On the face of it, dark spirits (as defined by this report ie not including whisky) is a declining market populated by old-fashioned brands with a traditional image. However, if one looks beneath the surface, there are some signs of renewal, with golden rums showing the way to the rest of the industry and giving a good pointer as to how it should be done. Currently, golden rum is the only sector of the market growing sales in the on- and off-trade channels but the inspiration it has given brand owners is starting to filter down into other sectors of the market.

On the face of it, dark spirits (as defined by this report ie not including whisky) is a declining market populated by old-fashioned brands with a traditional image. However, if one looks beneath the surface, there are some signs of renewal, with golden rums showing the way to the rest of the industry and giving a good pointer as to how it should be done. Currently, golden rum is the only sector of the market growing sales in the on- and off-trade channels but the inspiration it has given brand owners is starting to filter down into other sectors of the market.

More exciting is the fact that golden rums have taken dark spirits outside its traditional 45+ male customer base and are appealing to younger consumers. This is a strategy that other dark spirit products need to embrace if they are to ensure their long-term survival.

Key themes

How can suppliers broaden the customer base for dark spirits?

Has the recession impacted on the market, if so, how?

How is the changing pattern of distribution impacting on the different market sectors?

How do people perceive and consume dark spirits?