Global rum market: leading brands based on sales volume 2023

Tanduay was the leading brand of rum in the world in 2023 with sales of 23.4 million cases. Bacardi was the second largest global rum brand that year, with a sales volume of about 20.6 million-9 liter cases.

Global Spirits Industry

The term “spirits” refers to an alcoholic beverage that has been distilled, contains no added sugar, and has at least 20 percent alcohol by volume. The term is derived from the medieval practice of alchemy and refers to the essential liquid element obtained from a substance through distillation, the “spirit” of the substance, so to speak. Popular spirits include whiskey, rum, vodka, tequila, and gin, among others.

Made from fermented sugar cane or molasses, rum first rose to prominence in the sugar cane fields of the Caribbean in the 17th century; which still remains the center of world production. Despite being around for centuries, rum is still seen as a relatively unexploited segment. Indeed it is already a diverse and eclectic category with a wide geographic spread but there are a number of regions where it remains relatively underdeveloped. Rum has been described as a bit more relaxed and carefree, even maverick compared to other spirits categories