The Drinks List

Captain Morgan Spiced named UK’s most popular rum

By Nikkie Thatcher

- Last updated on GMT

Way ahead: Captain Morgan Spiced is the leader in the rum category (credit: Getty/andresr)
Way ahead: Captain Morgan Spiced is the leader in the rum category (credit: Getty/andresr)

Related tags: Finance, Spirits, Branding + marketing

The top two best-selling rums in the UK on-trade have remained the same since last year with Captain Morgan Spiced and Bacardi Carta Blanca coming in at first and second respectively.

The Morning Advertiser​’s The Drinks List - top brands to stock in 2022​ revealed Captain Morgan Spiced saw sales dip over the past 12 months by 16% to 137,339 9-litre cases in terms of volume and for value, a drop of 13.5% to £140.6m.

Second place Bacardi Carta Blanca also saw a drop but of 28.3% in value to 55,384 9-litre cases and 26.5% to £59.2m for value.

Kraken Black Spiced came in at third place and saw very marginal changes in its sales data. Value fell by 0.8% to 25,914 9-litre cases and value dropped by 0.2% to £32.4m, while the brand also moved up the top 10 list from fourth.

Restrictions impact

While restrictions for the trade were imposed periodically over the past 12 months, meaning pubs were closed for large periods of time, three rum brands saw sales rise compared to last year, when coronavirus first hit the shores.

Fifth place Havana Club 3 Year Old saw an increase of more than three quarters (78.4%) to 19,521 9-litres cases for its volume sales and 77.4% to £24.9m in value.

Number nine Bacardi Spiced experienced value sales of 10.9% to 6,751 9-litres cases for volume and 5.2% to £7.2m in value.

Wray and Nephew Overproof White Rum also saw sales grow of 5.2% to 10,720 9-litre cases for volume however, value sales decreased by 2.7% to £15.5m.

List details

Meanwhile, Sailor Jerry Spiced dropped by one place from fifth to sixth with value sales falling by 16.5% to 12,793 9-litre cases and a similar percentage (16.3%) for value, down to £15.8m.

Havana Club Especial also slipped one place to eighth this year, experiencing a decrease in volume sales of about a tenth (11%) compared to last year to 9,187 9-litre cases and 12.9% decline to £11.8m in value.

It was a similar story for Captain Morgan White Rum as it also went down one to tenth, while volume sales were a 5,491 9-litre cases – down 13.8% and value by 14.9% to £5.3m.

  • All data provided by CGA for the 12 months to 9 October 2021
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2021 rank

Brand

Volume (9-litre cases)

Value (£m)

2020 rank

Up or down

1

Captain Morgan Spiced

137,339

140.6

1

Level

2

Bacardi Carta Blanca

55,384

59.2

2

Level

3

Kraken Black Spiced Rum

25,914

32.4

4

+1

4

Captain Morgan

22,410

22.7

3

-1

5

Havana Club 3 Year Old

19,521

24.9

6

+1

6

Sailor Jerry Spiced Rum

12,793

15.8

5

-1

7

Wray & Nephew Overproof White

10,720

15.5

8

+1

8

Havana Club Especial

9,187

11.8

7

-1

9

Bacardi Spiced

6,751

7.3

10

+1

10

Captain Morgan White

5,491

5.3

9

-1

 

Related topics: Spirits & Cocktails

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