The rum industry, which long found success with production in the Americas, might be experiencing the onset of a new guard. Philippines-based distillery Tanduay has topped the list of the world’s best-selling rum brands since 2018. For the past few years, other rums from India and Africa have been nipping at the heels of second and third ranked Caribbean-produced rums Bacardí and Captain Morgan.
The Spirits Business Brand Champions Report ranked the top-selling rum brands based on the number of 9-liter cases sold in 2024. Philippines-based Tanduay bounced back from last year’s plummet with a 1.9 percent increase in sales. Havana Club prolonged its steady downward trend with a 13.8 percent decrease in cases purchased. The report suggests an across-the-board teetering: Eight brands sold fewer cases than in the previous year, whereas four felt an uptick.
