Asia next on rum’s radar

Rum is set to be the next big thing in Asia, according to Arnaud de Trabuc of Banks Rum.

Though Scotch whisky and Cognac are currently thriving in the region, de Trabuc is of the opinion that the Asian consumer’s preference for dark, crafted spirits will lead them to develop a deeper appreciation of rum.

Speaking to the drinks business, de Trabuc said: “I am a great believer that Asia is going to become a major buyer of rum.

“It will suit the tastes of consumers over there, they appreciate quality, they like alcohol and they have an open mind to trying new things.

“They haven’t really had enough exposure to rum yet, as there is currently much more emphasis on Cognac and whisky over there at the moment, but rum’s time will come soon.”

Regardless of the length of time it takes to crack Asia, the rum category is enjoying a period of sustained year-on-year growth in markets across the world, with golden and dark rums benefitting from the renaissance of white rums such as Bacardi, which are flying off the shelves of cocktail bars the world over.

“We are only at the beginning of the cocktail revival,” de Trabuc said. “It might not be all that new in the US or the UK, but in other European markets it is still very much in its infancy.

“Ten years ago if you offered a someone in Spain a cocktail they would think you meant gin and cola. Now cocktails are everywhere throughout Spain and other European countries and they are still growing and reaching new consumers.”

With regard to the overall appeal of rum and the reasons behind its new-found success, de Trabuc has a clear idea of what’s driving consumers back into the category.

“There is a real element of adventure associated with rum,” he insisted. “People like the fact that it comes from hot sunny islands and the associations with the way of life in these places.

“Rum connects with people as it comes from a part of the world full of sea, sun and beaches – people relate it with being on holiday.”

The image accompanying this article came from www.amountainofcrushedice.com