Rum is the fourth largest spirit in the UK and one of the fastest growing, adding more volume and value than any other spirits category in 2023 [1]. The rise of rum comes as drinkers are branching out to more exciting options from gin and other more conventional spirits. Accelerated by the pandemic, and persisting as the cost of living rises, the home cocktailing trend has also greatly benefited rum, with consumers turning to more exotic drink options that offer an element of escapism in a time of thrift.

Rum is divided into four segments, spiced, white, dark, and flavoured rum. Spiced rum became the largest category in 2019, and has continued growing since then, making up over half of rum volume in 2023 [2]. Spiced rum owes its popularity to the ubiquitous rum & cola, but growth comes as rum drinkers discover its flexibility in cocktails and with elevated mixer pairings such as ginger beer. Flavoured rum, while small, is the fastest growing rum segment, tripling in size in the last five years due to inventive new flavours.

The Kraken Black Spiced Rum has been driving growth in premium spiced rum since its introduction in 2010. Today, The Kraken is the UK's #1 premium rum, and the UK's #4 premium spirit [3]. Recognised for its signature dark colour and iconic bottle, its distinct flavour is achieved by blending imported Caribbean rum with a secret recipe of spices. Recent flavour launches Roast Coffee (2022) and Black Cherry & Madagascan Vanilla (2023) have performed equally well, achieving #1 new product in the UK spirits market in their respective launch years. Stocking any combination of the Kraken range with popular rum mixes like cola, limes, and ginger beer is a great way to premiumise rum offerings and cater to customers of all types.