Diageo is stepping up its commitment to innovation as part of a commercial strategy that will see levels of npd boosted across its drinks portfolio.
Pernod Ricard UK has changed the look and recipe of its rum Havana Club Añejo Especial to focus on the brand’s Cuban roots. Pernod Ricard has shaken up Havana Club Anejo Especial
Christmas Report: how rum is spicing things up Subscription
Like the other spirit categories, the growth in rum is mainly driven by the premium sector. Spiced rum that is the latest big thing, with sales growing by more than 21% year on year, making it worth an annual £80m. It appears to be particularly popular in Scotland, where it accounts for over 21% of value sales, and at the younger end of the market, while well-aged rums are finding favour with a more discerning, 30-plus audience. Helen Arnold reports.