It’s a Rum Do!
With research from CGA Strategy showing that 75% of the nation’s bars sells cocktails, and that drinkers consider the Mojito to be their number one favourite cocktail, there’s one spirit you really can’t ignore. Rum! Here’s what you need to know…
The facts
• Rum is worth £631m to the on trade
• White rum accounts for over a third of the category, but is losing share to golden rum which is now worth nearly half of total rum
• Spiced and flavoured rum now accounts for 38% of the category
• Captain Morgan is driving the greatest growth in standard rum
• Six out of 10 of the top 10 on trade brands are premium rums
• Havana Club is the number one premium rum bran
Rum types
There are three classic rum styles – white rum, dark and rich navy rum, and in between, mellow, golden rum. Each one’s character is down to how and where they’re produced, with navy-style rums historically coming from the English speaking parts of the Caribbean; golden ones from the Spanish parts. The vast majority of rums are made from the molasses left from the production of sugar from sugar cane, though in many French Caribbean colonies they use sugar-cane juice. Each rum gets its individual character from how long it is barrel matured – white rum spending least time in contact with the barrel, hence its light colour. Golden and spiced rums typically use white rum as a base and get their taste through blending and flavouring
And if you want to hone your cocktail list, the following information will help:
• In bars 80% of consumers drink cocktails with 89% rating quality as good or very good.
• Mojito is the UK’s number one cocktail with nearly a third of consumers choosing this cocktail when out of home. Twists on the classic offer an opportunity for using golden and dark rum with 40% of consumers visiting bars expecting to see this style of cocktail.
• The Mojito and Daiquiri cocktail serves together account for over a fifth of serves in outlets and are growing in share.
• Outlets can capitalise on the popularity of these Cuban serves by offering consumers an authentic Cuban rum such as Havana Club.
• Consumers expect authentic premium spirits to be served in their cocktails.
• 78% of consumers expect to see a branded menu – with premium brands indicating a quality serve.
• 14% of consumers are influenced by interesting new serves on the menu, especially in the 18-30 age group.
Must Stocks
Standard Rums
Captain Morgan Spiced
Bacardi Carta Blanca
Bacardi Oakheart
Havana 3 year old
Lamb’s Navy
Premium Rums
Sailor Jerry Spiced
Havana Club Especial
Wray & Nephew Overproof
Havana Club Anejo 7 year old
Bacardi Carta Negra
But don’t forget to have some really special rums on your top shelf too – brands like Brugel, Appleton’s,
Ron Zacapa and El Dorado – they’re the perfect up-sell
Foods that go with Rum
Pumpkin Pie – perfect for Halloween
Cheese
Chocolate
Spicy foods
Top Rum Serves
Rum is an essential part of a legion of famous cocktails. Top rum serves include:
Mojito
Daiquiri
Mai Tai
Hurricane
Piña Colada
Long Island Iced Tea
Hot Buttered Rum
Planters Punch
Dark ‘n’ Stormy
Cable Car
Caipirinh
Sources: Mixed Drinks Report, Q1 201, On-Premise Measurement Stats PO5 201
