The rum market - Germany

The global rum market, with major players like Diageo, Pernod Ricard, and Bacardi, is experiencing growth in both sales value and volume, primarily driven by the increasing range of product offerings with different flavors and spices. In 2020, despite the cyclical nature of rum consumption peaking around Christmas, the COVID-19 pandemic slightly increased consumer interest, as evidenced by a rise in searches and mixed alcohol drink sales. However, the overall impact of the pandemic on the German rum market was considered insignificant due to this seasonality. Premiumization is also a trending factor contributing to market growth, with consumers showing a preference for high-end products. In Germany, domestic rum consumption is on the decline; however, there's an opportunity in the premiumization trend, and the market is slightly offset by local producers such as Senft and Asmussen. Millennials comprise a significant demographic segment for rum consumption in Germany. The average price per liter of rum globally was approximately $11 in 2018, with increasing prices attributed to the premiumization trend. Despite the lack of specific numerical data from the text for 2020 and beyond, the mentioned trends and behaviors provide a general overview of the rum market's evolution during and following the onset of the pandemic..Title: Exploring the Evolving Landscape of Rum Consumption in Germany The German rum market is undergoing a series of changes, reflecting both global trends and domestic consumption patterns. Despite Germany's historical ties to rum production dating back to the 1700s, today's market is characterized by a decrease in overall volume sales, with a clear preference emerging for high-end rum products. Globally, the rum market is enjoying growth, with consumption predicted to increase from approximately 1.36 billion liters in 2018 to around 1.42 billion liters by 2023. This growth is spurred by an expanding product range, including various flavors and spices, and a shift in consumer habits towards higher-quality sipping rums. The market value is also on the rise, expected to reach about $21.5 billion by 2029, with a compound annual growth rate of approximately 3.32%. South Asia, and in particular the Philippines, is a significant driver of this momentum, consuming large volumes of rum. In stark contrast, Germany's domestic consumption appears to be shrinking, with volumes sold decreasing at a compound annual growth rate of close to 0.9%. By 2023, Germany is estimated to represent roughly 2% of the global market. Yet within this declining volume, there is a noticeable trend towards premiumization, with consumers showing readiness to pay higher prices for premium rum products. This shift towards luxury reflects a growing connoisseur culture, with insights suggesting a growth of around 10.2% in the luxury spirits market between 2014 and 2019. Despite the decline in volume, the value of rum produced in Germany stood at approximately €20.9 million in 2018, indicating the importance of rum within the spirits sector. The German market is dominated by global brands such as Bacardi, Havana Club, and Captain Morgan. Bacardi, in particular, has captured roughly 17% of global sales, translating to between 15 and 20 million 9-liter cases sold in 2018. In addition to these international giants, there are domestic players like Asmussen and Simon's, contributing to the diversity of the market. Millennials emerge as a significant consumer base, displaying a higher consumption rate of rum compared to other demographic groups. When examining demand trends, it is crucial to note the high cyclicality associated with rum consumption. The festive season, particularly Christmas, drives a spike in demand, making it an essential period for rum sales in Germany. Rum searches peak around this time, indicating consumer.### The Dominant Forces in the Global and German Rum Market The landscape of the global and German rum markets is shaped by a few prominent players, each commanding significant presence and influence. These industry giants wield considerable power, enjoying widespread brand recognition and consumer loyalty. The following companies represent the titans of the rum world, dictating market trends, pioneering innovations, and setting competitive benchmarks. #### Diageo Diageo stands tall as a global leader in the alcohol beverage industry, boasting a formidable portfolio of spirit brands. Among its renowned rum offerings is Captain Morgan, a brand steeped in maritime lore and serving a lineup that includes "The Original Rum," "Original Spiced Gold," and "White Rum." Bundaberg, an Australian brand, also falls under Diageo's umbrella, offering a spectrum of rums from infamous "small batches" to classic and aged varieties. Another gem in their crown is Ron Zacapa, a Guatemalan-crafted rum that has won hearts with its aged blends and premium varieties like Zacapa 23 and Zacapa XO. #### Pernod Ricard Flying the flag of France high in the rum industry is Pernod Ricard, which has cemented its place with two distinctive brands. Malibu, recognized the world over for its Caribbean origins and coconut flavor, lends a tropical flair to the company's portfolio. Havana Club ranks among the top international rum brands, especially popular in Cuba, Germany, France, and Italy. It offers a variety of choices from the traditional Havana Club 3 and Havana Club 7, to the pricier sips found within the Havana Club Iconica Collection. #### Campari Group Italian entity Campari Group contributes to the market's diversity with its array of rum brands. Appleton Estate delivers a taste of Jamaica through its legitimate brown rum, from reasonably priced bottles suited for the everyday consumer to ultra-luxe iterations like the 50-year-old variety. Wray and Nephew and Coruba continue the Jamaican theme, providing both white and dark rums that reflect the rich heritage of the region. Additionally, Campari brings the unique Sangsters rum cream to consumers seeking a sweeter, cream-based rum experience. #### Bacardi No rum conversation is complete without mentioning Bacardi, a household name whose very mention evokes images of sun-soaked beaches and good times. As a major player in the market, Bacardi has a long-standing history and boasts a vast range of products catering to both casual drinkers and connoisseurs. Riding

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• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 20/07/2020

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Summary and extracts

List of charts

• Taille du marché du rhum (volume)
• Taille du marché du rhum (valeur)
• Consommation d'alcool par personne
• Indice des prix des spiritueux
• Part de spiritueux dans l'approvisionnement des supermarchés
• Part de chaque boisson dans le marché des spiritueux
• Taille du marché du rhum (en volume)
• Boissons les plus populaires
• Nombre de personnes qui ont consommé du rhum au cours des 14 jours précédents l'enquête
• Marques préférées de rhum
• Fréquence de consommation de rhum brun
• Fréquence de consommation de rhum blanc
• Google Trends pour "Rum"
• Taille du Marché des Spiritueux de Luxe
• Ventes de spiritueux dans les supermarchés Markant
• Google Trends pour 3 différentes marques de rhum
• Ventes de spiritueux par région
• Commerce Extérieur de Rhum et Tafia
• Pays de destination des exportations de rhum et tafia
• Pays d'origine des importations de rhum et tafia
• Destinations principales pour les exportations
• Principaux pays d'origine des importations

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