WSTA calls rum the ‘drink of lockdown’

The UK-based Wine and Spirit Trade Association (WTSA) crowned rum the ‘drink of lockdown’ after sales figures showed it enjoyed the biggest growth of any spirit category during the UK’s first coronavirus lockdown.

In the three months from April to June 2020 year-on-year rum sales in the UK increased by 38 per cent – equating to an extra 1.3 million bottles sold – while total rum sales in the quarter were worth £119 million.

In the 12 months to October 2020, the WSTA said the category enjoyed volume growth of 8 per cent to reach a total value of £430 million. The increase was driven by the flavoured and spiced category, which grew in volume by 53 per cent between April and June and outsold white rums for the first time in a threemonth period during the lockdown.

The WSTA suggested that the strong performance of rum, as well as gin, was driven by people indulging their love of cocktails and purchasing spirits to experiment with at home while hospitality venues were closed.

Miles Beale, WSTA chief executive, said: “These numbers show that rum is lockdown’s champion, as the experimentation Brits liked to enjoy in pubs and bars carried over to their homes. However, this also underlines the importance of on-trade venues as the shop window for new innovations in the spirits category.”