Unlocking the Profit Potential of the Caribbean - 2nd Edition

Categories and Producers

Rum and other alcoholic drinks

The Caribbean is famous for rum and many of the islands produce brands with distinct styles. From sophisticated sippers to rums that mix perfectly with cola, the spirit has wide appeal. The UK Rum market is the 3 rd biggest market globally and the top 10 Rum brands in the UK are all from the Caribbean, together selling over 305 thousand 9 Litre Cases in 2021, worth £335.5m in value sales 3 . In addition, the total spirit drinks as a category including rum are worth £5.697bn in the UK and grew by 7.4%. (Nielsen IQ Sept 2021). Of note is the growing trend for flavoured or spiced rum in the Off-Trade, which was up 9% in 2021 (Nielsen IQ MAT to 01/01/22). Beer Following in the Caribbean rum’s global success, Caribbean brewers are looking to take up some of the market share. Total UK beer sales were worth £5.691bn in 2021 up 6% (Nielsen IQ Sept 2021) and craft beers are worth £369.9m in the UK and growing strongly by 9.9% (Nielsen IQ to 29/01/22).

Caribbean soft drinks are also popular, with brands such as Old Jamaica Ginger Beer with a 35% volume share of world drinks in the UK (Nielsen IQ 2021) and brands such as Levi Roots Caribbean Crush popular in the convenience channel (a key selling channel for this product type) – up 21% YOY (Nielsen IQ MAT to Feb 22).

“Consumers are becoming more aware of the unparalleled diversity of styles and flavours of Caribbean rum, and they love what it has to offer. This is why rum is the fastest growing spirit in the European market. We are excited to see where the future of rum will take us!”

The top 10 rum brands in the UK are all from the Caribbean

Benjamin Boothe & Kristoffer von Stedingk, Rum Spirits Academy Europe

Total spirit drinks as a category including rum are worth £5.697B in the UK and grew by 7.4%.

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3 Nielsen CGA, Latest MAT to 09/10/21