Pernod Ricard-backed Bumbu Rum has grown its worth share by 27% during the last yr within the UK’s on- and off-trade – chief working officer Brian Berish explains the success.
Citing mixed UK information from Nielsen off-trade (measured from the yr to 1 November 2025) and CGA on-trade (measured from the yr to 4 October 2025), rum model Bumbu has grown its worth share by 27% out there.
Brian Berish, chief working officer of Sovereign Manufacturers, Bumbu’s proprietor, says that the model “has now surpassed a number of established opponents to rank inside the prime 10 rum manufacturers throughout your complete class [in the UK], at any value level, in each the on-trade and off-trade.”
The model’s UK off-trade worth share is up by 24.7% (Nielsen) and its on-trade worth share has risen by 20% (CGA).
In accordance with Berish, the efficiency is reflective of the model’s versatile vary – overlaying Bumbu Authentic, Bumbu XO and Bumbu Cream – which permits the model to fulfill a variety of various client events.
“Bumbu has grown by 27% up to now yr indicating client willingness to commerce up inside rum and a transparent alternative for continued development,” he notes of how rising demand for premium merchandise is favouring the model.
“Premiumisation stays rum’s strongest driver, particularly in culturally-influential markets just like the UK, France, the US, and key African nations. Cocktails, gifting, and trade-up events provide vital headroom,” he provides of additional alternatives for development.
“Style-led premium rum continues to recruit new customers as they search for flavour, high quality and types with a robust id. Premiumisation stays a defining development, and rum manufacturers with cultural relevance and a transparent flavour profile are finest positioned to achieve share.
“Within the UK on-trade, the place manufacturers are constructed and tendencies take form, Bumbu is the one premium rum rising yr on yr (CGA), pushed by its distinctive flavour profile, distinct positioning and connection to up to date tradition.”
Berish additionally likens evolving rum demand to how customers work together with whisky.
“They’re looking for distinctive style experiences, provenance, and premium cues,” he says. “Bumbu sits on the centre of this shift, with robust momentum throughout world markets.”
Schooling important
Despite Bumbu’s development, Berish believes the principle hurdle for the class as a complete continues to be a restricted understanding of high quality tiers amongst customers, although a “taste-led” technique may help appeal to new drinkers.
“The class can seem fragmented in contrast with whisky or Tequila,” he says, “making schooling important.”
“With competitors intensifying throughout adjoining premium spirits, success more and more is dependent upon a model’s skill to articulate its flavour credentials and cultural relevance to unlock worth and keep momentum.
“Bumbu’s development demonstrates how a taste-led technique can transcend conventional rum drinkers, recruiting new customers into the class and driving valuing.”
Brian based Sovereign Manufacturers in 1999 together with his brother, Brett Berish. The corporate partnered with Pernod Ricard, which holds a stake.
Sovereign Manufacturers’ spirits portfolio additionally consists of McQueen and the Violet Fog gin, French liqueur Villon, and Scotch whisky model, The Deacon.
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