Rum is the New Gin
Hacked off with Hendricks or gone off Gordons? Well this summer saw a Caribbean style beverage make a dramatic comeback as UK sales exceed £1 billion for the first time and industry experts declare it ‘the new gin’.
Formerly the beverage associated with an older, more discerning audience, rum is now the on-trend drink for summer with celebrities and influencers including Kim Kardashian, Jennifer Lawrence and Beyonce enjoying exotic mouth-watering cocktails based on brands like Mount Gay, Kracken, Captain Morgan and the tattoo-cool brand Sailor Jerry’s.
With almost 200 rum brands available in the UK now compared to just 50 in 2006, it’s no wonder it’s experiencing a meteoric rise in popularity and industry experts have finally pinned their colours to the mast to declare it ‘the new gin’.
Joy Spence, Master Distiller at Appleton Rum, and the first female master blender, told Belle About Town: “Rum is definitely the spirit gaining enormous momentum right now.
“As with many spirits categories, premiumisation is one of the biggest trends we are seeing, with consumers developing a taste for the spirit outside of mixers.
“Not long ago, gin experienced a surge in popularity but now, consumers are looking for a new flavour profile to explore, and rum’s versatility provides a new variety of options.”
Joy added: “Thanks to the climate in our terroir and tropical aging, Jamaican rums like Appleton Estate have a full-bodied, complex flavour profile, making it ideal for those who prefer their drink neat, to those who enjoy it in a variety of cocktails.
“Bartenders are also driving a revived interest, with new rum-focused bar openings, and a return to cocktail culture. This is a really exciting time for the category and it’s great to see it top of mind to a new audience, who may not have considered it before. Rum is truly one of the most accessible and varied premium spirits.”
National Geographic Traveller food editor Glen Mutel agress. He said: “For almost ten years, gin has hogged the spirit limelight, but it’s now rum’s time to shine and have its moment in the sun – literally.
“It’s been driving the rise of craft spirits, and the number of amazing, artisan producers who are crafting fantastic new brands, blends and flavours – whether dark, white, spiced, golden or aged – means there’s never been a better time to finally try a Dark n Stormy, Pina Colada, Mojito or Caipirinha.”
