Campari Group continues to strengthen its position in the premium rum market, fueled by rising global interest in dark and aged expressions. Raul Gonzalez, managing director of the company’s rum portfolio, shared the latest developments and opportunities in an interview with The Spirits Business.
Through the first nine months of 2025, Campari Group posted 16.4% growth for its Jamaican rum portfolio. Jamaica, the US and the UK drove most of this momentum. Net sales reached €118.7 million (US$136m), and Q3 alone delivered 45% growth, a jump the company linked—again through The Spirits Business—to a favorable comparison against last year’s hurricane-impacted results.
This portfolio forms part of Campari Group’s global priority brands and includes Appleton Estate and Wray & Nephew.
Gonzalez told The Spirits Business that the category’s performance reflects “positive underlying trends in our core Jamaican market and the US, especially for Wray & Nephew Overproof.”
Gonzalez attributes the “promising growth” of the unaged white rum to its “deep connection to the Jamaican diaspora, where it’s a staple at life’s milestones, and authenticity that resonates globally.”
He also explained to The Spirits Business that the brand thrives at “block parties, carnivals and pre-drinks where conviviality is key.”
Earlier this year, Appleton Estate released The Source, its oldest expression to date—a 51-year-old rum positioned at the highest tier of the premium rum market.
Gonzalez pointed out to The Spirits Business that “ultra-premium releases entering the market for collectors and connoisseurs” now anchor the prestige segment. He cited The Source as a release that “solidifies rum’s rightful place in the luxury dark spirits conversation.”
According to Gonzalez, both the premium and ultra-premium tiers now represent “major growth opportunities” for the category, especially as consumers look for craftsmanship, provenance and high-age statements.
As the conversation continued, Gonzalez told The Spirits Business that consumers increasingly explore aged, small-batch and cask-strength expressions. These preferences echo long-established whiskey trends and help the premium rum market attract drinkers who value authenticity and complexity.
He also acknowledged the rising influence of RTDs across all spirits. Rum-based cocktails benefit from this shift thanks to the spirit’s versatility and broad appeal.
Travel retail remains a growing channel for rum, and market forecasts support the category’s long-term potential.
According to IWSR, the premium rum market will expand at a 2% CAGR from 2023 to 2028. The super-premium tier is set to outpace it with 3% CAGR, compared to global rum’s projected 1% CAGR.
With strong brand equity, rising consumer interest in aged Jamaican rum and a growing collector base, Campari Group continues to shape the future of the premium rum market.
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The Spirits Business Article — Campari Group: ‘major opportunities’ in ultra-premium rum, written by Rupert Hohwieler
The image of the article is courtesy of © Evgeny Karandaev via Canva.com
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