North America Rum Market

Market Overview

The North American rum market size was valued at USD 2,859 million in 2021 and is projected to reach a value of USD 3,601 million by 2031, registering a CAGR of 2.4% 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 manufactured by fermenting and distilling sugarcane juice or molasses. The pure distillate is matured mostly in oak barrels. Cocktail culture and premium brand demand fuel this industry. Non-alcoholic drinks compete heavily. "Light" rums are used in cocktails, whereas "golden" and "dark" rums are usually sipped straight, on the rocks, or cooked with. They're generally mixed now. Premium rums are best served neat or with ice. Rum has no clear definition, making it difficult to categorize. Each country's legislation defines Rum. There are rules for alcohol strength, aging, and even naming. 

Market Dynamics

North America Rum Market Drivers

Growing Demand for Premium Varieties of Rum

North American consumers are increasingly interested in unique, locally made products with great taste. Premium rums use traditional methods and high-quality ingredients to create a more nuanced flavor. 

High-end and artisanal rums have grown in popularity in the U.S. Premium rum brands like Ron Zacapa, Diplomatico, and Plantation are attracting increasingly sophisticated palates. Small-batch rum producers in Florida and California use unique ingredients and cutting-edge technologies to make premium rums. The industry is growing as more Canadians buy aged, blended premium rums. Caribbean rums are extremely popular in Canada, and Appleton Estate and Mount Gay are growing rapidly. More Canadian craft distillers use local ingredients and methods to make great rums.

North America Rum Market Restraints

Growing Health Concerns

Rum makers are pressured to adapt and provide lower sugar and calorie substitutes as more consumers seek healthier options. The possible health effects of consuming significant amounts of sugar and calories, including the danger of obesity, diabetes, and other health issues, are becoming increasingly well-known to consumers. They are consequently looking for lower-sugar and lower-calorie alternatives in many facets of their lives, including alcoholic drinks like Rum. Rum, often produced using sugar cane or molasses, is frequently thought to contain much sugar and calories. Producers may struggle to overcome this notion when advertising their goods to health-conscious consumers.

North America Rum Market Opportunities

The Popularity of Rum-Based Cocktails

Customers looking for new cocktails are buying versatile, easy-to-mix rums. Producers can focus on developing rums with flavors and scents that mix nicely with other ingredients.

Technomic, a food and beverage consulting organization, found that Rum, vodka, and whiskey are the top three spirits used in cocktails in the U.S. Rum-loving Americans love the daiquiri. Google Trends shows that American daiquiri searches have grown over the previous few years. Craft cocktails' popularity and interest in unique drinks may contribute to this trend. Canada is increasingly drinking rum-based beverages. The "Dark n' Stormy" rum-ginger beer drink is popular nationwide. Many Canadian bars and restaurants provide rum-based cocktails like the Mai Tai and Rum Sour. This allows regional market expansion.

Segmental Analysis

The North America rum market is segmented based on Type and sales channel.

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 1.9% 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 2.2% over the forecast period.

Regional Analysis

The rum market is expected to expand quickest in North America. Global producers, expanding demand for premium rums, and rising cocktail use of flavored and spiced rums drive market expansion.

U.S. rum sales are rising. One of the fastest-growing craft markets, it benefits from multiple popularity swings. Craft spiced rum, aged Rum, and imported premium products are growing among younger customers, giving the market a promising future. One-third of Drizly respondents preferred Rum over whiskey. Last year's mergers and acquisitions showed Rum's expansion. Brown-Forman bought the premium rum brand Diplomático in late 2022. Pernod Ricard increased its minority stake in Bumbu-maker Sovereign Brands. Pronghorn also invested in Ten-to-One Rum. Bacardi, Captain Morgan, and Malibu dominate U.S. rum. In 2021, Malibu, the third-biggest rum maker, sold nearly 2 million 9-liter cases more than the next largest provider, demonstrating that top rum brands have a higher attention share than others. In 2021, Malibu added the most cases (244k 9-liter), while Blue Chair Bay and Flor de Cana drive rum growth. Both brands increased 9-liter case volumes by at least 8% from 2019 to 2021. Rum sales reached USD 8.7 billion in 2021.

After the US, Canada is the market leader for Rum in this region. By 2026, Canadians are expected to bring nearly USD 87 million worth of Rum. Since 2021, when it was USD 80 million, this number has gone up by 1.1% each year. Over the past 27 years, the average yearly increase in demand for Canadian Rum has been 2.7%. In 2021, Canada's imports were worth the eighth most.

By 2026, Canada's rum exports will be about USD 6.7 million. Since 2021, when it was USD 6.3 million, this is an increase of 1% per year. Since 1994, Rum in Canada has grown by an average of 9.3% yearly. In 2021, the number of Canada's exports put it in the 25th spot. Thus, Canada can be a major contributor to the rum market in the region in the coming years.

Recent Developments

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

North America 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

By Region

• The U.S
• Canada