CONSUMERS have continued
While sales of white rum fell by nearly £1.6 million in the past year to £18.7m, sales of golden and dark rum increased by £6m to reach a total of £92m.
Therefore, it may not come as much of a surprise that Diageo-owned Captain Morgan not only commands the category – and recorded an increase in sales of 8.8% – but continues to represent the fourth-largest brand in the Scottish on-trade in value terms.
Rum brand behemoth, Bacardi, retained its number two position despite having slipped down the overall rankings by two spots to 24th place.
Elsewhere, William Grant & Sons
Havana, meanwhile, moved down to fourth in the category and fell eight places on the wider listing, now representing the 70th-biggest brand in the Scottish on-trade.