Rum has seen a notable resurgence in recent years, with increasing consumer interest and a rise in premium expressions. Despite the overall positive trend, many rum brands experienced negative growth last year. Here, we explore the top five biggest-selling rum brands by volume in 2023, based on data from The Brand Champions 2024 report.
5. Havana Club
2023 Sales: 3.8 million cases
2022 Sales: 4.6 million cases
Change: -15.8%
2022 Rank: 5
Havana Club, owned by Pernod Ricard, experienced a significant drop in sales, falling below 4 million cases for the first time since The Brand Champions began. Efforts to revitalize the brand included team-based bartending contests, range refreshes, and new designs. The US-Cuba trade embargo has also impacted sales.
4. McDowell’s Rum
2023 Sales: 6.5 million cases
2022 Sales: 8.8 million cases
Change: -27.0%
2022 Rank: 4
McDowell’s Rum, part of Diageo’s Indian arm United Spirits, saw the steepest decline among the top rum brands, with sales dropping 27%. Once close to 11 million cases in 2019, the brand’s performance has been in decline. However, its Indian whisky counterpart remains a top seller.
3. Captain Morgan
2023 Sales: 12.1 million cases
2022 Sales: 12.9 million cases
Change: -6.5%
2022 Rank: 3
Captain Morgan, owned by Diageo, saw a 6.5% decrease in sales, dipping closer to 12 million cases. The brand is exploring new markets, including alcohol-free and ready-to-drink (RTD) products, to boost future performance. Catching up to Bacardí remains a challenge.
2. Bacardí
2023 Sales: 20.6 million cases
2022 Sales: 21.1 million cases
Change: -2.3%
2022 Rank: 2
Bacardí experienced a slight decline in sales, dropping 2.3%. Despite this, the brand managed to sell over 20 million cases for the second consecutive year. Initiatives like making pop star Camila Cabello the face of its campaign and focusing on flavoured expressions and on-trade markets indicate a promising future.
1. Tanduay
2023 Sales: 23.4 million cases
2022 Sales: 27.4 million cases
Change: -14.7%
2022 Rank: 1
Tanduay retained its position as the top-selling rum brand, despite a 14.7% decline in sales. The Philippine brand’s significant drop is concerning, but it remains comfortably ahead of Bacardí. The decline was the largest among the top 10 global spirits brands.
Conclusion
The rum market has shown resilience and growth potential, particularly with the rise of premium products and innovative marketing strategies. However, the top-selling brands have faced challenges, reflected in their sales declines. Moving forward, these brands are likely to focus on product diversification, new markets, and strategic campaigns to maintain and grow their market share.
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