Dark Rum Hits the Sweet Spot with Premium Offerings – Lifestyle News

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The Rise of Dark Rum: India’s New Niche Premium Spirit

Dark rum, once relegated to being a budget-friendly option or a staple in college cocktails, is now experiencing a renaissance in India. The iconic beverage is shedding its old image and finding a new place among connoisseurs as a premium, niche product.

According to Abhishek Khaitan, managing director of Radico Khaitan, a leading manufacturer of Indian made foreign liquor (IMFL), consumers are now more willing to experiment and try unique offerings. With the rise of cocktail culture and the use of rum as a versatile ingredient, the demand for premium rums is on the rise.

Radico Khaitan recently launched Kohinoor Reserve, a new dark rum variant crafted through small-batch distillation and matured in American oak barrels previously used for their Indian single malt. The company’s legacy brand, Contessa Rum, has also seen success in the premium segment with the introduction of 1965 Spirit of Victory Rum.

Piccadily Distilleries, another player in the market, introduced Camikara, a limited-edition sipping rum aged in ex-bourbon barrels for 12 years. This premium offering made history by winning a gold medal at the prestigious IWSC Awards 2023, becoming the first Indian rum to do so.

The price point for these premium rums is significantly higher than traditional offerings, with Camikara 12YO priced at around Rs 6,000 for a 750 ml bottle. However, the quality and craftsmanship of these spirits justify the higher cost.

Responding to the growing demand for premium rum, Piccadily Distilleries expanded its portfolio with the introduction of Camikara 3YO, a pure cane juice rum aged in American oak barrels for three years. This variant is priced at Rs 1,500 a bottle in Delhi.

Stilldistilling Spirits, the creators of Maka Zai premium craft rum, launched Mesma, a limited-release barrel-aged rare rum, in May last year. Similarly, Amrut Distilleries introduced Two Indies, a premium dark rum made from Indian jaggery, which has been well-received in the market.

The perception of rum as a winter-only drink is changing, with advancements in distillation and global ingredient sourcing making exceptional rums available year-round. Rum’s versatility in cocktails has also contributed to its popularity as an all-season drink.

The rum market in India is projected to grow by 6.75%, reaching a market volume of $1.6 billion by 2028. This growth signifies a shift in the industry towards innovation and catering to the evolving preferences of consumers.

India is witnessing a rum revolution, with dark rum emerging as a premium spirit of choice for discerning drinkers. As the market continues to evolve, the future looks bright for dark rum in India’s ever-changing spirit industry.