Rum Marketers Accentuate The High End

While the overall rum category has been in decline in the U.S., marketers are seeing increased interest in higher-end expressions, and expect to make further inroads in the luxury spirits segment looking ahead. Leading $25-plus rum brands like Planteray (formerly Plantation), Bumbu, Zacapa, Pusser’s, and Santa Teresa have all grown substantially over the past three years. Rum’s $25 and over segment surpassed 1 million cases in the U.S. last year, according to Impact Databank.

Planteray has almost tripled in size since 2017, nearing 180,000 cases in the U.S. last year. “We have three different Planteray products launching this year, including some incredible Barbados exclusives out of West Indies Rum Distillery,” says Guillaume Lamy, managing director of brand owner Maison Ferrand USA. “This is what we intend to do as a rum purveyor in a market that has a true appreciation for high-end spirits.”

Brown-Forman is also bullish on the super-premium and luxury end of the rum category. The company finalized its acquisition of Diplomático Rum in January 2023. Alex Fellows, Diplomático Rum senior brand manager, says the brand is positioned to appeal to super-premium spirits consumers, not just rum drinkers. Diplomático’s U.S. volume was just under 50,000 cases last year, up significantly since pre-pandemic. Last fall the brand debuted a Single Vintage 2007 retailing at $120.

“There is now an established trend of premium consumers who are experimenting with aged rums like Diplomático to elevate their at-home cocktail experience,” says Fellows. “That said, super-premium rum still only represents 1% in volume and 7% in value, so there is still room for growth as consumers better understand rum’s quality credentials.”

Rum as a substitute for other spirits in classic cocktails isn’t a new idea but it could have some traction going forward, says Dina Krannich, senior brand manager for Zacapa Rum at Diageo. “We do believe there is a rum renaissance on the horizon, as consumers learn and appreciate the nuances within the rum category,” she says. Zacapa neared 70,000 cases in the U.S. last year, up from around 50,000 cases in 2020. Late last year the brand debuted its first global ad campaign, highlighting its Guatemalan provenance.

Shaw-Ross International is present at rum’s high end with two labels, Pusser’s and Papa’s Pilar. The latter, inspired by the legacy of Ernest Hemingway, includes a dark rum ($39) and blonde rum ($29) as well as sherry- and rye-finished bottlings and high-end limited editions. Pusser’s, meanwhile, is now above 40,000 cases stateside, having risen steadily the past few years.

Campari is active in the segment with Appleton Estate and Wray & Nephew. “Not only are the aged expressions within the Appleton Estate core range performing well and driving brand growth, but we’re seeing a healthy appetite for limited, high-end offerings—for example, the annual Hearts Collection or the 17 Year Old Legend expression that we released last year,” says Campari America managing director Melanie Batchelor.

“Aged rums are poised to explode in popularity in the next couple of years,” notes Lisa Pfenning, vice president of Bacardi rum for North America. “Aged rums offer a premium sipping experience that resonates with discerning consumers seeking elevated spirits options.” In addition to the flagship Bacardi label, which has heightened focus on its Ocho expression lately, the portfolio includes the Santa Teresa label from Venezuela, with Pfenning noting that Santa Teresa’s limited Speyside Whisky Cask Finish offering ($50) has been well received.

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