Philippine rum Tanduay is entering the European market via the Benelux region (Belgium, the Netherlands, and Luxemburg). The rum maker has signed a deal with Alcobrands, a major independent wine and spirit distributor in Benelux, to market the rum.
Data from Statista’s Global Rum Market 2020 report revealed that the Philippine-made rum led in global sales volume — recording volume sales of 23.9 million (9-litre cases). Bacardi, headquartered in Hamilton, Bermuda, was the second best-selling rum brand globally in 2020, with a sales volume of about 17.7 million-9 litre cases. Rum is from fermented sugar cane or molasses. The beverage first rose to prominence in the sugar cane fields of the Caribbean in the 17th century. Statista said the region is still the centre of world rum production. Despite being around for centuries, the firm revealed that rum is still a relatively unexploited segment.
A study from Persistence Market Research revealed that millennials are driving rum sales globally. Millennial consumers find rum a comparatively economic drink compared to other spirits. Data showed that it is suitable for this age group that seeks budget drinks in the premium category with the desired alcohol content. (Image from Unsplash)
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