" ` EMERGING RUM TRENDS | Haines McGregor


Dive into our rum trends deck which shares insights across challenger and mainstream brands. We have identified 4 key trends and ask what this means for your portfolio.

Explore how brands are:

  • Pushing the boundaries by blending cultures and practises for a true experiential journey
  • Celebrating genuine stories and the cultural origins of rum
  • Accessing luxury and special occasions through premiumisation
  • Leveraging the accessibility of rum to encourage experimentation
  • Revaluating what the category has to offer, producing complex liquids for a discerning audience


Fill out the form below to download: