In recent years, the world of spirits has witnessed a fascinating transformation, with the premiumisation trend making waves across various categories. One such category experiencing a remarkable ascent is rum. The growing popularity of cocktails, both in on-trade establishments and at home, is propelling rum into the spotlight, particularly within the super-premium and ultra-premium segments.
The growing cocktail culture
Cocktails have become a cornerstone of contemporary drinking culture, contributing significantly to the premiumisation of rum. The demand for innovative and sophisticated cocktails has spurred bartenders and consumers alike to explore high-quality, premium ingredients. This trend is evident not only in bustling bars and restaurants but also in home bars, where enthusiasts experiment with crafting the perfect drink.
A category on the rise
Rum is a category that is growing from a relatively small base, but it holds immense potential, especially within the super-premium and ultra-premium segments. According to IWSR, the top five markets for rum are the US, France, Germany, Italy, and Australia. Additionally, there is a burgeoning interest among consumers in the UK, further indicating rum’s expanding appeal.

Pushing premiumisation internationally
The international premiumisation of rum involves several key strategies. Distillers are focusing on single-origin and limited-edition rums, exploring the concept of terroir, and producing single-cane rums from specific farms. These efforts aim to create rums that can be taken as seriously as the greatest single malts. The introduction of unique, high-quality rums is helping to elevate the category and attract discerning consumers.
The Growth of bitter and white spirits
Parallel to rum’s ascent, there has been notable growth in the popularity of agave-based spirits, such as tequila and mezcal. Additionally, white spirits like gin and vodka continue to enjoy robust demand. The evolving preferences of consumers towards more refined and complex spirits bode well for rum’s premiumisation journey.
Following in Tequila’s footsteps
The trajectory of rum’s premiumisation can be likened to that of tequila. Tequila once held a reputation for being consumed primarily as shots, but it has evolved into a premium spirit featured in sophisticated cocktails like the spicy Margarita. This evolution has been marked by higher pricing and greater consumer appreciation for quality. Rum has the opportunity to follow a similar path, transforming its image and gaining recognition as a premium spirit.
Brazil’s National Spirit: Cachaça
Cachaça, Brazil’s national spirit, plays a significant role in the global spirits landscape. While it enjoys immense popularity in its home country, its presence in international markets remains relatively limited. Cachaça can be broadly categorized into two styles based on its production method: industrially produced using column stills and artisanal cachaça, also known as cachaça de alambique, produced in pot stills.
Cachaça de Alambique: A distinct category
The creation of the Cachaça de alambique category has brought attention to the nuanced differences in production methods. Cachaça de alambique is 100% copper-pot-distilled in batches, with no restrictions on esters, proof, or acidity. Understanding how a product is distilled is crucial, as it significantly influences the final result, which is ultimately determined by the distiller’s skill and the consumer’s palate.
The Importance of distinction
The distinction between industrial and artisanal cachaça is as significant as that between different types of mezcal. For a better drinking experience, consumers need to understand what they are consuming and the differences within the complex category of cachaça. This knowledge enhances appreciation and elevates the drinking experience, similar to how one might approach sake or mezcal.
Brazilian terroir and aging
Brazil boasts a fascinating variety of woods used to age cachaça, such as Amburana, Bálsamo, and Tapinhoã. The concept of Brazilian terroir is also noteworthy, with cachaça being made using three types of cane, each providing unique organoleptic profiles. This diversity adds to the richness and complexity of cachaça, making it a spirit worth exploring.
The role of Caipirinha
Caipirinha, Brazil’s iconic cocktail, plays a vital role in popularizing cachaça. This refreshing and simple cocktail showcases the spirit’s versatility and introduces it to a wider audience. As consumers develop a taste for Caipirinhas, they become more inclined to explore the broader world of cachaça, including its premium and artisanal expressions.

Rum in the Caribbean
In the Caribbean, rum is traditionally viewed as a utilitarian spirit among locals, with the highest volume consisting of unaged white or gold rum at value or standard price points. However, there is a growing local aspiration for luxury, with a perception that foreign spirits possess a superior and more luxurious quality. Despite this, rum remains cherished as a comfort beverage. Cuba’s rum industry, despite its challenges, continues to produce some of the world’s most recognizable rums. Havana Club, arguably the most famous Cuban rum brand, offers a range of rums from young and vibrant to well-aged and complex. Cuban rums are typically lighter in style, which makes them versatile for a variety of cocktails, further enhancing their global appeal.
The rise of Latin American rums
Outside of Brazil, Latin America is also home to some of the finest rums in the world. For example, in Guatemala, Ron Zacapa is renowned for its premium rums aged in the highlands, which provide unique climatic conditions favorable for slow aging. Utilizing a solera system traditionally used in sherry production, Ron Zacapa produces a rich and complex spirit that appeals to connoisseurs globally.
Similarly, in Venezuela, Diplomático has become synonymous with high-quality, premium rum. The distillery’s emphasis on using high-quality molasses, combined with its aging process in a variety of casks (such as ex-bourbon and ex-sherry), creates rums with a depth of flavor and complexity that have garnered numerous international awards.
The unique charm of Jamaican Rum
Jamaican rum stands out for its robust and full-bodied profile, often attributed to the use of pot stills and the inclusion of high-ester content, which adds intense and fruity flavors. Brands like Appleton Estate and Hampden Estate exemplify the rich tradition of Jamaican rum-making. Appleton Estate, for instance, focuses on estate-produced rums, where every step from sugar cane cultivation to bottling is managed in-house, ensuring consistency and quality.
The revival of Navy Rum
Navy rum, historically associated with British naval traditions, is experiencing a revival in the premium segment. Brands like Pusser’s and Black Tot are tapping into this heritage, offering rums that replicate the traditional naval blends. These rums are often richer and darker, with a complex flavor profile that includes notes of molasses, spice, and dried fruit, appealing to those who appreciate robust spirits.
Conclusion
The premiumisation of rum represents a significant opportunity within the spirits industry. By following in the footsteps of tequila and capitalizing on the growing cocktail culture, rum can transform its image and gain recognition as a sophisticated and premium spirit. The efforts to push premiumisation internationally, along with the exploration of terroir and unique production methods, are paving the way for rum’s ascent. Moreover, understanding and appreciating the distinctions within categories like cachaça enhance the overall drinking experience, fostering a deeper connection between consumers and the spirits they enjoy.
As we look to the future, the discussion around rum’s premiumisation invites nseveralquestions: How will consumer preferences continue to evolve? Can rum achieve the same level of prestige as other premium spirits like single malt whisky or fine cognac? What innovations will distillers introduce to further elevate rum’s status? Engaging with these questions not only deepens our appreciation of rum but also shapes the future landscape of this dynamic category.