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  • Number of pages : 30 pages
  • Format : Digital and PDF versions
  • Last update : 28/09/2023
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Summary and extracts

1 Market overview

1.1 Definition and presentation of the rum market

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

There are different categories of rums :

  • 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 should continue to do so in the years ahead, largely dominated by a handful of international brands.

The Spanish market is Europe's leading rum market, and is enjoying strong growth, driven by rum consumption that has been rising steadily since the early 2010s. In 2018, rum accounted for almost 16% of alcoholic beverages consumed away from home and 9.2% of alcoholic beverages consumed at home. [Ministry of Agriculture and Food]

The rum market is strongly driven by the cocktail trend, which has been very much in vogue for several years. In 2020, however, the announcement by AliExpress that it would open a "Spirit Drinks" category for sale in Spain will seriously disrupt the organization of the rum market.

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 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.
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.
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.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Diageo
Bacardi
PERNOD RICARD WINEMAKERS SPAIN SA
Dugas (Stock Spirits)
La Maison Du Rhum
Zamora Company
Grupo Osborne
Beam Suntory

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