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- Number of pages : 30 pages
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- Last update : 02/10/2023
Summary and extracts
1 Synthèse du marché
1.1 Définition et présentation du marché du rhum
Le rhum est une eau-de-vie originaire des Amériques, produite à partir de la canne à sucre. Le marché du rhum est un sous segment du marché des spiritueux : des boissons faîtes à partir d’alcool de distillation. On distingue deux types de spiritueux : les spiritueux « simples » dont font partie le rhum, le whisky, le gin, la vodka et dont le goût est lié à la distillation de la matière première et les spiritueux « composés » comme les apéritifs anisés, ou les liqueurs dont le goût est lié à l’ajout de substances aromatiques à un alcool neutre ou à une eau-de-vie.
Il existe différentes catégories de rhums :
- les rhums blancs
- les rhums ambrés
- les rhums "vieux"
- les rhums épicés
Le marché mondial des spiritueux est dominé par l'Amérique du Nord, suivie de l'Europe de l'Ouest. La catégorie des alcools blancs et du rhum représente une très large partie du marché mondial des spiritueux. Le marché mondial du rhum est en croissance et devrait le rester dans les années à venir, largement dominé par quelques marques à dimension internationale.
Le marché espagnol est le premier marché européen pour le secteur du rhum et connaît une forte croissance, tirée par une consommation de rhum en augmentation constante depuis le début des années 2010. En 2018, le rhum représentait près de 16% des boissons alcoolisées consommées hors foyer et 9,2% des boissons alcoolisées consommées à domicile. [Ministère de l’Agriculture et Alimentation]
Le marché du rhum est fortement tiré par la tendance des cocktails, très en vogue depuis plusieurs années. En 2020, l’annonce par AliExpress de l’ouverture à la vente d’une catégorie « Boissons spiritueuses » en Espagne vient cependant fortement perturber l’organisation du marché du rhum.
List of charts
- Size of the global spirits market
- Rum sales volume trends and forecasts
- Taille de marché du rhum
- Volume de spiritueux consommés par les ménages espagnols, par type
- Evolution de la consommation de spiritueux, par type de spiritueux
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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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