India Rum Market

Market Overview

The Indian rum market size was valued at USD 2,097 million in 2021 and is projected to reach USD 3,500 million by 2031, registering a CAGR of 5.3% during the forecast period (2022-2031).

Highlights

• Dark and gold Rum dominates the market by Type.
• Specialty stores dominate the market by sales channel.

Rum is a liquor derived from sugar cane, and as a result, it tastes sweet. However, most rum produced nowadays uses molasses. Before the molasses is distilled into rum, producers ferment the substance. Rum can be either dark or white. The prolonged fermentation process is what gives the rum its dark color. Many beverages frequently include spices as an extra taste boost. During the aging process, spices like vanilla, cinnamon, and peppercorns are infused. Before incorporating these flavors, finely aged spiced rums are first added. It combines with sugar molecules as they seek the flavor they want. When it comes to black rum, the beverage is distinguished by the caramel flavoring or by being aged in oak barrels. Because of the carbon filter technique, white rum has no coloring additions. Due to its low purchase cost and suitability for both parties and on-the-go consumption, it is produced by various businesses nationwide. Rum is a versatile spirit that may be combined with sodas, other alcoholic beverages, and spirits like whiskey and vodka to make great cocktails for celebrations or special events.

Market Dynamics

India Rum Market Drivers

Growing Middle-Class Population

The rum market is mostly driven by India's expanding middle class, which has increased consumer demand for expensive, high-quality spirits. This tendency is most noticeable in urban areas, where the middle class is expanding quickly, and consumers are willing to spend more on premium goods. Bacardi Reserva Ocho is a premium rum that has become increasingly well-liked in India. This rum has been matured in oak casks for at least eight years, giving it a smooth and nuanced flavor profile with hints of wood, vanilla, and caramel. Marketed to wealthy, urban consumers who are ready to spend more for premium spirits, Bacardi Reserva Ocho is positioned as a premium rum for the discriminating consumer.

 For instance, Old Monk is a rum company that has benefited from India's expanding middle class. A well-known brand in the Indian market for more than 50 years, Old Monk, is a dark rum made in India. The product is well-liked by middle-class consumers because of its nice flavor and reasonable price.

India Rum Market Restraints

High Taxes and Regulation

The hefty taxes severely constrain the market and rules the Indian government has set for the alcoholic beverage industry. Alcohol manufacturing and sales are subject to excise taxes, sales taxes, and other charges by the government, which can dramatically raise the price of production and distribution. For rum manufacturers trying to enter the Indian market, high tariffs and complicated and variable licensing procedures in several states might present difficulties. Because each state has unique laws governing the sale and distribution of alcoholic beverages, it can be challenging for companies to understand the regulatory environment.

Additionally, in response to challenges with public health or other social issues, the Indian government occasionally puts additional taxes or limitations on the sale and distribution of alcohol. For instance, in response to the COVID-19 epidemic in 2020, numerous Indian governments banned the sale and consumption of alcohol, which substantially affected the alcoholic beverage business.

India Rum Market Opportunities

Younger Demographic

With over 50% of the population under 25, India has a sizable youth population. This group is open to experimenting with various flavors and brands and becoming increasingly interested in trying out novel and unusual alcoholic beverages. Rum companies that can draw in this audience will have a devoted following for many years. One of the top rum brands in India, Bacardi, has been using its marketing strategies to appeal to younger consumers. The company has been advertising its goods on young people-friendly social media sites like Instagram and Facebook. Additionally, Bacardi has been hosting music festivals and events in India that draw a youthful, energetic crowd. Thus, it provides an opportunity for growth.

Segmental Analysis

The Indian rum market is segmented based on Type, sales channel, and region.

The Type is further segmented into white rum, dark and gold Rum, spiced, and others.

The Dark and gold Rum dominated the market and is expected to register a CAGR of 4.2% over the forecast period.

Based on sales channels, the market is sub-segmented into hypermarkets and supermarkets, specialty stores, online retail, and others.

Specialty stores are expected to dominate the market, registering the highest CAGR of 5.1% over the forecast period.

Regional Analysis

Over 55% of India's rum consumption, primarily dark rum, comes from the south and west. White rum is becoming more popular among young Indians due to the country's expanding cocktail culture and rising female consumption.

The Canteen Stores Department, army canteens, and consumers in southern and eastern India—primarily mass-market brand loyalists have historically driven rum sales in India. Additionally, the category of whisky is slowly declining among senior consumers. West Bengal, Goa, and Kerala produce most Indian rums. Additionally, distilleries can be found in Tamil Nadu, Uttar Pradesh, Karnataka, and Maharashtra. Bacardi, Havana Club Rum, Paul John Rum, Royal Stag, McDowell's No.1 Rum, Appleton Rum, Captain Morgan Rum, Old Monk Rum, Old Port, Contessa, and Hercules Rum are a few of the famous rums available in India.

In India, the market for premium rum is still in its infancy. In the hopes that customers will accept quality with excellent taste and flavor, craft rums like Two Indies, Maka Zai, and Segredo Aldeia are hitting the stores. In addition to the rise in per capita income, premium rum varieties are becoming increasingly popular because of their authenticity, flavor, and brand name. This motivates manufacturers to release a variety of premium rum varieties to satisfy rising consumer demand.

Recent Developments

• March 2023- Bacardi promoted Stephanie MacLeod to drive whisky premiumization and growth.

India Rum Market Segmentation

By Type

• White Rum
• Dark and Gold Rum
• Spiced Rum
• Others

By Sales Channel

• Hypermarkets and Supermarkets
• Specialty Stores
• Online Retails 
• Others