The rum market - France

There are different categories of rum:

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 is set to remain so in the years ahead, largely dominated by a few international brands. Like the global market, the French rum market is also dominated by international spirits giants. However, it remains attractive to new independent players such as RhumRhum and A1710. The French market is growing in both volume and value. given the specificities of the French tax system, spirits production is concentrated in the French overseas departments and territories. Distribution is largely organized through supermarkets. White rums dominate the market, followed by amber rums. The spiced rum segment, while representing only a marginal share of the market, is one of the most dynamic. In France, the rum market is stable, with a slight decline of -1% between 2020 and 2021. It is the spirit with the highest sales, ahead of vodka, liqueurs and gin. The market leaders in France are Captain Morgan, followed by Old Nick and Saint James. Inthe same year, France's main rum export customers were the United States andGermany (13% each of total exports). The rum market is very dynamic and highly popular with the French, as it is the third most consumed spirit. It can rely on the cocktail trend , which is helping to renew rum's image and stimulate demand. In fact, this is one of the main lines of communication used by the major rum brands on the French market.