Flavored rums: their appeal for consumers

The prevailing trend in the segment is the phenomenon known as the “premiumization” of spirits. Popular practices encompass the aging process and the creation of unique flavor profiles (Swartz, 2023). Flavored rums contribute to this objective, appealing to consumers' sense of adventure.

In the contemporary rum industry, the essence of innovation and creativity has become paramount for producers. These pillars support the industry's efforts to change the traditional perception of this beverage. Rum is often perceived as a lower-tier spirit in comparison to its counterparts. Moreover, it is often linked with antiquated or even unfavorable connotations, such as colonial piracy or the existence of slave plantations (Dingwall, 2023).

Hence, products that evoke new experiences are best positioned to succeed.

ABCs of flavored rums

They are crafted through the infusion of fruits after the fermentation and distillation process. They often incorporate a medley of spices to enhance the overall flavor profile. Additionally, flavored rums typically boast a lower alcohol content, rendering them ideal for concocting cocktails, particularly those with fruity bases (Bebidas Destiladas, n.d.).

Currently, the opportunities in this realm appear boundless. Cocktails, especially the classics, have garnered significant attention. Influential figures in the industry are breathing new life into cherished recipes (Swartz, 2023):

·        Unexpected ingredients such as spices, herbs, and extracts.

·        Alcoholic beverages that bring additional flavors to the mix.

Moreover, they appeal to consumers who enjoy savoring rums in their pure form and seek to delve into the diverse range of options they offer. This encompasses dry, earthy, sweet, and fruity varieties (Dingwall, 2023).

Flavored rum flavors that dominate the scene

Taste is an important factor impacting consumer preferences, with half of U.S. adults stating that it significantly influences their choice of alcoholic beverages. Remarkably, a substantial 78% of young adults (ages 22-34) assert that their drinking decisions are largely guided by flavor choices (T. Hasegawa, 2022). So, what are the leading flavors among flavored rums?

Fruit trees

The most prominent products in the segment have fruit elements. Some are citrus, such as orange, tangerine, lemon, and lime. Others are eminently tropical, such as coconut and banana (Spirits International, n.d. Vingtier, n.d.). Thus, alcoholic fruit drinks extend beyond traditional options like wine or trendy hard seltzers.

Spice derivatives

When it comes to spices, the favorites include vanilla, cinnamon, ginger, anise, allspice, cardamom, and nutmeg (Spirits International, n.d. Vingtier, n.d.).

Hence, the growing popularity of flavored rums is not surprising. Their ability to create interesting experiences for consumers places them in a unique position at the forefront of rum's resurgence, poised to rival the popularity of whiskey and gin.

Bibliographic References

• Distilled Beverages (n.d.). Types of rum: white, amber, dark, spiced, aged.
• Dingwall, K. (2023). It's Time to Give Rum the Spotlight It Deserves. Food & Wine.
• Spirits International (n.d.). 7 SPICED RUMS YOU SHOULD TRY.
• Swartz, K. (2023). Rum Trends in 2023. Beverage Dynamics.