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Market Watch: Rum Players Aim To Boost The Aged Segment

October 28, 2022

The overall rum category has been stuck at under 25 million cases in the U.S. for some time, but bottlings at the premium end—particularly top aged selections—are increasing by double digits, albeit from a small base. Bacardi launched a Reserva Cask Finish series last year, and will introduce a new cask-finish offering annually through 2025. This year’s offering, Reserva Ocho Rye Cask Finish ($33), which rolled out last month, is a 45% abv rum aged in American oak barrels for eight to 12 years and finished in rye casks for two months.

Rémy Cointreau is also leveraging the super-premium end of its Mount Gay portfolio with innovations like its Master Blender Collection. The fifth release from this annual limited-edition bottling, Madeira Cask ($230 a 750-ml.), recently launched.

Nicolas Beckers, president and CEO of the Americas at Rémy Cointreau, notes that the rum category is making waves with these different types of cask maturation that impart flavors consumers might not usually associate with rum. “Aged rum presents a great opportunity within the rum category. These products typically sit within the super-premium-plus price tier, which has consistently been growing two to four times faster than the lower price tiers,” he adds. “This segment is growing due to rediscovery and premiumization.” Market Watch has the full story.

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