Dark rum is having its moment in India. Having been associated with an iconic brand for decades and otherwise perceived to be a low-cost option, the alcoholic beverage is now going beyond being labelled a college cocktail favourite or a defence canteen staple to finding a sweet spot among connoisseurs as a niche, premium product.
“Consumers today are willing to experiment and try something innovative and unique. They are drinking less but better. Further, with the increasing cocktail trend and the use of rum as a versatile ingredient to experiment with, the demand for premium rums is also increasing,” said Abhishek Khaitan, managing director of Radico Khaitan, a leading manufacturer of Indian made foreign liquor (IMFL).
The company recently launched a new dark rum variant, Kohinoor Reserve, crafted through small-batch distillation and using only fresh cane juice “during the north Indian winters”. “The rum is then matured in American oak barrels previously used for maturing our Indian single malt, followed by further maturation in Cognac XO and Vermouth casks,” Khaitan added.
A market leader in the dark rum segment in India with its legacy brand Contessa Rum, Radico Khaitan underwent a transformative shift in the premium segment with the introduction of 1965 Spirit of Victory Rum in 2017. “In FY2022-23, the brand reached a significant milestone of surpassing 1 million cases in annual sales, further establishing its market dominance,” said Khaitan.
Similarly, Piccadily Distilleries, an independent manufacturer and seller of malt spirits in India, launched Camikara, a limited-edition sipping rum aged in ex-bourbon barrels for 12 years, in 2022. “This exceptional spirit, bottled at a strength of 50% ABV and containing no added sugar, flavour, or colour, made history by becoming the first and only Indian rum to win a gold medal at the prestigious IWSC Awards 2023,” said Praveen Malviya, CEO, IMFL, Piccadily Distilleries.
Camikara 12YO is priced around Rs 6,000 for a 750 ml bottle, which is a far cry from the traditional dark rum offerings that can be had for Rs 500-800.
Building on the success of the 12-year-old variant and in response to the burgeoning demand for premium rum offerings, the company expanded its rum portfolio in November last year with the introduction of Camikara 3YO, a 100% pure cane juice rum aged in American oak barrels for three years. Camikara 3YO is available for Rs 1,500 a bottle (750 ml) in Delhi.
Meanwhile, Stilldistilling Spirits, the creators of Goa-based Maka Zai premium craft rum, launched Mesma, a limited-release barrel-aged rare rum, in May last year. The launch of only 600 bottles (priced at Rs 3,600/ 750 ml bottle) in the Goan market marked the brand’s two-year journey since its inception in 2021.
Similarly, Amrut Distilleries launched Two Indies—a premium and natural dark rum made from Indian jaggery—a year ago.
“It is doing exceedingly well. We are planning to launch the product throughout India in the coming year. Volumes are growing steadily,” said Rakshit Jagdale, MD of Amrut Distilleries, a homegrown company best known for its eponymous Amrut brand of single malt whisky.
Contrary to popular belief, rum isn’t just for winters anymore. “Globally, top-quality premium rums come from tropical countries like Jamaica and Barbados. Advancements in distillation and global ingredient sourcing have made exceptional rums available year-round worldwide. Rum’s versatility in cocktails has shifted its perception from a winter-only drink to an all-season drink,” explained Malviya of Piccadily Distilleries.
“It’s all got to do with the premiumisation of the Indian spirits category. Consumers are beginning to enjoy premium dark rums along with premium whiskies and brandies,” added Jagdale of Amrut Distilleries.
India is undergoing a rum revolution, and with it the shape of the country’s spirit industry is also poised for a new era. As per Statista, the rum market in India is projected to grow by 6.75% resulting in a market volume of $1.6 billion by 2028. “The growth of the Indian rum industry constitutes more than a transient phenomenon, it exemplifies the industry’s readiness for innovation, and aligning with the evolving preferences of a dynamic consumer base,” added Khaitan.
