Top spirits… rums and specialities

Top spirits… rums and specialities

46_aVARIETY, it’s said, is the spice of life. It certainly looks as if it’s the spice of rum in Scotland’s off-trade. And it looks as if that is something that retailers should take note of.
In 2012 the rum leader Bacardi saw Scottish take-home sales increase by 2%. It means the giant white rum brand was worth more than £16m to Scotland’s off-trade outlets.
But second in the rum league Captain Morgan’s Spiced grew by 5% to reach almost £12.6m.
And elsewhere it was Captain Morgan’s Spiced’s competitor spiced rums that showed the greatest growth with Bacardi’s own Oakheart spiced rum moving into fifth place in the rum table after registering 275% growth and seeing sales break £750,000.
Sailor Jerry was up 13% and The Kracken Black Spiced Rum was another spiced product that soared, jumping from a fairly low base by 351% to reach almost £150,000.
In stark contrast, the traditional dark rums including OVD, the original Captain Morgan and Lamb’s Navy were all down on the the year, as was Bacardi Golden Rum.
The various rums in the Havana Club portfolio did well, however, and Appleton Estate also grew sales slightly. It all suggests the market for spiced and for some premium rums is solid but that dark rums may continue to struggle.
Southern Comfort ended the year with a substantial marketing effort which included a major TV campaign. But in the Scottish off-trade, while it retained the number one spot among speciality spirits by some distance (a little bit less than twice the value of the second-placed speciality Malibu) it did see sales slip by 1%.
Malibu saw fair growth. At 7% it was comfortably ahead of inflation.
And in third place among the specialities it was interesting to see quintessentially English summer drink Pimm’s add 7% to its Scottish off-trade sales. Perhaps the Queen’s Jubilee and other summer events helped. But given that there were few barbecue days the Pimm’s result seems very good indeed. Elsewhere among specialities peach seems to have lost some of its sales appeal but melon drink Midori was up.

Rums: top 15 – on moving annual total sales at week ending 05.01.13


Specialities: top 15 – on moving annual total sales at week ending 05.01.13