Why flavoured rums are catering to adventurous drinkers
REPORT
1 Mar 2023
Why flavoured rums are catering to adventurous drinkers

The rum category has been experiencing significant success in the British market, with spiced and flavoured expressions driving much of its growth. What’s fuelling people’s thirst for flavoured rums? And where are the most promising opportunities for brands looking to innovate in this space?

Nick Gillett

Nick Gillett is the co-founder of Mangrove Global, a liquor company based in East London. Focusing on the premium market, Mangrove UK selects all products based on their provenance, category authenticity, innovation, and commercial value and offers them to both on- and off-trade clients. He also provides hands-on guidance and support directly to a number of brands, including as a board member of both Portobello Road Gin and Aluna Coconut Rum and in an advisory capacity to the board of Avallen.

Alexandru Marius Sandu

Alexandru Marius Sandu is a London-based rum enthusiast and bartender working at leading rum bar Trailer Happiness. He also manages The Rum Barrel website, featuring reviews and educational material for rum aficionados.

Jessica Williamson

Jessica is a content manager at Master of Malt, where she has been working since 2019, immersed in the world of spirits – whisky in particular. She formulates the brand's hugely popular, data-focused trends bulletins, scouts out unique stories across the UK and Europe for the Master of Malt blog, and oversees the whisky subscription service Pour & Sip.

Jacopo Mazzeo

Dr. Jacopo Mazzeo is a freelance wine and drinks journalist and consultant.
He regularly contributes to leading trade and consumer publications including Wine Enthusiast, Whisky Magazine, Decanter, Meininger, Club Oenologique, Harper's, Pix Wine, and Good Beer Hunting. He consults on consumer trends and marketing strategy and offers copywriting services to drinks firms and agencies. Jacopo is a former sommelier, he judges international wine, beer, and spirits competitions, and sat twice on the board of directors of the British Guild of Beer Writers. Before he embraced full-time journalism, he studied musicology at the University of Bologna and took a PhD at the University of Southampton.