A big year ahead for rum and craft beer, Bibendum PLB predicts

By Mathew Lyons

Published: 04 December, 2015

Rum, old world reds and craft beers all present big opportunities for 2016, according to the insight team at Bibendum PLB in its end-of-year predictions.

Despite rising volumes of rum sales, the category has yet to premiumise, the team says.

But with golden rum up 18% and dark rum up 9%, there is growing space in the market for premium brands to do for rum what Hendrick's and Sipsmith did for gin.

Sales of golden rum already outstrip clear rum in the on-trade.

There are also opportunities for old world reds, which have not yet matched the growing popularity of new-wave aromatic whites among affluent drinkers.

Varieties such as Barbera and Dolcetto are increasingly being recognised and refreshed wine lists that reflect a greater sense of adventure could revitalise sales.

Bibendum PLB trends

As for craft beer, while it has revolutionised the market in London, its impact elsewhere has so far been limited.

Some 20% of pints sold in central London are craft beers, but that figure falls to 3% in the north east of England and 1% in Wales.

The craft beer market is also revitalising lager, with sales up 7% in the on-trade and 3% in the off-trade.

The Bibendum PLB team also predicts that urban professionals will take a backseat to older consumers as the spirits category continues to premiumise, and that on-trade venues will have to work harder to create consumer experiences to capture the 18- to 35-year-old market, which is more health conscious and less drink focused that its elders.

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