The rum market - Portugal

1.1 Definition and scope of study

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 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:

• whiterums
• amberrums
• agedrums
• 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.

Like the global market, the Portuguese rum market is also dominated by international distilled beverage giants. However, it remains attractive to the arrival of new independent players, such as the famous Louisiana artisanal brand Bayou rum.

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

According to data from the World Health Organization, Portugal is one of the world's top ten alcohol consumers, consuming 12.5 liters per capita. An important detail is that 58% of spirits sales are made in bars and restaurants, while sales in super and hypermarkets account for just 17.5% of the market.