Rum Category Saw Significant Boost in 2020
After years of declining sales, the rum category grew 4% to 23.3 million cases in 2020. As at-home consumption increased last year, retailers across the country reported increases in rum sales, with growth led by super-premium brands like Plantation (+41.2%), Kirk & Sweeney (+37%), and Diplomático (+54%).
In addition to premiumization, rum RTDs were another driver behind the category's increase. Both Bacardi and Malibu, two of the leading rum brands, launched RTD extensions to capitalize on the trend.
“We’ve seen a huge spike in off-premise sales that has mitigated some of the decline of the on-premise, and the outcome has been that we’re on track to deliver a phenomenal year on the Bacardi brand—one of the best that we’ve had in a while,” said Bacardi global senior vice president Ned Duggan.
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