I am a Diploma student at WSET living in Tokyo. As a part of the study unit on the global wine business, we have to write a short paper (2.500-3.000 words) on a topic, which can range from bulk wine to Bordeaux's 2017 vintage.
The topic I have to work on is "The Rum Revival". I have almost finish it by now and I can say already that I have learned a lot along the way. Rum is still misunderstood by many people working in the drinks business. It is full of sippable and mixable drinks, some perfect for the "legendary party", others worthy of the finest collections.
Statistics show that rum is having indeed something of a revival, not only in volumes, but as well in value. However, it is terribly difficult for me to see at this point where this is going. And maybe I fell in love too much with my study subject. Here in Japan people are ignoring any news of a rum revival, as this country runs firmly on Shochu and Whisky.
As a reality check, I would like to stick my finger in the wind and ask you:
Would you agree to news of a "Rum Revival" where you are working? Is it just beginning or already over?
I am in the process of writing this paper as well, and I feel like the revival of rum is only just beginning. I live in an area where like yourself, pretty much runs on beer and whiskey. I think culture, availability, quality, and ease of use contribute heavily into whether it is picked off the shelf or ordered in a restaurant. Many consumers see rum as cheap. In order for something to take off, it needs to have a foundation of quality producers that the consumer is familiar with. Right now, there's still a severe lack of regulation on rum, and age statements don't necessarily reflect quality. I think it will eventually catch on despite its tough spot , and we can facebook video chat about it if you like.
What you are saying confirms my gut feeling. Not many people have heard of a rum revival, yet. Sipping rum is a somewhat acquired taste, and when it comes to mixing rum, people are looking for a less complex flavour profile, which can be bought at low cost. Without availability in retail and further education, rum will remain a mistery to most consumers.
However, the numbers from Google Trends are encouraging. Until recently rum was trending higher than gin worldwide (... and we have been speaking of a gin revival since years):
We might be with rum at an ‚innovation phase‘ precedeeding avantgarde/creator consumers, early adopters and late adopters. Gin seems to be already on the trajectory of early adopters and past the avantgarde. Whisky is already mature, drawing strength from late adopters.
(I have left Facebook this year and cannot connect this way anymore. It is so refreshing to have won back time my to do something better, e.g. study wine. We can connect using this forum.)
Everytime i move to a table with after dinner drinks i push decent rum (plantation, Diplomatico, Ron Zacapa) and the result is always the same : "it is alot better than i thought!"
Decent rum in my view has been on the rise these last few years primarily thanks to the craft cocktail movement.
Bartenders are always on the prowl for good stuff and they can bring demand to the table.
However i do believe rum has an image problem that is working against it.
I'm also in the WSET diploma program and also working on the "rum revival" assignment. I have visited multiple sites in search of statistical data about the global market for rum but only found loose pieces of information that are not meaningful. Could anyone share sources of information from where I could pull such data?
It’s possible to get a lot market research without paying anything. But you will need to do a little digging. Let me PM you a source to get you started. Good luck!
I'm writing this paper too and am struggling to find sources where I don't have to pay. Any suggestions would be greatly appreciated. Good luck everyone!
Hello Frederick, I have to make the assignment as well. I would appreciate if you can you help me with the sources of info. Thank you!
No problem! Good luck with the assignment.
In order to send you the citation and PDF, I need first the permission to PM you.
And, to be quite frank, all of those examples have quite a bit of added sugar. When drinkers start breaking in to fine Barbadian, Jamaican, and Martiniquais examples with zero dosage, their minds really explode.
Done! Thank you
I envy your ability to begin work on this topic 6 months ago but, alas, I have only recently started myself. I've run into multitudes of paid reports, but like the others, I have not been able to find a good unpaid source. I was hoping you could also point me in the right direction, in terms of sources of info. Any assistance would be great appreciated.
Good luck with your paper!
I do not really know what is expected of the CWA, but I do not think that it is necessary to buy an expensive market study. There is good data available freely, I will PM you a source.
Thanks so much!
Hello Frederick I am also make the rum assignment as well . Would you mind to share with me the statistics source ? Big thanks in advance
Please send me a PM.