If you know, you know! It was only a matter of time before the strong hold of whisky had to bow down and let shine the greatest & most exciting spirit to take centre stage. Rum sales in the UK has officially overtaken whisky for the biggest market share.
So what has driven rum to have a 13% share of the overall spirit category? A keen new generation of younger and inquisitive consumers according to the Nielsen IQ data has captured their imagination and palettes. Not to mention the tireless efforts from industry shakers like global rum ambassador Ian Burrell who also published his decades worth of knowledge in his new book RUM a tasting course.
So if you are just finding out about rum or wondering what all the fuss is about, just take a look at the rich heritage of how rum was created, the amazing versatility of how you can use it from crafting your fave or undiscovered cocktails, sipping premium rums neat, to mixing it for its therapeutic values (just ask a Jamaican grandma). The list really does go on as you will discover more browsing through our rumora website.
So, not only do duppies and angels love their share of rum, but the younger consumer in the UK is eager and ready for more. If you are keen to discover white, gold, dark, spiced and premium rums, look no further than UK Rumfest, the world’s longest and UK’s biggest rum festival with over 400 rums, seminars, food, entertainment and more. Tickets are available now for this year’s show on October, Sat 11TH -Sun 12th.
Let’s continue to celebrate this great ancestral spirit, lifestyle and culture and not forgetting to sip and savour responsibly. Cheers rum lovers.