January E-Magazine

As we look toward 2025, we highlight the growing premiumisation trend in the rum category fuelled by experimental preferences of affluent and well-travelled Indian consumers.

New Update
January

As we look toward 2025, we highlight the growing premiumisation trend in the rum category fuelled by experimental preferences of affluent and well-travelled Indian consumers. According to Ewan Henderson, India is poised to dominate the rum market in Asia-Pacific region, with a projected CAGR of 5.2 percent by 2031. Shifting consumer preferences are further highlighted in the Bacardi report, which reveals that 91 percent of Indian consumers are willing to pay a premium for traditionally aged spirits, while 77 percent are choosing additive-free options. Additionally, diving into the tale of Weller Wheated Whiskey’s entry into the Indian market and the luxurious world of cognac with an exclusive feature on Meukow has been inspiring. In this edition, Spiritz also throws spotlight on a rum-antic evening by Drinking Safari PitStop near Gurugram that brought together a select group of rum lovers to indulge in a night filled with fun, warm camaraderie, delectable eats and captivating tales of rum.