By Graeme Offord, creative director (Sydney), Denomination
The rum industry is in the midst of a renaissance. But while these are exciting times for rum brands, many are missing out because they aren’t changing with the times, writes Graeme Offord, creative director (Sydney) of drinks design agency Denomination
BrewDog Distilling Co is ‘on a mission to create a world-renowned Scottish spirits brand’: having announced a new portfolio, new distillery, and new CEO. The brand tells us how it intends to create ‘some serious tidal waves’ in the craft spirits industry.
The founders of Ceder’s non-alcoholic gin have launched a new premium non-alcoholic rum, Marie Laveau: combining the popularity of rum with the rising moderation movement.
Diageo has created a joint venture, Ron Santiago S.A., with Corporación Cuba Ron S.A. The joint venture will have exclusive global distribution rights for premium Cuban heritage rum brand, Santiago de Cuba.
Rum in predicted to exceed the £1bn ($1.38bn) sales mark in the UK in 2017, following in the footsteps of gin, which reached the same milestone in 2016.
Bacardi says its facility in Puerto Rico has experienced some damage following Hurricane Maria, but that the supply of Bacardi rum will not be affected.
Premium golden rum The Duppy Share is following in the footsteps of spiced brands like Sailor Jerry’s and wants to offer millennials a great-tasting artisanal spirit at an affordable price.
Edrington says its new low-calorie rum Brugal Suspiro is attracting both male and female consumers in launch market Spain and sees a ‘lot of tarmac’ ahead of premium vodka brand Snow Leopard in Korea.
Anheuser-Busch InBev believes its Cubanisto beer flavored with rum will prove a hit with ‘tech savvy trend setters’ in the UK as sales of the spirit soar.
Diageo brand Captain Morgan says it is ‘bizarre how underdeveloped’ the global super-premium rum category is but insists it’s only a matter of time before it catches fire.
Campari America has agreed to pay $20m to Kobrand Corporation to secure the distribution rights to its recently acquired Appleton Rum brand portfolio in the US, and 'exploit the brand's potential in the key US market'.
Gruppo Campari today announced a US $414.7m deal to acquire Jamaican rum company Lascelles (LdM) de Mercado and said it planned to use its new heritage brands to spur 'underdeveloped' super-premium rum sales worldwide.
Bacardi claims that it is the first company to infuse flavored rums with two novel ingredient combinations, with the US launches also featuring 'breakthrough' temperature and light-activated bottles, as flavoured rum growth tempers slight non-flavoured...
White spirits such as rum, gin and vodka are undergoing something
of a revival in Italy after years of sluggish growth. But the
success of these clear drinks has not been enough to pull the
Italian spirits market as a whole out of...
