The Middle East & Africa high-end rum market was valued at US$ 132.08 million in 2022 and is expected to reach US$ 172.71 million by 2030; it is estimated to record a CAGR of 3.4% from 2022 to 2030.
To maintain the status and prestige, consumers stock high-end rums in their homes and offers high-end rum cocktails in celebrations and house parties. Thus, high-end rums act as a major ingredient in many popular cocktails such as Daiquiris, Mojitos, and Piña Coladas. These cocktails are enjoyed by consumers across the globe, and their popularity is driving the demand for high-end rum. The availability of a wide variety of flavors in rum gives a distinct aroma and flavor to the cocktail, contributing to its growing popularity. The rise of cocktail culture, driven by consumer interest in mixology and craft cocktails, has significantly boosted the demand for high-end rum.
Moreover, young consumers are more likely to explore and seek out distinctive and trendy alcoholic beverages, including rum-based cocktails. The growing influence of this demographic within these establishments further contributes to the growth of the high-end rum industry. Thus, the rising trend of homemade cocktail across the globe is expected to create new trends in the high-end rum market.
Alcohol consumption has been among the most important leisure activities in many African societies. As per the World Population Review Report in 2022, South African alcohol consumers are among the heaviest drinkers globally and consume 9.45 liters of alcohol per person in a year. Thus, such a high rate of alcohol consumption and adoption of luxurious spirits in the region boosts the demand for high-end rum.
However, drink brands often overlook the Middle East & Africa due to its religious, social, and political outlook. Alcohol is completely prohibited in several parts of the region, such as Saudi Arabia, Kuwait, Yemen, Iran, and the Emirate of Sharjah. In addition, consumption remains low in countries where consumption of alcohol is allowed. Thus, all these factors will most likely limit the high-end rum market growth in the region.
Rising Trend of Homemade Cocktail Among Consumers Bolsters Middle East & Africa High-End Rum Market
Post COVID-19 pandemic, consumer’s preference for at-home alcohol consumption has increased. The trend of at-home drinking is strongest in Western regions owing to the number of factors including the macroeconomic climate and cultural attitudes towards drinking. According to consumer research conducted by the IWSR in April 2023, approximately 60% of consumers across North America, Middle East & Africa, Australia, and South Africa all report to be going out less. Thus, the preference for cocktail making at home is also increasing among consumers.To maintain the status and prestige, consumers stock high-end rums in their homes and offers high-end rum cocktails in celebrations and house parties. Thus, high-end rums act as a major ingredient in many popular cocktails such as Daiquiris, Mojitos, and Piña Coladas. These cocktails are enjoyed by consumers across the globe, and their popularity is driving the demand for high-end rum. The availability of a wide variety of flavors in rum gives a distinct aroma and flavor to the cocktail, contributing to its growing popularity. The rise of cocktail culture, driven by consumer interest in mixology and craft cocktails, has significantly boosted the demand for high-end rum.
Moreover, young consumers are more likely to explore and seek out distinctive and trendy alcoholic beverages, including rum-based cocktails. The growing influence of this demographic within these establishments further contributes to the growth of the high-end rum industry. Thus, the rising trend of homemade cocktail across the globe is expected to create new trends in the high-end rum market.
Middle East & Africa High-End Rum Market Overview
The Middle East & Africa is experiencing significant growth in the high-end rum market owing to the growing young population and increasing social media influence. Social media and global trends increasingly influence the young population in the region. According to the Organization for Economic Co-operation and Development (OECD), in 2021, young people under the age of 30 contributed to more than 55% of the population across the Middle East & Africa. The high-end rum brands effectively used social media platforms to showcase the luxury associated with high-end rums. Thus, social media's influence on the young generation fuels the high-end rum market in the region.Alcohol consumption has been among the most important leisure activities in many African societies. As per the World Population Review Report in 2022, South African alcohol consumers are among the heaviest drinkers globally and consume 9.45 liters of alcohol per person in a year. Thus, such a high rate of alcohol consumption and adoption of luxurious spirits in the region boosts the demand for high-end rum.
However, drink brands often overlook the Middle East & Africa due to its religious, social, and political outlook. Alcohol is completely prohibited in several parts of the region, such as Saudi Arabia, Kuwait, Yemen, Iran, and the Emirate of Sharjah. In addition, consumption remains low in countries where consumption of alcohol is allowed. Thus, all these factors will most likely limit the high-end rum market growth in the region.
Middle East & Africa High-End Rum Market Segmentation
The Middle East & Africa high-end rum market is categorized into product type, category, nature, distribution channel, and country.- Based on product type, the Middle East & Africa high-end rum market is categorized into white, dark, and gold. The gold segment held the largest market share in 2022.
- In terms of category, the Middle East & Africa high-end rum market is segmented into super premium, ultra-premium, and prestige & prestige plus. The super premium segment held the largest market share in 2022.
- By nature, the Middle East & Africa high-end rum market is bifurcated into plain and flavored. The plain segment held a larger market share in 2022.
- In terms of distribution channel, the Middle East & Africa high-end rum market is categorized into supermarkets and hypermarkets, specialty stores, online retail, and others. The specialty stores segment held the largest market share in 2022.
- By country, the Middle East & Africa high-end rum market is segmented into South Africa, the UAE, Nigeria, and the Rest of Middle East & Africa. The Rest of Middle East & Africa dominated the Middle East & Africa high-end rum market share in 2022.
Table of Contents
1. Introduction
2. Executive Summary
3. Research Methodology
4. Middle East & Africa High-End Rum Market Landscape
5. Middle East & Africa High-End Rum Market - Key Market Dynamics
6. High-End Rum Market - Middle East & Africa Market Analysis
7. Middle East & Africa High-End Rum Market Analysis - By Product Type
8. Middle East & Africa High-End Rum Market Revenue Analysis - By Category
9. Middle East & Africa High-End Rum Market Revenue Analysis - By Nature
10. Middle East & Africa High-End Rum Market Revenue Analysis - By Distribution Channel
11. Middle East & Africa High-End Rum Market - Country Analysis
12. Industry Landscape: High-End Rum Market
13. Company Profiles
14. Appendix
Companies Mentioned
- Pernod Ricard SA
- Davide Campari Milano NV
- Brown Forman Corp
- Diageo Plc
