Across Total On-Premise spirits, Rum’s share slipped to 8.8%, down 0.4pp, with value (-2.3%) and volume (-6.8%) declining. Rum was outperformed by value-positive categories like Tequila, Whiskey and Vodka, highlighting a competitive context where brands must work harder to justify space on the backbar and inclusion in cocktail programs, NIQ said after analyzing the category.  

Light Rum, often the chosen base for mainstream cocktails, lost the most ground (-0.5pp value share decline). Gold (+0.5pp) and Dark Rum (+0.1pp), though smaller, outperformed light Rum, gaining marginal share. Their resilience suggest drinkers are increasingly drawn to flavour, complexity and craft cues. 

The Rum consumer base, which demonstrate higher On-Premise monthly spend, higher weekly visitation for drink and food-led visits and over index for Gen Z drinkers, offers enormous potential. If Rum can modernize its position, including cleaner serves, fresher flavour cues, premium storytelling, it can convert this demand into sustained growth.  

Premiumization

Rum’s most encouraging signal is clear – premiumization is reshaping the category with Ultra and Luxury tiers posting strong value and volume growth despite overall declines. While still small in share, Ultra and Luxury Rum represent Rum’s most compelling pathway to future value, mirroring the trajectory of tequila a decade ago. Brands that lean into provenance, aging stories, and modern mixology will be best positioned to capture this premium momentum.  

High-value states

Rum’s footprint varies sharply across the US On-Premise. Florida, the category’s largest share state at 12.3%, posted the steepest share decline (-0.1pp), signalling a rate of sale challenge in a market where Rum should outperform. Meanwhile Navada benefits from the largest share gain (0.3pp), followed by Washington (+0.1pp), as Ohio remains stable. A state-by-state strategy is essential, focusing on high-traffic venue types with modern rum serves and signature cocktails to rebuild velocity.