Are We Living a Rum Resurgence?… or Not?
A Crossroad To A New Era?
Why would we claim that rum is in a resurgence? Could it be, instead, that we are simply experiencing a new chapter alongside it—a stage so fresh that it remains unfamiliar to all of us?
Throughout its history, rum has been associated with specific moments of consumption. In some Latin American countries—such as Venezuela in the 1950s—it was even pushed aside by whiskey, which at the time was perceived as a spirit that elevated the status of the drinker, or at least made them feel that way.
Over time, however, the persistent voices that have always championed rum have carried the banner of its intrinsic versatility, showing that it is a spirit capable of being present in any moment and place. While some brands have achieved remarkable strides, forged alliances, and gained visibility in the quest to attract more rum lovers, the journey has been full of challenges that have strengthened the belief that a new awakening is on the horizon.
Market Reinvention: Is Rum on the Verge of a Resurgence?
How many times has the market reinvented itself? Many, of course. Consumer trends are always evolving, shifting, and transforming in response to growing awareness among buyers.
While change is the only constant, we are currently witnessing rebellious trends—those that push for bold leaps forward, the kind that make your stomach drop. This is largely fueled by the mass availability of information and the human ability to filter and consume it. Though seemingly far removed from the aging barrels of rum, this dynamic is shaping much of what rum is experiencing beyond the distilleries.
Younger generations are now influencing both physical and online shelves. That in itself is not new, but what is new is what they are bringing to the table. A recent IWSR report noted a growing trend toward health-conscious living, with alcoholic beverages being replaced by those that offer an almost immediate benefit to the body. Even so, when consumers do choose to drink on special occasions, they gravitate toward brands that deliver a refreshing, practical, and unique experience—or that champion sustainability, signaling that the company cares about the planet and the organic quality of its product.
These are not the only factors rum, like other spirits, must understand, embrace, and integrate. Economic shifts and globalization are pushing distilleries to step outside their comfort zones, exploring new horizons and markets that can offer them fresh opportunities for growth, expansion, and exploration.
The Changing Shop Window
The “storefront” has transformed as well. The priority now given to e-commerce has made this need for expansion far more attainable for marketing and sales teams.
“Ecommerce continues to offer growth opportunities, with global sales in value terms rising by +2% in 2024, thanks to strong performances for spirits, beer and RTDs, supported by affordability trends in emerging markets. Asia-Pacific, with a +4% ecommerce value gain last year, stands out as an engine for future channel growth.”
— IWSR, Inside the IWSR Global Trends Report: Key Drivers for Beverage Alcohol in 2025
For rum, online presence is a golden opportunity to win over new palates worldwide. Coupled with creating and enhancing consumption moments that refresh the brand message and uncover new drinking occasions, this is a must for any producer.
It is no coincidence that brands like Bacardí have partnered with personalities such as Camila Cabello, that young RTD brands are making appearances on popular comedy podcasts like Casalú, or that legendary producers such as Ron Santa Teresa are part of cultural moments—not only in conversations, but even in music videos like Veneka by Venezuelan band Rawayana, released during the 2025 edition of Coachella.
Retail and Experiential Growth
Retail and point-of-sale experiences also represent a significant growth opportunity. Just days ago, Campari Group GTR announced the opening of a boutique-style store at Sangster International Airport in Jamaica, designed to deliver a unique, immersive experience.
“Meanwhile, tourism is on the rise – travel retail volumes increased by +3% in 2024, although spending remained cautious and value-driven – as consumers continue to prioritise value and unique travel experiences, with brands responding to this change in demand.”
— IWSR, Inside the IWSR Global Trends Report: Key Drivers for Beverage Alcohol in 2025
In the same study, Emily Neill, COO Research at IWSR, explains that to navigate economic pressures and shifting consumer behaviors, brands should focus on value-driven products, craft immersive tourism experiences, and embrace and leverage digital engagement.
So, Are We Witnessing Rum’s Resurgence?
From this perspective, I would say we are at the dawn of a new era—not only for rum, but for the spirits industry as a whole. The keys will be staying deeply connected to each brand’s roots and purpose, actively listening to social trends (without losing authenticity), and having the adaptability and creativity to experiment with new formats and presentations of this timeless spirit.
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Source of information
The insights used in this article are courtesy of Inside the IWSR Global Trends Report: Key Drivers for Beverage Alcohol in 2025.
The image of the article was created with Canva.com
