J'achète l'étude complète
Synthèse
The global rum market saw significant growth of 10% in sales volume between 2020 and 2021, reaching 150.6 million 9L cases sold in 2021. Despite the initial difficulties of the pandemic, the sector has begun to recover, forecasting an acceleration of the market to $208.84 billion by 2025. However, this estimate has been revised downwards due to the war in Ukraine. In 2022, the global spirits market was valued at $143.48 billion, and this figure is expected to reach $193 billion by 2027, with an annual growth rate of 5.9%.
In 2021, the French rum market increased in value from €511 million to €719 million, and rum accounted for 14% of spirits sales in France by value and volume. Despite a 1% drop in sales to 652.5 million euros by mid-2022, the French rum market continued to demonstrate innovation, with 23 new references introduced, contributing 53% to market growth. The French overseas departments remain the driving force behind production, accounting for 80% of volumes, thanks to a favorable tax regime compared with mainland France. Distribution is still largely handled by supermarkets, although online sales have grown, with 24% of spirits purchases made online by 2022
Rum market trends in France
The French rum market, deeply rooted in tradition and underpinned by a kaleidoscope of flavors and types, has shown a range of trends that reflect the changing tastes and consumption habits of the French population. In a market where white rums dominate, followed by amber rums, there has been a notable increase in the popularity of spiced rums, which, although occupying a smaller market share, are showing a dynamic growth trajectory. Looking at market demand, it's clear that rum is one of France's favorite spirits, with a consumption volume of almost 40 million liters a year .
This makes rum the third most consumed spirit in the country. The consumer base presents some interesting demographic nuances, with rum drinkers presenting a relatively younger and more gender-diverse profile compared to other spirits such as whisky. Furthermore, the preference for rum seems to transcend regional boundaries, with a particularly high level of appreciation in south-west France. Demand for rum is driven by several key factors. Interest in rum has risen by 11% among French consumers, who appreciate it particularly in comparison with whisky and liqueurs. Rum purchase decisions are largely based on price and product experience, with recommendations from friends and family also influential factors.
Rum consumption shows significant seasonality, with a marked increase in interest during festive periods such as Christmas and New Year, reflecting its role in festive and social contexts. The growing popularity of cocktails, with rum-based preparations such as the Mojito becoming French favorites, has given a major boost to the rum market. This not only stimulated the consumption of different types of rum as cocktail ingredients, but also highlighted the versatility of rum as a spirit that can be enjoyed in a variety of forms, from simple sips to complex mixology.
In terms of production, it's important to note that rum manufacturing is concentrated in France's overseas departments and territories, thanks to favorable excise duties that make these regions hubs of the industry. There is ample evidence of a thriving production ecosystem, particularly in Martinique and Guadeloupe, where distilleries have demonstrated resilience and adaptability despite challenges such as climate change and resource scarcity affecting sugarcane yields.
Rum distribution in France takes place mainly in physical outlets such as supermarkets, which remain the main means of purchase for consumers. However, the trend towards online purchasing is gaining ground, with internet sales recording a notable increase, indicating a move towards digital platforms and a diversification of consumer buying habits.
Rum industry titans: powerhouses and innovative pioneers
The rum market, both globally and in France, boasts a wide range of players, from long-established giants to emerging independent distilleries, all feeding into the dynamic and evolving spirits landscape. The major players in this effervescent market have unique offerings and storied pasts, each contributing to the rich tapestry that is the world of rum.
- Captain Morgan- A Goliath among giants This renowned brand is one of the leaders in the rum market, particularly known for its spiced rum varieties which have become a staple for many rum lovers. The iconic Captain Morgan pirate character is as unforgettable as the sweet and spicy flavors that make it a popular choice for tasting and mixing cocktails.
- Old Nick - The timeless favorite With a history that dates back to the dawn of time, Old Nick brings the heritage of classic rum production into the modern era. Its offerings testify to the enduring appeal of traditional rum flavors, and its well-established place in the market demonstrates consumer loyalty and confidence in its high-quality products.
- Saint James - Caribbean excellence Saint James rum is synonymous with quality, and is particularly distinguished by its agricultural origins in the lush landscape of Martinique. Its range of white and aged rums continues to attract connoisseurs thanks to its authentic flavors and meticulous craftsmanship.
- RhumRhum - Innovative know-how A new force on the market, RhumRhum represents the innovative spirit of new independent distillers. They bring artisanal rum production to the fore, emphasizing unique flavors and artisanal methods that attract a new audience of rum aficionados.
- A1710 - Boutique Distillation Another rising star on the independent rum scene, A1710 focuses on the artisanal distillation niche. Its production methods hark back to traditional techniques while exploring new territories in flavor and production, highlighting the growing diversity and sophistication within the industry.
- Appleton Estate - Master blender Joy Spence, the industry's first female master blender, ensures that Appleton Estate rum retains its market-leading position. It's an example of masterful blending, with each bottle bearing the assurance of craftsmanship and heritage.
- Mount Gay Rum and Zacapa - A centuries-old tradition Master blenders Trudiann Branker and Lorena Vasquez, respectively, stand at the entrance to the plant
à la compréhension de ce marché
Détail du contenu
Informations
- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 23/01/2023
Sommaire et extraits
1 Market overview
1.1 Presentation and definition of the rum market
The rum market in France refers to the economic activity related to the production and sale of rum.
Rum is a brandy originating in 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 (rum, whisky, gin, vodka), whose taste is linked to the distillation of the raw material, and "compound" spirits, such as aniseed-flavored aperitifs.these include "simple" spirits (rum, whisky, gin, vodka), whose taste is derived from 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. Rum is consumed as a beverage or in cooking.
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 rums segment is one of the most dynamic, although it accounts for only a marginal share of the market.
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. In thesame year, France's main rum export customers were the United States and Germany (13% each of total exports), followed by Italy and Belgium (6% each).
The rum market can draw 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.
1.2 The global rum market is growing
The global spirits and rum market
The spirits industry was hit hard by the restrictive measures imposed by the pandemic: the ban on going out and the absence of festive or social occasions led to a drop in spirits sales and consumption. In ****, the sector began to recover, and market growth ...
1.3 Key figures for the domestic market
The French spirits market
Consumption of spirits in France is up overall on ****, at ***.* million liters in supermarkets (***).
Breakdown of supermarket sales by spirits category (***) France, ****, in Source: ****
Sales in the spirits industry are estimated at **.* billion euros. (***)
A market subject to geopolitical uncertainties
Despite a good recovery from the pandemic, ...
1.4 Foreign trade in rum
evolution of the French rum trade balance France, ****-****, in millions of $ and as a % of sales Source: UN Comtrade Code: ****** - Rum and other spirits obtained by the distillation of fermented sugarcane products
France is a net exporter of rum, and there has been a definite increase in its coverage ...
1.5 Effects of COVID-19 on the wine and spirits market according to a market expert
This interview was conducted by a Businesscoot analyst with an industry expert (***)
How do you see the impact of the COVID-** crisis on the wine and spirits market?
My feeling is that the major trends are not going to change. Demand should pick up as soon as containment ends. We should ...
2 Demand analysis
2.1 Demand for spirits and rum in France
Overview of spirits consumption in France
Consumption of spirits has fallen sharply in recent years. In ** years, per capita consumption of pure alcohol has fallen from *.** liters per person in **** to *.** liters per person in ****, under the influence of public policies to raise awareness of the dangers of alcohol. Consumers of ...
2.2 Demand drivers
The spirits segment is increasingly attracting French consumers. According to the latest SOWINE and Dynata barometer, **% of those surveyed are interested in this segment, an **% increase over ****. **% of French people believe they consume rum, putting it in first place ahead of whisky and liqueurs. Its popularity is up *% on ****. Spirits selection ...
2.3 France's favourite rum brands
The graph below shows the ranking of rum brands preferred by the French. Percentages correspond to the proportion of respondents who say they like each brand of rum.
Negrita is the favorite rum brand of the French, with **.*% of respondents saying they like it.
Preferred rum brands by gender France, ****, in Source: ...
2.4 Cocktail consumption on the rise
Cocktail consumption is booming and logically driving consumption of the alcohols that make them up, particularly away from home: in fact, in ****, **% of French people consumed cocktails only away from home, and **% consumed them both at home and away from home.
Place of consumption of cocktails France, ****, in Source: ****
Nevertheless, the ...
2.5 Demand in the French West Indies
Stable rum consumption
Consumption of traditional rum in Martinique is a stable element within the alcohol consumption picture. Rum accounts for by far the largest share of consumption (***).
Breakdown of alcohol consumption Martinique, **** - ****, in LAP : Source: ****
In Guadeloupe, consumption of hard alcohol is significantly higher than in mainland France. Where ...
3 Market structure
3.1 Industry forces and organization
Numerous players are involved throughout the chain before the rum reaches the end consumer:
The first players in this chain are the farmers and agricultural cooperatives, as well as the distillers (***); Eaux-de-vie and spirits manufacturers then carry out additional production stages; Intermediaries (***) provide the link between manufacturers and distributors; Three types ...
3.2 Production concentrated overseas
The production process
A distinction can generally be made between rums made from the distillation of cane juice (***) and those made from molasses. Obtained by crushing sugar cane, cane juice deteriorates rapidly: the producer must ferment it very quickly, then distill it. Molasses, on the other hand, is a thick, viscous ...
3.3 Distribution
We can observe that the distribution of alcoholic beverages takes place mainly in physical areas (***).
According to Spiritueux Magazine, in ****, rum accounted for **.*% of the value of spirits sales in supermarkets and hypermarkets (***).
A total of **.* million liters of rum were sold in supermarkets, compared with *.* million litres in cafés, ...
3.4 Increasing competition
The rum segment is highly competitive.
Leaders are keeping up a steady pace of innovation to maintain their market share, which is leading to ever-increasing competition.
for example, Captain Morgan, the industry leader in spiced rums, is attacking the white rum segment with Captain Morgan White, to compete with Bacardi in ...
4 Offer analysis
4.1 Types of rums on offer
Rums can be segmented in different ways: industrial rums vs. agricultural rums age imported rums vs. rums specific to DROMs These rums can be used for a variety of purposes, from disgusting drinks to cocktail bases Types of rums Characteristics Examples of brands White rums White rum is light in color, ...
4.2 A more premium and environmentally-friendly rum offering
The premiumization of rums
As experience grows, a minority but not insignificant proportion of consumers aspire to more premium, even tasting, products. "Standards represent **% of the total market by value, but are losing market share to superpremium and ultrapremium," notes Frédéric Le Garff of Havana Club. According to British ...
4.3 Rising prices
Average rum price trend France, ****-*****, euros Source: ****
We can see that the price per bottle is growing steadily over the ****-**** period, rising from €**.* to €**.**.
The craze for the product and the quest for higher-quality consumption have logically led to a substantial rise in prices, amounting to **.**% over the ...
4.4 Martinique rum
An essential market
While Martinique's sugar cane production is a major source of income, rum production is also an important part of the island's agri-food economy. This sector alone accounts for **% of the added value of the island's food industry and *% of export earnings (***). In ****, total production reached ***,*** hlAP, or around ...
4.5 Old rum price range
Bottled aged rums
The price of a bottle of aged rum varies widely, depending on the brand, the year of production, the degree of alcohol present and the length of ageing. You'll find bottles on the market for as little as €**, rising to almost €*,*** for the rarest and most upmarket. Here's ...
5 Regulations
5.1 Current regulations
As we saw earlier, the specific taxation applied to overseas territories has led to the specificity of the French market. However, aligning the tax system with that of mainland France has long been a legislative snake for public health reasons. According to MP Ericka Bareigts, alcohol is the cause of *.*% of ...
5.2 Future regulations
In the interests of tax fairness and the gradual elimination of derogatory regimes on a European scale, on Wednesday November **, ****, the Senate adopted a government amendment linked to the Social Security budget project spreading over * years and which will lead to aligning the taxation of spiritsparticularly rum, with metropolitan France[***].
The ...
6 Positioning the players
6.1 Segmentation
- Bacardi
- Captain Morgan (Groupe Diageo)
- Malibu (Pernod Ricard)
- Botucal - Diplomático (Groupe Brown Foreman)
- El Dorado Rum
- La Maison Du Rhum
- Dugas (Stock Spirits)
- La Martiniquaise Bardinet
- Pernod Ricard Groupe
- Isautier Rhum
- La Compagnie du Rhum
- Rhum Hardy
- Trois Rivières Rhum (Campari)
- Rivière du Mât
- Neisson Rhum
- Longueteau Rhum
- BBS La Mauny Rhum (Campari)
- Spiridom
- Don Papa Rhum
- Depaz Rhum (Bardinet)
- Dillon Rhum
- Damoiseau Rhum
- Clément Rhum (Bernard Hayot Groupe)
- Charrette Rhum
- Bologne Rhum
- Bielle Rhum
- Bellevue Rhumerie
Liste des graphiques
- Evolution et prévisions des volumes de vente de rhum
- Taille du marché mondial des spiritueux
- Répartition des ventes en grande distribution selon la catégorie de spiritueux (en valeur)
- Croissance des deux segments les plus dynamiques du marché des rhums
- Volume de consommation par types d'alcools
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Dernières actualités
Comment l'Inde devient le paradis du whisky chez Pernod Ricard - 22/01/2024
- Pernod Ricard veut accélérer en Inde.
- Le géant français, qui occupe une position de leader dans le sous-continent
- Forte croissance du marché indien du whisky .
- Dans l'entrée de gamme des whiskys, le goupe possède Royal Stag et Imperial Blue - deux marques produites en Inde qui se placent dans le top 5 des whiskies les plus vendus dans le pays. Il a aussi plusieurs marques haut de gamme : Chiva's Regal, Ballantine's et Glenlivet - des whiskies importés et frappés par une surtaxe de 150 %.
- L'Inde représente 10 % du chiffre d'affaires global du groupe , soit environ 1,2 milliard d'euros.
- Un marché majeur pour le groupe derrière les Etats-Unis.
- La consommation de whiskies importés ainsi que de single malts indiens haut de gamme est en plein essor.
- Les importations de scotch ont doublé entre 2020 et 2022,
- L'Inde lest e premier marché à l'export pour les marques écossaises.
- Les ventes de single malt indien ont progressé de 144 % entre 2021 et 2022.
- Les marques locales détenues par le géant français représentent 85 % des ventes en valeur. Les importations de marques étrangères représentent les 15 % restants.
- Pernod Ricard a 27 usines à travers le pays.
Les tribulations de Pernod Ricard pour créer le premier whisky «made in China» - 17/12/2023
- Pernod Ricard inaugure sa première distillerie de whisky du pays
- Pernod Ricard a prévu d’investir 150 millions d’euros sur dix ans dans ce projet.
- Commercialisation des premières bouteilles de The Chuan, le premier pur malt made in China.
- Les bouteilles sont vendues entre 115 et 190 euros, selon le degré d'alcool (40, 46 ou 60 degrés) et le type de vieillissement.
- La filiale chinoise de Pernod Ricard réalise 10% du chiffre d'affaires du groupe
- Numéro deux mondial des spiritueux, déjà propriétaire d’une cinquantaine de whiskies (dont Chivas, Ballantine’s, The Glenlivet, Aberlour, Royal Salute, Jameson et Jefferson’s...),
- Le marché chinois des spiritueux reste dominé à 97% par le Baijiu (alcool à base de sorgho).
- Les spiritueux occidentaux se partagent les 3% restant, à commencer par le cognac, un marché de 3,2 milliards d'euros, selon le cabinet spécialisé IWSR) et le whisky (1,2 milliard d'euros).
- La distillerie d'Emeishan est située sur la route du Mont Emei, empruntée tout au long de l’année par des millions de touristes chinois. Idéal pour faire de la distillerie un lieu de réception avec salles de dégustation, restaurant et circuit de visite .Pernod Ricard y attend deux millions de visiteurs d'ici à dix ans.
Spiritueux : Bardinet se dote d'une logistique de pointe pour se développer à l'export - 13/12/2023
- Bardinet est une filiale de La Martiniquaise depuis 1993.
- La Martiniquaise a racheté Marie Brizard en 2019.
- Bardinet réalise près de la moitié de son chiffre d'affaires de 240 millions d'euros à l'export.
- La Martiniquaise a un chiffre d'affaires de 1,4 milliard d'euros.
- Le groupe est le numéro un du marché français des spiritueux, et le huitième à l'échelle mondiale.
The Chuan, le premier whisky chinois de Pernod Ricard | Pernod Ricard et le Chuan Whisky - 13/12/2023
- Le groupe Pernod Ricard a mis sur le marché les premières bouteilles de pur malt élaborées dans la distillerie The Chuan en Chine.
- Les bouteilles sont proposées au prix de 100 euros l'unité.
- Pernod Ricard a investi 150 millions d'euros sur dix ans pour financer la première distillerie de whisky étrangère en Chine.
- La distillerie a une capacité de 1 à 1,5 million d'alcools purs.
- La Chine reste une consommatrice massivement de Baiju, l'alcool national, avec une part de consommation d'alcool étranger inférieure à 2%.
- Pernod Ricard occupe des places de leader en Chine sur les deux alcools d'importation les plus consommés, le cognac avec Martell et le whisky avec Chivas.
Comment Bacardi glisse le St-Germain dans le spritz - 28/09/2023
- La liqueur St-Germain a été rachetée par Bacardi en 2013.
- La marque a été introduite par Bacardi en France et en Italie il y a 10 à 15 ans.
- La marque St-Germain a été créée en 2007.
- Bacardi a enregistré un chiffre d'affaires de 14 milliards de dollars.
- En France, la grande distribution représente les deux tiers du chiffre d'affaires de Bacardi.
- Les ventes directes de la filiale française de Bacardi ont atteint 680 millions de dollars l'année dernière.
- L'entreprise possède plus de 200 marques et labels.
- Aux Etats-Unis, le mezcal et la tequila sont parmi les produits les plus vendus par le groupe.
Le whisky est devenu le nouveau cheval de bataille de Pernod Ricard - 01/09/2023
- Le whisky représente 45 % du chiffre d'affaires de Pernod Ricard.
- Pernod Ricard possède un portefeuille de 50 marques de whiskies.
- Prmier spiritueux mondial, le whisky représente 38 % du chiffre d'affaires total de l'industrie et 32 % des volumes.
- Le whisky a représenté un tiers de la croissance enregistrée sur l'exercice 2022-2023 par Pernod Ricard.
- Pernod Ricard a investi 150 millions d'euros dans la construction de la première distillerie de whisky en Chine avec une capacité de production de 1 à 1,5 million de litres d'alcool pur.
- La capacité de production de la marque irlandaise Jameson qui appartient à Pernod Ricard a été doublée à 9 millions de caisses en 2020 avec un investissement pour atteindre les 20 millions de caisses grâce à la construction d'une nouvelle distillerie pour 250 millions d'euros .
- Pernod Ricard a également investi 250 millions d'euros pour la construction d'une nouvelle distillerie au Kentucky.
- En Inde, le groupe a produit un total de 45 millions de caisses.
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- 01/03/2024 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 04/11/2023 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 03/09/2023 - Ajout des informations de l'entreprise Bellevue Rhumerie
- 03/09/2023 - Ajout des informations de l'entreprise Bielle Rhum
- 03/09/2023 - Ajout des informations de l'entreprise Bologne Rhum
- 03/09/2023 - Ajout des informations de l'entreprise Charrette Rhum
- 03/09/2023 - Ajout des informations de l'entreprise Clément Rhum (Bernard Hayot Groupe)
- 03/09/2023 - Ajout des informations de l'entreprise Damoiseau Rhum
- 03/09/2023 - Ajout des informations de l'entreprise Dillon Rhum
- 03/09/2023 - Ajout des informations de l'entreprise Depaz Rhum (Bardinet)
- 03/09/2023 - Ajout des informations de l'entreprise Don Papa Rhum
- 03/09/2023 - Ajout des informations de l'entreprise Spiridom
- 03/09/2023 - Ajout des informations de l'entreprise La Mauny Rhum BBS (Campari)
- 03/09/2023 - Ajout des informations de l'entreprise Longueteau Rhum
- 03/09/2023 - Ajout des informations de l'entreprise Neisson Rhum
- 03/09/2023 - Ajout des informations de l'entreprise Rivière du Mât
- 03/09/2023 - Ajout des informations de l'entreprise Trois Rivières Rhum (Campari)
- 03/08/2023 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 22/07/2023 - Ajout des informations de l'entreprise Rhum Hardy
- 12/07/2023 - Ajout des informations de l'entreprise La Compagnie du Rhum
- 22/06/2023 - Ajout des informations de l'entreprise Isautier Rhum
- 16/04/2023 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 20/01/2023 - L'étude a été complètement mise à jour par un analyste Businesscoot. En plus de cette revue complète, des parties sur la consommation de rhum dans les antilles françaises, ainsi que sur les marques de rhum préférées des Français, ont été ajoutées.
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