Rum has experienced notable growth and interest in recent years. Many consumers are developing a taste for premium versions of this sugarcane-based spirit. Travel retail has also contributed significantly to its popularity. In 2023, the category saw a positive trend. Volume increased from 157.9 million nine-litre cases in 2022 to 164.9 million.
Despite this growth, not all brands have flourished. Some well-known names saw negative performance, yet new players like Radico Khaitan’s 1965 Spirit of Victory emerged successfully. This Indian rum, although not in the top 10, grew by an impressive 31.8%. The challenge remains stiff for brands aiming to disrupt the top three best-selling rums.
Top 10 most selling rum brands in the world
| Rank | Rum Name |
| 10 | Kraken |
| 9 | Contessa |
| 8 | Božkov Tuzemsky |
| 7 | Barceló |
| 6 | Old Port Rum |
| 5 | Havana Club |
| 4 | McDowell’s Rum |
| 3 | Captain Morgan |
| 2 | Bacardí |
| 1 | Tanduay |
| Year | Cases Sold (m) | % Change |
| 2023 | 1.3 | 2.0% |
| 2022 | 1.1 | N/A |
Kraken, owned by Proximo Spirits, has quickly become a major name in the rum market. This spiced rum achieved its highest sales ever with 1.3 million cases in 2023.
Known for its unique marketing efforts, Kraken made a significant impact with an installation in London’s Leicester Square. Such strategies have helped cement its position as a consistent million-case seller.
Keep an eye on Kraken as it could climb even higher in the rankings next year.
Contessa recorded sales of 1.27 million nine-litre cases in 2023, which is their lowest since 2020 when they sold 1.1 million cases. Despite this, they maintained steady sales with 1.3 million cases in both 2022 and 2023. The brand experienced a slight decrease in volume by 3.1%.
The best-performing years for Contessa were before the pandemic, with a peak of 1.8 million cases sold in 2017. Owned by Radico Khaitan, the Indian rum brand has slipped down the rankings from last year’s position at number eight. Radico Khaitan now faces the challenge of reversing this trend.
In 2023, Božkov Tuzemsky sold 1.4 million cases, rising from 1.3 million cases in 2022. This marks a positive change of 9.4%, positioning it as one of the few brands in the top 10 to experience growth. Last year, Božkov ranked 9th on the list.
Yearly Sales:
A significant factor for Božkov’s success is its ownership by Stock Spirits Group. The brand’s impressive recovery from its dip in 2022 aligns with Stock Spirits’ ambition to lead the mainstream spirits market in Europe by 2027. Their target next year could be returning to 1.6 million cases, a milestone previously achieved in 2019.
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Ron Barceló experienced a significant downturn in 2023, with sales dropping 11.9% to 2.1 million cases, compared to 2.4 million cases in the previous two years. This rum, originating from the Dominican Republic, stands out as it is made entirely from 100% Dominican sugarcane juice, which is fermented and distilled directly.
Otto Flores, the global head of brand ambassadors, mentioned that the brand is now focusing on expanding its market to Asia. This strategic move could potentially help increase its sales again.
Amrut Distiller’s Old Port Rum saw significant growth in 2023. It experienced a 42% increase from the previous year, bringing its sales to 2.1 million cases. This was the first time since 2019 that Old Port broke the 2 million mark.
In 2022, the brand saw a 40.6% rise and ranked seventh previously. Old Port Rum’s impressive performance also earned it eighth place among the fastest-growing spirits of 2023.
| Year | Sales (in millions) | Increase (%) | Rank |
| 2023 | 2.1 | 42.0 | 8th |
| 2022 | 1.5 | 40.6 | 7th |
Havana Club saw a significant decline in 2023, with sales dropping to 3.8 million cases from 4.6 million in 2022, marking a 15.8% decrease. This drop below 4 million cases is a first for them since The Brand Champions started.
The team at Havana Club has been working hard to reverse this trend. They have employed initiatives like team-based bartending contests and have introduced modernized, colorful designs to appeal more broadly.
The trade embargo between the US and Cuba has also played a role in these challenges, as mentioned by CEO Christian Barré.
McDowell’s Rum, owned by Diageo’s Indian arm, United Spirits, experienced a sharp drop in sales recently. The brand saw a 27% decline in 2023, falling from 8.8 million cases in 2022 to 6.5 million cases. This steep decline marked it as the rum brand with the largest decrease among million-case sellers.
Ranked fourth last year, McDowell’s has seen better days. Despite its challenges, the company’s Indian whisky remains a best-seller in its category.
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Captain Morgan experienced a noticeable decline in sales, dropping from 12.9 million cases in 2022 to 12.1 million in 2023.
This 6.5% decrease pushed it closer to dipping below the 12 million case mark. Owned by Diageo, the brand is looking to bounce back by exploring opportunities in the alcohol-free and ready-to-drink (RTD) markets.
Despite these efforts, the brand still trails significantly behind Bacardí, which maintains a lead of nearly 9 million cases. Captain Morgan’s signature offering remains its popular spiced rum.
Bacardí experienced a slight decline in sales, dropping by 2.3% from 21.1 million cases in 2022 to 20.6 million in 2023. Despite this, the brand still managed to surpass 20 million cases for the second consecutive year.
The company is looking forward to a promising future, with pop star Camila Cabello now serving as the face of its latest campaign. Additionally, CEO Mahesh Madhaven emphasized new product development, particularly in flavored variants, and highlighted a focus on the on-trade.
These moves suggest that Bacardí has a strong plan for growth and innovation in 2024.
Tanduay, a prominent rum brand from the Philippines, continues to hold the top spot despite some challenges. In 2022, the brand sold 27.4 million cases, a significant decrease from the 23.4 million cases in 2023.
This translates to a 14.7% drop, which raises some concerns. Despite this steep decline, Tanduay still maintains a large enough gap from its closest rival, Bacardí, to stay at the top for another year. This significant change was the largest decline among the leading rum brands worldwide.
Who is currently the largest producer of rum globally?
Bacardi remains the largest producer of rum in the world. Known for its long history and extensive product range, Bacardi has a strong global presence. The company produces millions of cases annually, maintaining its top position in the industry.
Which rum brand is considered the best in terms of quality and sales worldwide?
Bacardi is often regarded as the best in terms of both quality and sales. It is not only the largest producer but also highly respected for its consistent taste and widespread availability. Two other notable brands for quality and sales are Havana Club and Captain Morgan.
These rankings provide a clear picture of the market leaders in the rum industry.
What is the most popular rum in the USA based on sales figures?
In the USA, Captain Morgan is the most popular rum based on sales. Known for its distinctive flavor and iconic branding, Captain Morgan has a strong market presence, especially popular among younger consumers.
How does Tanduay Rum compare in sales to other leading global rum brands?
Tanduay Rum ranks second in global sales, just behind Bacardi. The brand has seen significant growth. Particularly in Asia, its rising popularity places it among the top contenders in the global rum market.
