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News
Asia next on rum’s radar
Rum is set to be the next big thing in Asia, according to Arnaud de Trabuc of Banks Rum.
Though Scotch whisky and Cognac are currently thriving in the region, de Trabuc is of the opinion that the Asian consumer’s preference for dark, crafted spirits will lead them to develop a deeper appreciation of rum.
Speaking to the drinks business, de Trabuc said: “I am a great believer that Asia is going to become a major buyer of rum.
“It will suit the tastes of consumers over there, they appreciate quality, they like alcohol and they have an open mind to trying new things.
“They haven’t really had enough exposure to rum yet, as there is currently much more emphasis on Cognac and whisky over there at the moment, but rum’s time will come soon.”
Regardless of the length of time it takes to crack Asia, the rum category is enjoying a period of sustained year-on-year growth in markets across the world, with golden and dark rums benefitting from the renaissance of white rums such as Bacardi, which are flying off the shelves of cocktail bars the world over.
“We are only at the beginning of the cocktail revival,” de Trabuc said. “It might not be all that new in the US or the UK, but in other European markets it is still very much in its infancy.
“Ten years ago if you offered a someone in Spain a cocktail they would think you meant gin and cola. Now cocktails are everywhere throughout Spain and other European countries and they are still growing and reaching new consumers.”
With regard to the overall appeal of rum and the reasons behind its new-found success, de Trabuc has a clear idea of what’s driving consumers back into the category.
“There is a real element of adventure associated with rum,” he insisted. “People like the fact that it comes from hot sunny islands and the associations with the way of life in these places.
“Rum connects with people as it comes from a part of the world full of sea, sun and beaches – people relate it with being on holiday.”
The image accompanying this article came from www.amountainofcrushedice.com
Interesting to read about Asia and rum. The drink will have to be cleverly marketed to reach the dizzy heights that cognac and scotch have.
Some people have alerted me that you took this picture of mine from my blog without permission and without giving me credit. What are you gonna do? i suggest you either take it down or give me credit, for example you could link to my blog. My photos are well known nowadays so when it happens i always get alerted.
Tiare
Tiare, please accept my apologies for this photo appearing on our website.
We can put on a credit and a link to your blog or remove the photo, which ever you prefer.
Let me know what you would like me to do.
Sincerely,
Matthew – web admin
Well, you choose, either you give me credit and link to my blog or you take the picture down, it´s up to you.Thanks for apologizing and setting this straight! Using my picture without permission actually hurts you more than me.
Interesting article. Couldn’t hep but notice the image was taken from another blog called http://amountainofcrushedice.com. I assume you asked for and received her permission to use her photo?
The photo for this post appears to have been stolen from another website, amountainofcrushedice.com. How hard is it to take your own pic of the Banks rum label? Or request one from Banks itself?
The article is insightful. Rum is fun, rum is laid-back, rum offers an incredible range from casual cocktails to super-luxury sipping spirits. Two thirds of all the people on earth live in Asia. They are becoming more worldly, sophisticated and socialized. They are inquisitive and open to new experiences. They want to learn all about the genuine, authentic spirits of the Caribbean. They want to know the cocktails, know the brands, know the countries that make them. By 2015, Asia will buy more rum than Europe, North and South America and the Caribbean combined. That’s only three years away. Yes, Rum is next on Asia’s radar.
1) Rum is not next on Asia’s radar.
2) Nor is there cocktail culture on the horizon.
3( Single Malts and Burgundian wines are next on Asia’s radar.
4) Rum is regarded as a low quality, functional spirit. It is widely available in all Asian countries as a domestic spirit.
5) Sun, Sea and Sand is not aspirational imagery for the average Asian consumer. They have too much of it……