VIDEO: Growth in premium spirits to ignite a ‘rum revolution’

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As the luxury trend within the spirits industry continues to grow, spirit enthusiasts are seeking more premium, exceptional experiences when it comes to their drink choices, according to the team at Bacardí rum. They believe that, in 2018, the face of the rum industry is now changing as bars step up their rum game and it becomes “the new boutique gin”.

Following the steps of whiskey and tequila, rum is becoming the latest spirit experiencing premiumisation. Although the segment is experiencing growth at 7% year on year, premium rum currently represents 15% of the total rum sector.

Award-winning writer, author and documentary producer Bryce Bauer has produced this new film about the new “rum revolution”. “Rum has long been misunderstood and seen as a spirit just for fruity cocktails but really it is a very diverse spirit,” he said. “A lot of rums are great for sipping and enjoying and it is also made all over the world.”

Continuing to lead the spirits industry, Bacardí has introduced its new premium rum to ignite the resurgence of the rum category among a new generation of spirits drinkers. Añejo Cuatro is a premium rum that has been barrel-aged, undisturbed under the Caribbean sun, for at least four years. It has flavours of mild vanilla, toasted oak, clove and honey.

The film explores Bryce’s thoughts on the rum industry, the spirit’s complexity and the change in culture as rum moves to a heightened sophistication.

Bryce is joined by UK brand ambassador Metinee (May) Kongsrivilai who discusses the history and diversity of the rum industry as it transitions into the premium space. She said: “I think there is a lack of appreciation and understanding in what goes into making a rum. There are a lot of different variables that come into play into making a consistent rum.”

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