Rum brands chase premium buyers as U.S. sales keep falling

The U.S. rum market is still shrinking, but the brands with the strongest heritage and the most room to trade consumers up are trying to use the downturn to reset the category.

Volume fell to 18.2 million 9-liter cases in 2025 from 23 million cases in 2021, according to Impact Databank, a drop that has left most of the leading brands fighting to hold share rather than expand it. The pressure has been broad, with only a few major labels posting gains last year. Even so, executives across the category say there are signs of life in aged rums, premium bottlings and brands with a clear cultural identity.

Bacardi, the largest rum brand in the United States, is leaning on that shift. Lisa Pfenning, vice president for North America at Bacardi, said the company is focusing less on volume and more on premiumization, cultural relevance and consumer engagement. Bacardi is continuing to push aged expressions such as Reserva Ocho, priced at $32, and Gran Reserva Diez, priced at $40, while also trying to reach younger drinkers through its “Do What Moves You” campaign on television and streaming platforms including MTV, NBC, Bravo, Netflix and Hulu.

Captain Morgan, the No. 2 rum brand in the country, is also trying to widen its appeal. Anne Nosko, vice president for rum at Diageo, said flavored rums remain important for bringing in new legal-drinking-age consumers, while premium products like Private Stock are meant to give existing buyers a reason to spend more and use rum in more elevated occasions.

Malibu, Pernod Ricard’s No. 3 brand, has been active on innovation this year. It introduced Malibu Pink, a 21% abv expression that blends guava, pineapple and coconut and has a pink color aimed at standing out on shelf and behind the bar. The brand already has a large flavored lineup that includes Strawberry, Watermelon and Pineapple, along with Malibu Black. Pernod Ricard has also extended its “Do Whatever Tastes Good” campaign with new ads featuring actor Brian Cox.

Other companies are taking a similar approach by emphasizing easy mixing and familiarity. Heaven Hill Brands, which markets Admiral Nelson’s, said demand remains steady among consumers looking for approachable rums that work in simple cocktails. Aaron Wilke, Heaven Hill’s director of Legacy Spirits, said many consumers are rediscovering rum at the right moments even as the broader category remains under pressure.

One of the clearer bright spots is Campari’s Appleton portfolio, which includes Appleton itself as well as Wray & Nephew and J Wray Overproof. Ugo Fiorenzo, managing director of Campari Group’s Americas business unit, said Wray & Nephew has strong cultural roots in Jamaica and is gaining traction not only among Jamaican consumers in places such as New York, Connecticut and Florida but also with bartenders looking for distinctive spirits. He said Appleton recently went through a major packaging restyle and that more limited editions are coming.

The top 10 rum brands in the United States fell 6.6% last year to 14.64 million cases combined, according to Impact Databank. Bacardi remained No. 1 at 5.636 million cases, down 6.1%. Captain Morgan followed at 4.115 million cases, down 6.5%. Malibu dropped 10.3% to 2.084 million cases. Admiral Nelson’s fell 10.2% to 661,000 cases. Sailor Jerry declined 6% to 471,000 cases. Cruzan slipped 7% to 470,000 cases. Calypso was one of the few gainers, rising 5.5% to 390,000 cases. The Kraken fell 9% to 310,000 cases. Castillo dropped 11.1% to 258,000 cases. Appleton rose 17.1% to 245,000 cases.

Zach Poelma, senior vice president for commercial intelligence and strategy at Southern Glazer’s Wine & Spirits, said rum remains a category consumers like but choose less often than before. He said recovery will depend on premiumization, differentiation and relevance with younger drinkers as competition intensifies across spirits.