News
Rum is the new gin
The research from drinks distributor Paragon Brands found that 38% of Gen-Zers (born between 1997 – 2012) are enjoying the tipple regularly, with 52% saying it’s a result of its enjoyable flavour.
In fact, according to a IWSR's 2024 market report, whilst spirits overall are seeing single digit declines in volume - with gin to incur heavy losses - rum is expected to register long-term, albeit modest, growth, particularly in spiced and flavour variants.
Data from Straits Research also shows an uptick in UK rum sales, increasing by 80% in the past five years.
Pusser's Rum
Pusser’s Rum, which is supplied by Paragon Brands, offers strong notes of pungent molasses, treacle, toffee, honey, and vanilla with oak, cinnamon, and nutmeg. It also gives a nod to rum’s history, using authentic specifications.
For over 300 years, sailors of the Royal Navy were issued a daily rum ration or ‘tot’, which were intended to be a comfort during long voyages. Pusser’s specifications are purchased directly from the Royal Navy with its Admiralty's blessing.
Distilled in a double wooden pot, which first went into production in 1732, this method continues today and is a vital part of the distillation process. This specialised creation means it can be labelled as an authentic navy rum. Pusser’s Rum is available to purchase from a variety of retailers, including Amazon and Master of Malt.
Lucela’s
British chocolate rum producer Lucela’s says it has also seen increasing interest – witnessing sustained growth in revenue and market share since it sold its first bottle in 2022.
“People are tiring of gin and vodka, and are now searching for something new and different, there has been a clear shift towards rum,” said co-founder of Lucela’s, Phil Fairclough, who explained that the business idea had been sparked after he and his co-founder couldn’t find the “perfect rum”.
“Many of them were simply too strong, too sweet, or even too creamy. We wanted something that could be drunk neat and that we could get creative with. And, more importantly, have more than one of,” he added.
Lucela’s believes social media platform TikTok has been a big driver for the UK artisan rum market, with videos during lockdown encouraging at-home mixology and a preference for interesting, decadent flavours.
Since the first bottle was sold in 2022, Lucela’s, which is located just outside Blackpool, has introduced several new products to the range, including an indulgent gift set containing the Lucela’s Chocolate and Rum Spirit Drink and dark/milk chocolate shot cups handmade by a third generation local chocolatier. It also makes a chocolate rum and raisin chocolate bar.
The Chocolate and Rum Spirit Drink is available in several sizes, from 50ml to a litre. RRP for a 700ml bottle is £30 and can be purchased via its website.
Kingsland Drinks & Co-op
Kingsland Drinks and Co-op have also spied an opportunity in rum, having recently partnered to develop and bottle the retailer’s first Fairtrade spirit.
The drinks firm claims the title of the biggest importer of Fairtrade wines in the UK, alongside being the producer of some of the biggest UK spirit brands and non- and low- alcoholic drinks.
Kingsland has collaborated with the Co-op for several years, as a supplier and co-packer. Ahead of this new launch, the company worked with the retailer’s buyers and Fairtrade teams to research and source a Bourbon Barrel Aged Fairtrade Rum – a Caribbean blend from the Dominican Republic, Barbados and Venezuela.
Spirits Buyer for Kingsland Drinks, Andy Hoyle, said the creation of a Fairtrade spirit was a new domain for both parties.
“We tasked ourselves with learning more about the category and, after extensive research and working closely with our global spirits supply partners and our friends at the Fairtrade Foundation, we sourced the Bourbon Barrel Aged Fairtrade Rum from the Caribbean,” said Hoyle.
According to Kingsland Drinks, ageing in Bourbon barrels adds complexity to the final product and a point of difference for consumers in this growing market.
He added that the company is “proud to bring to market a spirit that not only meets the quality shoppers expect from Co-op, but that also embodies something both companies have pioneered from the start.
“It was great to be given the opportunity to work collaboratively with the Co-op buyers, sourcing and creating the new product with the assistance of our NPD lab.
“I have personally seen the great work that Fairtrade does for workers and the wider communities in developing countries – hopefully we can continue to transition and expand the category further in the near future to ensure more Fairtrade Spirits are available for UK consumers.”
The Co-op Irresistible Limited-Edition Fairtrade Golden Rum (70cl, £24) has notes of vanilla and banana with flavours of caramel and tropical fruit.
Maison Villevert
Eyeing the trend of spiced rum, Maison Villevert has also released a new rum inspired by legendary female pirate Anne Bonny.
Anne Bonny offers a blend of Caribbean rum, aged with spices and tropical fruit flavours, delivering a smooth profile with notes of caramel and vanilla.
Combining Jamaica, Dominican Republic and La Réunion, blending British, Spanish and French traditions, to create a fresh take on a timeless spirit.
Creator, Jean-Sébastien Robicquet, said: “Anne Bonny’s story has intrigued me for over 15 years. Her saga of affirmation and survival, her determination and resilience, continues to inspire us today. She reminds us all that true courage lies in the ability to fight for our freedom, and with her rum, we celebrate this boldness, her deep friendships, and are encouraged to build a world where inclusiveness and equality are not mere ideals, but concrete realities.
“With 30% of 18–24-year-olds being regular consumers of rum, our goal was to offer a contemporary twist on a beloved classic. Truly a rum without boundaries, we’re certain that Anne Bonny’s high-quality ingredients will allow people to enjoy neat or in a variety of bold recipes.”
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