The Rise of Rum: New Market Trends

A staple in bars and liquor cabinets across the US, rum is a classic spirit that has been experiencing a recent surge in popularity. Made from distilling sugarcane molasses and sugarcane juice, it is often aged in wooden barrels, giving it a sweet, complex, and toasted taste that can be used in everything from cocktails to baked confections. Advanced Biotech takes a look at what may be in store for this versatile spitit in 2021.


Flavor Innovations


                Consumers are always looking for exciting new additions to classic flavors, and rum is no exception. As new brands continue to launch and existing ones hope to stay relevant within a saturated market, new innovations in flavors will continue to be a market trend. Flavors like coconut and coffee have been popular for the past few years, while new fruit flavors like pineapple, passion fruit, and mango have been making a splash. Warm, toasted flavors like hazelnut, chocolate, and orange cream are ideal for consumers with a sweet tooth, as dessert-flavored products remain popular.


Rum Cocktails


                While sipping this spirit straight is the best way to enjoy its unique flavor, cocktails are a fun and approachable way to incorporate rum into drink menus and girls’ nights. The cocktail industry is booming, as many consumers prefer sweet, low-alcohol drinks that allow them to enjoy many different flavors throughout the night. Daiquiris, pina coladas, mojitos, and dirty bananas are just a few popular rum-based cocktails that are getting innovative flavor makeovers with the incorporation or fresh herbs and botanics.


Golden Rum


                Golden Rums, also known as Amber Rums, are generally medium-bodied and spend several years aging in oak casks, which give them smooth, mellow palates. Consumers looking for a complex and mature rum experience are gravitating towards golden rum, which has a crisp, fruity taste. While enjoyed in many different types of cocktails, golden rum is also a popular ingredient in confections like cake and pairs well with flavors like coconut, pineapple, and mint.