Nielsen, year to May 25), making it the only spirit in growth in the UK off-trade.

Gin dropped 2% in volume to 190,000hl as rum grew to 158,000hl – with vodka and whisky also dropping but still well in front.

Alvin Saal, brand manager for Mount Gay rum at First Drinks, told OLN: “With the way things are going rum could overtake gin in the near future.

“Retailers should capitalise on this trend and give more space to rum – especially golden and spiced rum, which is driving growth.

“Cocktails are becoming more popular at home and rum is a versatile spirit that is the basis of the number one cocktail, the Mojito.

“There’s also the emergence of a super-premium rum category that Mount Gay falls into. It is doing what Hendrick’s did a few years ago in appealing not just to rum drinkers but to drinkers of premium spirits looking for heritage and craft and willing to pay a premium for that.”




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