Whereas the highest 5 best-selling rum manufacturers endured a irritating 12 months of declines, one model practically doubled its gross sales in 2025 after promoting a million nine-litre instances for the primary time.
Total, darkish rum volumes grew by 3.1% final 12 months, whereas white rum fell by 2.5%, based on Euromonitor Worldwide knowledge.
The class’s emergence as a premium participant has been touted for a number of years, however obstacles equivalent to higher client understanding of its many kinds and areas stay a speaking level.
Some producers have additionally turned their focus to extra inexpensive liquids at a time when customers are in search of worth for cash, whereas journey retail might unlock the class’s potential.
The highest 5 best-selling rums stay the identical as final 12 months, and in the identical order, however every model recorded declines in 2025, contributing to a collective downturn.
This 12 months’s Rum Model Champion, Amrut’s XXX Basic Rum, nevertheless, confirmed that it’s not all doom and gloom within the class after a wonderful 12 months that noticed a 90.1% improve in quantity gross sales.
Learn on to learn the way the world’s largest rum manufacturers formed up final 12 months, from the businesses that provided knowledge for The Model Champions 2026 report.
The info is listed to 1 decimal place for ease of studying, however the share modifications had been calculated on the total knowledge provided. All knowledge is recorded in hundreds of thousands of nine-litre instances.
Proprietor: Radico Khaitan
2021: 0.6m | 2022: 0.9m | 2023: 1.2m | 2024: 1.2m | 2025: 1.1m
Progress: -9.0%
Place final 12 months: 8
After 4 years of progress, together with taking the Rum Model Champion title in 2024 and debuting on this record final 12 months, the new streak ended for 1965 Spirit of Victory in 2025 after a 9% decline.
The Indian model stays above the one-million-case mark, and narrowly edged its Radico Khaitan stablemate, Contessa, for the tenth spot. Contessa moved 1.07 nine-litre instances, in contrast with 1965 Spirit of Victory’s 1.11m.
Proprietor: Inventory Spirits Group
2021: 1.4m | 2022: 1.3m | 2023: 1.4m | 2024: 1.4m | 2025: 1.3m
Progress: -7.2%
Place final 12 months: 7
Like 1965 Spirit of Victory above, Inventory Spirits Group-owned Božkov had a troublesome outing final 12 months. The Czech model stumbled via 2025 in decline for a second successive 12 months, however its efficiency line over the previous 5 years has principally remained constant, bouncing between 1.3m and 1.4m instances.
The model remains to be “central to our progress story, combining robust heritage with vital headroom for the long run,” former CEO of Inventory-Spirits Group, Jean-Christophe Coutures, had mentioned of Božkov’s significance for the corporate final 12 months.
Proprietor: Amrut Distillers
2021: 0.1m | 2022: 0.2m | 2023: 0.4m | 2024: 0.9m | 2025: 1.7m
Progress: 90.1%
Place final 12 months: N/A
Making its Model Champions debut was Amrut Distillers’ XXX Basic Rum, which earned this 12 months’s Rum Model Champion crown. Its credentials? Racing previous 1m instances so speedily that it might already be taking a look at 2m for 2026. It rocketed by 90.1% from 910,000 to 1.75m instances in 2025. On prime of that, the model has seen constant year-on-year progress since 2021.
Talking in regards to the model’s success, Rakshit Jagdale, managing director of Amrut Distilleries, mentioned that as a millionaire model “high-volume client retention remained one in every of its largest progress engines”. He backed the model’s robust mass-market loyalty and consumption base: “The model witnesses robust progress on account of its deep-rooted client loyalty in core southern markets, notably within the mass and regular-consumption section.”
Proprietor: Diageo
2021: 0.9m | 2022: 0.9m | 2023: 0.8m | 2024: 1.1m | 2025: 2.3m
Progress: 113.2%
Place final 12 months: N/A
Blink and also you’ll miss it: Diageo’s Kenya Cane was one other model that achieved fast progress final 12 months, bolting to 2.3m instances and registering a 113.2% leap. Like Amrut’s XXX Basic Rum, Kenya Cane was a prime 10 debutant on this 12 months’s rum rankings and in addition the most important grower.
Diageo has agreed to promote its controlling stake within the model’s dad or mum firm, East African Breweries Restricted, to Asahi Group, which can be finalised within the second half of this 12 months. Kenya Cane led progress for Diageo’s robust spirits efficiency in Africa, the place the area noticed a double-digit improve within the firm’s third quarter.
Proprietor: Ron Barceló
2021: 2.4m | 2022: 2.4m | 2023: 2.2m | 2024: 2.2m | 2025: 2.3m
Progress: 5.3%
Place final 12 months: 6
Hailing from the Dominican Republic, Barceló has recovered nicely from its drop-off in 2023 when it posted an 11.9% decline.
Now again in good well being, the model’s 5.3% improve to 2.3m instances in 2025 got here off the again of a hard-fought 12 months. The model regarded to teach drinkers on each element of its manufacturing via a video platform referred to as the Barceló Rum Academy, and in addition made inroads within the UK after securing a distribution partnership with Disaronno Worldwide.
Its Barceló Premium Mix was awarded a Grasp medal on the Rum and Cachaça Masters 2025, one of many competitors’s prime honours.
Proprietor: Pernod Ricard
2021: 4.3m | 2022: 4.6m | 2023: 3.8m | 2024: 3.3m | 2025: 3.1m
Progress: -6.3%
Place final 12 months: 5
Is Havana Membership in free fall? Its trajectory over the previous 4 years suggests so, with 2025 seeing the Cuban model fall to three.1m instances after a 6.3% decline.
The outcome will not be for an absence of exercise. Proprietor Pernod Ricard has continued to push the model on the forefront of tradition with team-ups equivalent to British menswear designer Martine Rose. It additionally stays ever-present within the bar area with its competitors, Havana Membership Cocktail Maestros.
Final 12 months notably noticed Christian Barré retire from his position as chief government officer of the model, with Michael Merolli, former CEO of Home of Tequila, moving into the new seat. Mixed with its placement in Pernod Ricard’s newly structured Crystal Enterprise Unit, maybe a recent begin on the prime may help restore Havana Membership to progress.
Proprietor: United Spirits
2021: 8.4m | 2022: 8.8m | 2023: 6.5m | 2024: 6.1m | 2025: 5.7m
Progress: -6.1%
Place final 12 months: 4
McDowell’s is the following model in our prime 5 to endure a gross sales slide final 12 months. The model was closing in on 9m instances in 2022, however fast-forward to at the moment and the image appears to be like very totally different. It fell to five.7m, marking a 6.1% decline in 2025.
The Indian model is produced by Diageo’s United Spirits arm. Regardless of slipping down the gross sales charts for the third straight 12 months, it’s nonetheless India’s biggest-selling rum model, based on The Model Champions report.
Proprietor: Diageo
2021: 12.7m | 2022: 12.9m | 2023: 12.1m | 2024: 11.5m | 2025: 11.0m
Progress: -4.2%
Place final 12 months: 3
Diageo’s flagship rum model Captain Morgan is strolling the plank in the direction of 10m instances after a troublesome 2025. The model, which shifted 11m instances final 12 months, discovered itself in uncharted waters, having dropped 2m instances under 2023. Again then, the model would possibly fairly have had its sights set on exceeding 13m.
The Captain has regarded to connect itself to client developments – with in-demand flavours and RTDs, as an example – however a shift in focus to the mass market from Diageo could possibly be what it must proper the ship.
Proprietor: Bacardi
2021: 19.2m | 2022: 21.1m | 2023: 20.6m | 2024: 20.3m | 2025: 19.3m
Progress: -5.0%
Place final 12 months: 2
Bacardí is not a 20m-case-selling model. The Puerto Rican rum has loved the title for the previous three years, earlier than a 5% decline final 12 months pulled it again down into the 19m tier. Bacardí was our Rum Model Champion in 2023 on the again of its double-digit progress.
Dad or mum firm Bacardi, nevertheless, isn’t resting on its laurels. A Gen-Z-targeted marketing campaign with British singer-songwriter Pleasure Crookes rolled out on the finish of October final 12 months, with one other music-led initiative that includes Dangerous Bunny’s producer Tainy following this spring. It was additionally positioned amongst massive celebrations and moments like Halloween.
Via its ‘Do What Strikes You’ platform, the model makes use of the intersection between music and rum as a strategy to deliver individuals collectively. Pedro Mendonça, international senior vice-president Bacardí and rums, defined: “The brand new marketing campaign exemplifies Bacardí’s dedication to celebrating the moments the place music, motion, rum, and tradition intersect.”
Mendonça additionally joined the SB Podcast final 12 months to debate the model’s path to long-term success.
Proprietor: Tanduay Distillers
2021: 23.6m | 2022: 27.4m | 2023: 23.4m | 2024: 23.8m | 2025: 23.2m
Progress: -2.7%
Place final 12 months: 1
It stays on the prime of the desk, however will Tanduay be happy? Tanduay Distillers’ flagship model registered its lowest volumes up to now 5 years at 23.2m instances. Its finest outing was in 2022, when it hit 27.4m – a spot of 4m instances, which is greater than what most of the manufacturers on this record bought final 12 months.
If it’s any comfort, Tanduay’s 2.7% decline was the bottom of the highest five-selling rum manufacturers, and the Philippine model remains to be far forward of its closest competitor.
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