INDUSTRIES

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MARKETSRumindustryCHAPTER

01OverviewMarketvalueoftherummarketmarketworldwidefrom2014to2027(inbillionU.S.dollars)Marketvalueofrumworldwide2014-20272519.152018.3117.4816.5616.6715.815.8515.8715.5115.0414.9114.4814.31510513.790201420152016201720182019202020212022202320242025202620273Description:Theglobalrevenueinthe'Rum'segmentofthealcoholicdrinksmarketwasforecasttocontinuouslyincreasebetween2023and2027byintotal3.3billionU.S.dollars(+20.79percent).Aftertheseventhconsecutiveincreasingyear,theindicatorisestimatedtoreach19.15billionU.S.dollarsandthereforeanewpeakin2027.ReadmoreNote(s):Worldwide;2014to2027Source(s):ConsumerMarketInsightsDollarsalesofrumintheUnitedStatesin2022,bytier(inmillionU.S.dollars)DollarsalesofrumintheU.S.2022,bytier10,0009,0008,0007,0006,0005,0004,0003,0002,0001,00008,9172,481RetailsalesSuppliersales4Description:RetaildollarsalesofrumintheU.S.amountedtoabout8.9billionU.S.dollarsin2022,comparedtonearly2.5billionU.S.dollarsgeneratedbysuppliers.ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupSuppliergrossrevenueofrumintheUnitedStatesfrom2004to2022(inmillionU.S.dollars)U.S.suppliergrossrevenueofrum2004-20223,0002,486

2,491

2,4812,5002,392

2,3742,3482,3162,3252,335

2,3282,2982,2732,1982,1802,1792,0562,0001,5001,0005001,8871,7851,55602004

2005

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20225Description:ThistimelineillustratesthetrendinsuppliergrossrevenueofrumintheUnitedStatesfrom2004to2022.AccordingtotheDistilledSpiritsIndustryCouncil,rumsuppliergrossrevenueamountedtoabout2.5billionU.S.dollarsin2022.ReadmoreNote(s):UnitedStates;2004to2022Source(s):DISCUSSuppliergrossrevenueofrumintheUnitedStatesin2022,bypricecategory(inmillionU.S.dollars)U.S.suppliergrossrevenueofrum2022,bypricecategorySuppliergrossrevenueinmillionU.S.dollars600

800

1,00002004001,2001,4001,6001,800ValuePremium2231,612HighendpremiumSuperpremium4112366/statistics/333897/us-supplier-gross-revenue-of-rum-by-price-categoryThisstatisticillustratesthesuppliergrossrevenueofrumintheUnitedStatesin2022,brokendownbypricecategory.TheDistilledSpiritsCouncilreportedrumsuppliergrossrevenueofabout411millionU.S.dollarsinthehighendpremiumcategory.ReadmoreNote(s):UnitedStates;2022Source(s):DISCUSVolumesalesshareoftheleadingrumsuppliersintheUnitedStatesin2022VolumesalesshareoftheleadingrumcompaniesintheU.S.2022Volumesalesshare15%0%5%10%20%25%30%35%BacardiUSADiageo31.2%23.3%PernodRicardUSABeamSuntoryHeavenHillBrandsOthers12.3%4.8%4.1%24.2%7Description:In2022,BacardiUSAaccountedfora31.2percentshareofrumvolumesalesintheUnitedStates.HeavenHillBrandshadthesmallestpresenceamongtheleadingbrandswitha4.1percentshare.

ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.Figuresarebasedonowncalculations.ReadmoreSource(s):BeverageInformationGroupNumberofrumproductintroductionsintheUnitedStatesfrom2011to2022RumproductintroductionsintheU.S.2011-20224035373230252015105282624222119191312302011201220132014201520162017201820192020202120228Description:herumcategorysaw19productintroductionsintheUnitedStatesin2022.Whilethisisanincreasingfromtheprevioustwoyearsofpandemicdecline,productintroductionsarestillbelowthehistoricalaverage.ReadmoreNote(s):UnitedStates;2011to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.IncludingCachaca.ReadmoreSource(s):BeverageInformationGroupRetaildollarsalesshareofdistilledspiritsintheUnitedStatesin2022,bycategoryRetaildollarsalesshareofdistilledspiritsintheU.S.2022,bycategoryShareofretaildollarsales15%0%5%10%20%25%30%35%VodkaStraightAmericanwhiskeyTequila29.3%12.6%11.6%Cordials&liqueursRum9.5%8.7%Brandy&cognacCanadianwhiskyScotchwhisky7%6.5%5.3%Gin3.1%3%Ready-to-drinkIrishandotherBlendedAmericanwhiskey2.2%1.2%9Description:In2022,theU.S.retaildollarsalesshareofthevodkacategorystoodat29.3percent,makingitthelargestportionofthemarket.Nextlargestwerestraightwhiskieswithashareof12.6percent.

ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupSalesvolumeoftheUnitedStatesspiritsindustryin2022,bycategory(inmillion9litercases)SalesvolumeoftheU.S.spiritsindustrybycategory20229077.8876.98070605040302010050.2729.8724.06Rum21.8214.399.83GinVodkaWhiskey*TequilaBrandy&cognacCordialsCocktails/RTDs10Description:ThisstatisticshowsthespiritssalesvolumeintheUnitedStatesin2022,brokendownbycategory.Inthatyear,thesalesvolumeoftequilaamountedtoabout29.87million9litercasesintheUnitedStates.ReadmoreNote(s):UnitedStates;2022;*Whiskeyincludesblendedwhiskey,BourbonandTennessee,Canadian,blendedandsinglemaltScotch,andIrish.Numbershavebeenroundedtoprovideabetterunderstandingofthestatistic.

ReadmoreSource(s):DISCUSCHAPTER

02TradeLeadingimportersofrumanddistilledfermentedsugar-caneworldwidein2022,bycountry(inmillionU.S.dollars)Globalleadersofrumanddistilledfermentedsugar-caneimportsin2022,bycountryImportvalueinmillionU.S.dollars150

200050100250300350ItalyUnitedStatesGermany305.8192.34177.26175.26SpainNetherlandsUnitedKingdomCanada126.6130.34101.6196.63FranceBelgium65.7253.72Czechia12Description:Italywasthelargestrumandtafiaimporterintheworldin2022.Italy'simportsofrumanddistilledfermentedsugar-caneamountedtoavalueofaround306millionU.S.dollarsinthatyear.TheUnitedStateswasthenextlargestimporter,withimportsvaluedatabout192milliondollars.ReadmoreNote(s):Worldwide;2022Source(s):UNComtradeLeadingexportersofrumanddistilledfermentedsugar-caneworldwidein2022,bycountry(inmillionU.S.dollars)Globalleadersofrumanddistilledfermentedsugar-caneexportsin2022,bycountryExportvalueinmillionU.S.dollars050100150200250300ItalyUnitedStatesNetherlandsDomicanRepublicSpain240.6182.07139.04137.6133.62129.9FranceUnitedKingdomGuatemalaGermany82.9368.6163.8456.42Jamaica13Description:Italywasthelargestrumanddistilledfermentedsugar-caneexporterintheworldin2022.Italy'sexportsofrumanddistilledfermentedsugar-caneamountedtoavalueofaround240millionU.S.dollarsinthatyear.TheUnitedStateswasthenextlargestexporter,withexportsvaluedatabout182milliondollars.ReadmoreNote(s):Worldwide;2022Source(s):UNComtradeDutiablerumimportvalueoftheUnitedStatesfrom2014to2022(inmillionU.S.dollars)*U.S.dutiablerumimportvalue2014-2022200180160140120180177145.46137.85128.31118.83113.22107.08102.2110080604020020142015201620172018201920202021202214Description:ThisstatisticshowstheimportvalueofdutiablerumintheUnitedStatesfrom2014to2022.Accordingtothereport,theU.S.importvalueofdutiablerumamountedtoapproximately180millionU.S.dollarsin2022.ReadmoreNote(s):2014to2022;*Importsenteredforconsumption.Numbershavebeenroundedtoprovideabetterunderstandingofthestatistic.ReadmoreSource(s):DISCUSDutiablerumimportvalueoftheUnitedStatesin2022,bycountryoforigin(in1,000U.S.dollars)*U.S.dutiablerumimportvaluebycountryoforigin2022ImportvalueinthousandU.S.dollars05,00010,00015,00020,00025,00030,000GuatemalaBarbadosNicaraguaDominicanRepublicFrance26,600.9317,183.2916,834.9616,500.2716,478.72Jamaica15,268.1814,919.42VenezuelaGuyana8,829.96Brazil5,379.544,612.12Haiti15Description:In2022,theU.S.importedapproximately26.6millionU.S.dollars'worthofrumfromtheGuatemala.ThesecondbiggestsourceofimportscamefromBarbadosat17.2milliondollars.

ReadmoreNote(s):UnitedStates;2022;*Importsenteredforconsumption.Numbershavebeenroundedtoprovideabetterunderstandingofthestatistic.ReadmoreSource(s):DISCUSDutiablerumimportvolumeoftheUnitedStatesfrom2014to2022(in1,000proofgallons)*U.S.dutiablerumimportvolume2014-202210,0009,0008,0008,846.017,871.887,553.457,408.757,192.747,2416,997.276,928.277,0006,0005,0004,0003,0002,0001,00006,310.0920142015201620172018201920202021202216Description:ThistimelineshowsthedutiableimportvolumeofrumintheUnitedStatesfrom2014to2022.Accordingtothereport,theU.S.importvolumeofdutiablerumamountedtoapproximately7.2millionU.S.dollarsin2022.ReadmoreNote(s):UnitedStates;2014to2022;*Importsenteredforconsumption.Numbershavebeenroundedtoprovideabetterunderstandingofthestatistic.ReadmoreSource(s):DISCUSDutiablerumimportvolumeoftheUnitedStatesin2022,bycountryoforigin(in1,000proofgallons)*U.S.dutiablerumimportvolumebycountryoforigin2022Importvolumeinthousandproofgallons600

800

1,000

1,20002004001,4001,6001,8001,801.292,000BarbadosDominicanRepublicJamaica1,279.13630.4Canada403.09398322.75299.19259.79213.5208.37NicaraguaFranceVenezuelaGuatemalaBermudaBrazil17Description:ThisstatisticliststhedutiableimportvolumeofrumintheUnitedStatesin2022,bycountryoforigin.Thatyear,theU.S.importedapproximately1.3millionproofgallonsofrumfromtheDominicanRepublic.ReadmoreNote(s):UnitedStates;2022;*Importsenteredforconsumption.Numbershavebeenroundedtoprovideabetterunderstandingofthestatistic.ReadmoreSource(s):DISCUSCommercialrumexportvalueoftheUnitedStatesfrom2014to2022(inmillionU.S.dollars)U.S.commercialrumexportvalue2014-2022120109104.2397.4696.2410080604020094.2293.1692.576.4265.8420142015201620172018201920202021202218Description:ThisstatisticshowstheexportvalueofcommercialrumintheUnitedStatesfrom2014to2022.Accordingtothereport,theU.S.commercialrumexportsamountedtoapproximately109millionU.S.dollarsin2022.

ReadmoreNote(s):UnitedStates;2014to2022Source(s):DISCUSCommercialrumexportvalueoftheUnitedStatesin2022,bycountryofdestination(in1,000U.S.dollars)U.S.commercialrumexportvaluebycountryofdestination2022ExportvalueinthousandU.S.dollars20,000

30,000010,00040,00050,00050,827.8960,000CanadaItaly33,660.13Australia6,419.194,340.52,031.14MexicoLatviaNetherlandsPanama1,773.241,382.681,287.031,076.29929.34JapanUnitedKingdomNewZealand19Description:ThisstatisticliststheexportvalueofcommercialrumintheUnitedStatesin2022,bycountryofdestination.Thatyear,theUnitedStatesexportedapproximately51millionU.S.dollars'worthofcommercialrumtoCanada.ReadmoreNote(s):UnitedStates;2022Source(s):DISCUSCommercialrumexportvolumeoftheUnitedStatesfrom2014to2022(inmillionproofgallons)U.S.commercialrumexportvolume2014-20221210.44108.78.17.9864207.527.27.237.036.520142015201620172018201920202021202220Description:ThisstatisticshowstheexportvolumeofcommercialrumintheUnitedStatesfrom2014to2022.Accordingtothereport,approximately7.9millionproofgallonsofcommercialrumwasexportedfromtheU.S.in2022.

ReadmoreNote(s):UnitedStates;2014to2022Source(s):DISCUSCommercialrumexportvolumeoftheUnitedStatesin2022,bycountryofdestination(in1,000proofgallons)U.S.commercialrumexportvolumebycountryofdestination2022Exportvolumeinthousandproofgallons2,000

3,00001,0004,0005,0006,000ItalyCanada5,161.021,208.16Mexico724.41Australia272.2Panama62.8NetherlandsBarbadosLatvia60.1359.1655.6741UnitedKingdomJapan40.4221Description:ThisstatisticliststheexportvolumeofcommercialrumintheUnitedStatesin2022,bycountryofdestination.Thatyear,theUnitedStatesexportedapproximately5.2millionproofgallonsofcommercialrumtoItaly.ReadmoreNote(s):UnitedStates;2022Source(s):DISCUSCHAPTER

03BrandsalesLeadingrumbrandsworldwidein2022,basedonsalesvolume(inmillion9litercases)*Globalrummarket:leadingbrandsbasedonsalesvolume2022Volumeinmillion9litercases10

1505202530TanduayBacardi27.521.1CaptainMorganMcDowell'sNo.1CelebrationHavanaClub12.98.84.62.7BarcelóContessa1.31.1AppletonJamaicaMontilla123Description:Tanduaywastheleadingbrandofrumintheworldin2022withsalesof27.5millioncases.Bacardiwasthesecondlargestglobalrumbrandthatyear,withasalesvolumeofabout21.1million-9litercases.

ReadmoreNote(s):Worldwide;2022;*Includesgloballyandregionallyoperatingbrands.ReadmoreSource(s):DrinksInternational;EuromonitorLeadingbrandsofrumintheUnitedStatesin2022,basedonvolumesales(in1,0009litercases)VolumesalesoftheleadingrumbrandsintheU.S.2022Volumesalesinthousand9litercases01,0002,0003,0004,0005,0006,0007,0006,6908,000BacardiCaptainMorgan**Malibu5,3782,750AdmiralNelsonCruzanRumSailorJerryTheKrakenCastillo820721584480358280246DonQAppleton24Description:In2022,BacardiwastheleadingrumbrandintheUnitedStateswithabout6.7million9litercasessold.CaptainMorganwasthesecondbestsellingbrandwith5.4millionincasesales.ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.**ExcludingParrotBay.ReadmoreSource(s):BeverageInformationGroupLeadingspiritsbrandsrankedbybrandawarenessintheUnitedStatesin2022Mostwell-knownspiritsbrandsintheUnitedStates2022Shareofrespondents40%0%10%20%30%50%60%70%80%JACKDANIEL′SSmirnoff81%79%BACARDiJimBeam77%76%CrownRoyalHennessy74%74%CaptainMorganBaileysJoseCuervoGreyGooseVodkaAbsolutVodkaMalibu72%71%70%70%69%68%68%Seagram's25Description:JACKDANIEL`Sisthemostwell-knownspiritbrandintheU.S.BasedinLynchburg,Tennessee,theAmericanwhiskeybrandisrecognizedby81percentofonlinerespondents.Smirnoffcomesinsecond,withabrandawarenessof79percent,followedbyBACARDiandJimBeam.Aperol,ontheotherhand,isatthebottomofthislisthavingbeenrecognizedbylessthanone-fourthofinternetusersintheUnitedStates.ReadmoreNote(s):UnitedStates;MarchtoOctober2022;1247respondents;18to64yearsSource(s):ConsumerInsightsVolumesalesshareoftheleadingrumbrandsintheUnitedStatesin2022VolumesalesshareoftheleadingrumbrandsintheU.S.2022Volumesalesshare0%5%10%15%20%25%30%35%BacardiCaptainMorgan**Malibu28.7%23.1%11.8%AdmiralNelsenCruzanRumSailorJerry3.5%3.1%2.5%Others27.2%26Description:In2022,BacardiaccountedforthelargestshareofthemarketamongrumbrandsintheUnitedStatesat28.7percent.Oftheleadingbrands,SailorJerryhadthesmallestshareofsalesvolumeat2.5percent.

ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.**ExcludingParrotBay.ReadmoreSource(s):BeverageInformationGroupSalesvolumeofBacardirumintheUnitedStatesfrom2013to2022(in1,0009litercases)Bacardirum'ssalesvolumeintheU.S.2013-20229,0007,8318,0007,0006,0005,0004,0003,0002,0001,00007,4527,1726,9756,9876,8676,8286,6906,4566,442201320142015201620172018201920202021202227Description:Bacardirecordedvolumesalesofnearly6.7million9litercasesintheUnitedStatesin2022.Thiswasadecreaseoftwopercentcomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;2013to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupSalesvolumeofCaptainMorganrumintheUnitedStatesin2013and2022(in1,0009litercases)**CaptainMorganrum'ssalesvolumeintheU.S.2013-20227,0005,7555,7226,0005,0004,0003,0002,0001,00005,7305,6655,5725,5905,4755,4905,4235,378201320142015201620172018201920202021202228Description:CaptainMorganrecordedvolumesalesofabout5.4million9litercasesintheUnitedStatesin2022.Thiswasaslightdecreasecomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;2013to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.**ExcludingParrotBay.ReadmoreSource(s):BeverageInformationGroupSalesvolumeofAppletonJamaicaRumworldwidefrom2009to2022(inmillion9litercases)AppletonJamaicaRum'sglobalsalesvolume2009-20221.41.31.21.21.21.21.21.21.21.21.00.80.60.40.20.01.11.11.11.11.112009201020112012201320142015201620172018201920202021202229Description:ThisstatisticillustratesthetrendinglobalsalesvolumeofAppletonJamaicaRumfrom2009to2022.Therumbrand'svolumesaleswerequitesteadyoverthetimeperiodconsidered.In2022,AppletonJamaicaRumgeneratedvolumesalesof1.1million9litercasesworldwide.ReadmoreNote(s):Worldwide;2009to2022Source(s):DrinksInternational;EuromonitorSalesvolumeofBacardirumworldwidefrom2009to2022(inmillion9litercases)Bacardirum'sglobalsalesvolume2009-20222521.119.819.619.319.2201510519.118.618.217.817.717.417.217.116.802009201020112012201320142015201620172018201920202021202230Description:Bacardirumgeneratedvolumesalesofabout21.1million9litercasesworldwidein2022.FoundedinCuba,BacardiLimitedisoneofthelargestfamily-ownedspiritcompaniesintheworld.

ReadmoreNote(s):Worldwide;2009to2022Source(s):DrinksInternational;EuromonitorSalesvolumeofBarcelórumworldwidefrom2010to2022(inmillion9litercases)Barcelórum'sglobalsalesvolume2010-20223.02.52.72.42.22.22.22.12.12.1222.01.71.61.51.51.00.50.0201020112012201320142015201620172018201920202021202231Description:ThisstatisticfeaturesthetrendinglobalsalesvolumeofBarcelórumfrom2010to2022.Therumbrand,whichisownedbyRonBarcélo,reportedvolumesalesof2.7million9litercasesworldwidein2022.

ReadmoreNote(s):Worldwide;2010to2022Source(s):DrinksInternational;EuromonitorSalesvolumeofCaptainMorganrumworldwidefrom2009to2022(inmillion9litercases)CaptainMorganrum'sglobalsalesvolume2009-20221412.912.711.911.911.711.71210.710.610.410.39.81089.298.864202009201020112012201320142015201620172018201920202021202232Description:ThisstatisticillustratesthetrendinglobalsalesvolumeofCaptainMorganrumfrom2009to2022.Therumbrand,whichisownedbyDiageo,generatedvolumesalesof12.9million9litercasesworldwidein2022.

ReadmoreNote(s):Worldwide;2009to2022Source(s):DrinksInternational;EuromonitorSalesvolumeofHavanaClubrumworldwidefrom2009to2022(inmillion9litercases)HavanaClubrum'sglobalsalesvolume2009-20225.04.54.64.64.64.44.34.24.1443.93.94.03.53.02.52.01.51.00.50.03.83.83.32009201020112012201320142015201620172018201920202021202233Description:ThisstatisticpresentsthetrendinglobalsalesvolumeofHavanaClubrumfrom2009to2022.Therumbrand,ownedbyPernodRicard,recordedvolumesalesof4.6million9litercasesworldwidein2022.

ReadmoreNote(s):2009to2022Source(s):DrinksInternational;EuromonitorSalesvolumeofTanduayrumworldwidefrom2009to2022(inmillion9litercases)Tanduayrum'sglobalsalesvolume2009-2022302527.523.923.720.520.119.619.5201510518.718.416.91716.516.61402009201020112012201320142015201620172018201920202021202234Description:Thisstatisticillustratesthetrending