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1.1 Definition and scope of study

Rum is a brandy coming 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, vodka, whose taste is related to the distillation of the raw material; and "complex" spirits such as aniseed-flavoured aperitifs, or liqueurs whose taste is related to the addition of aromatic substances to neutral alcohol or brandy.

There are different categories of rum : 

  • white rums ;
  • amber rums ;
  • "old" rums ;
  • spicy rums.

The global spirits market is dominated by North America, followed by Western Europe. The white spirits and rum category represent a very large portion of the global spirits market. The world rum market is growing and is expected to remain so in the coming years, largely dominated by a few brands with an international dimension. 

The Spanish market is the leading European market for the rum sector and is experiencing strong growth, driven by a steady increase in rum consumption since the beginning of 2010s. In 2018, rum accounted for almost 16% of alcoholic beverages consumed out of home and 9.2% of alcoholic beverages consumed at home. [Ministry of Agriculture and Food]

The rum market is strongly driven by the trend for cocktails, which has been very much in vogue for several years. However, in 2020, the announcement by AliExpress of the opening of a "Spirit Drinks" category in Spain strongly disrupts the organization of the rum market.






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