the rum market


1.1 Definition and scope of study

Rum is a brandy originating from the Americas, produced from sugar cane. The rum market is a sub-segment of the spirits market: beverages made from distilled alcohol. There are two types of spirits the "simple" spirits which include rum, whisky, gin, vodka and whose taste is linked to the distillation of the raw material and compound" spirits such as aniseed-flavoured aperitifs, or liqueurs whose taste is linked to the addition of aromatic substances to a neutral alcohol or brandy. Rum is consumed as a drink or in the kitchen

There are different categories of rum

  • rums whites
  • rums amber
  • rums "old"
  • rums spicy

The world spirits market is dominated by North America followed by Western Europe. The category of white spirits and rum represents a very large part of the world spirits market. The world market for rum is accretive and is expected to remain so in the years to come, largely dominated by a few international brands

Like the world market, the Portuguese rum market is also dominated by international giants in distilled drinks. However, it remains attractive for the arrival of new independent players, such as the famous Louisiana artisanal brand bayou rum .

According to the National Association of Spirits Beverage Companies (ANEBE), spirits account for 11% of all alcoholic beverages consumed in Portugal The share of wine and beer is 55% and 31% respectively. Among spirits, rum is showing positive growth, compared to other spirits of the same type. [ Dinheiro Vivo ]

According to data from the World Health Organization, Portugal is part of the of the top ten drinkers in the world with a consumption of 12.5 litres per capita . An important detail is that 58% of spirits sales are made in bars and restaurants while sales in supermarkets and hypermarkets represent only 17.5% of the market.

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