Rum brands are looking to replicate the successes of other dark spirits. Last year, rare bottles of bourbon, Japanese Whisky and single-malt Scotch surpassed worldwide auction records. The revival of classic cocktails such as Negronis, Old Fashioneds, daiquiris, and rum based drinks are enticing rum brands to focus on marketing super-premium rum. Brands are targeting premium dark spirits consumers as bartenders are opting for high end, aged dark rum to mix super-premium cocktails. The Distilled Spirits Council reported that the super-premium rum category grew by nearly 30 percent and is now valued at $179 million.
Source: VinePair May 2019