U.S. consumers' selection criteria for rum 2017

Taste is the most important criteria for the U.S. consumers when it comes to select rum: As of 2017, over half of U.S. respondents aged 21 and older who buy rum in general base their purchase on this standard. Brand and quality aren’t far behind in this ranking while a smaller share of consumers pay heed to ingredients when selecting a certain rum.

American rum market
Rum is quite popular in the United States. The distilled alcoholic beverage generated third highest sales volume in the U.S. spirits industry in 2018 with the U.S. consumers having consumed over 23.8 million 9-liter cases of rum during this period. The U.S. commercial rum export value amounted to over US$76 million in 2016 while rum worth of US$7 million was imported in the United States, most of it coming from the Caribbean. Bacardi is currently the most popular rum brand in the United States. Headquartered in Hamilton, Bermuda, the family owned spirtis company sold nearly 6.5 million 9-liter cases in the United States in 2018. Second ranks Capitan Morgan followed by Malibu and Admiral Nelson.