E&A Scheer
Just a few years ago, telling a serious collector
that rum could rival a premium single malt would
have earned you a pitying look. Today, however,
rums such as Holmes Cay’s Infinity, priced around
£1,500, and The Last Drop 1976 Very Old
Jamaica Rum, fetching over £3,000, showcase
the category’s soaring value. No longer perceived
as Rum pirates’ grog, we shall explore how Rum
has been transformed into the liquor industry’s
most dynamic, innovative, and exciting premium
category.
Far more than marketing hype, a fundamental
reimagining of Rum is driving a continued
revolution in the category. Innovative techniques,
sophisticated flavours, sustainable production,
and stunning packaging: rum is indeed stepping
into the limelight, and market trends reflect this
momentum.
The global rum market is forecasted to grow from
$14.6 billion in 2024 to $15.41 billion in 2025,
representing a compound annual growth rate
(CAGR) of 5.5%. (Source: Research and Markets)
This growth can be attributed to seismic
consumer and industry shifts. Rum is being taken
more seriously than ever, and these days, the
experience is as much about sipping and
savouring as mixing and shaking. The trend to
premiumisation is driving demand for quality,
craft, and aged rums, especially among
adventurous millennials open to new experiences
and unique tastes.
The Asia Pacific rum market hit $7.31 billion in
2024, with India leading the way at $2.53 billion
(34.6% of sales), and according to IWSR, it is
projected to grow by an impressive 35% CAGR
by 2030. India is set to become APAC’s
second-largest premium plus Rum market,
fuelled by a large population with rising incomes,
and booming craft distilleries catering to urban,
affluent consumers.
The playground of innovation
Distillers have seized this opportunity, experimenting with heritage sugarcane varieties, wild fermentation and even multi-barrel maturation. The results are challenging traditional preconceptions with myriad expressions worthy of contemplation rather than mere consumption.
Distillers have seized this opportunity, experimenting with heritage sugarcane varieties, wild fermentation and even multi-barrel maturation. The results are challenging traditional preconceptions with myriad expressions worthy of contemplation rather than mere consumption.
Rum also stands to benefit from the
premiumisation of sectors such as ready-to-drink
(RTD). Its quality and sheer versatility make it an
ideal alternative to tequila and vodka as a base
for RTD products. And with sustainability high on
the consumer agenda worldwide, rum producers
are responding with smarter and more
sustainable practices, ranging from recycled
bottles to fair trade initiatives, and to minimalist
packaging.
Rum Goes Global
Originating from molasses waste on Caribbean sugar plantations, the first Rums were rough, potent, and mostly valued for preserving sailors’ health rather than satisfying their palates.
Originating from molasses waste on Caribbean sugar plantations, the first Rums were rough, potent, and mostly valued for preserving sailors’ health rather than satisfying their palates.
The British Navy’s legendary ‘daily tot’, a tradition
that continued as late as 1970, whereby every
sailor was entitled to one eighth of an imperial
pint (71 ml) of rum as part of their daily ration,
cemented the drink’s reputation as functional
rather than finessed. Think liquid courage rather
than liquid art.
How times have changed…
How times have changed…
From Philippine cane fields to Indonesian spice
islands, producers are crafting a world of tastes
and styles. Today, rum is thriving in dozens of
countries around the globe as new distillers in
unexpected regions add to the diversity of styles
and flavours on offer.
Let’s take Britain as an example. A nation of Rum
drinkers? Sure. But distillers? Perhaps not. Yet a
new generation of distilleries is producing some
serious contenders, with many following a model
shaped by the more traditional gin production
process.
On the other side of the world, Australia has seen
a rapid increase in the number of Rum brands on
offer. The US is also getting in on the act,
experiencing a resurgence in rum distillation and
consumption; after all, rum distilling was an
indelible part of the North American economy
during the colonial era.
Japan’s entry epitomises this revolution, bringing
its renowned precision and fermentation
expertise to the table. Early releases suggest that
some Japanese Rums could become as coveted
as the country’s whiskies, sooner rather than later.
It is fascinating to witness how rum production
has expanded far beyond its traditional
Caribbean roots. Each region brings its own
terroir, techniques and traditions to really enrich
the diversity of the category. From a procurement
perspective, this evolution opens up exciting
opportunities to source distinctive Rum profiles
and support local producers worldwide,” Marjon
de Haan, Chief Procurement Officer at E&A
Scheer, says.
Rum’s global expansion has crystallised around
three common styles, each reflecting distinct
influences and production philosophies:
Spanish-style rum: pursues elegance through
column distillation and extensive filtration.
Brands like Diplomático and Zacapa exemplify this style: smooth, approachable expressions that
prioritise refinement over raw character.
The
Spanish approach treats rum as a fine spirit first,
party fuel never.
English-style rum: embraces controlled chaos.
Pot distillation and extended fermentation create
ester-rich, funky expressions that celebrate rum’s
wild side. Jamaican heavyweights are known for
their vibrant, ester-rich profiles, which often split
opinion. Some crave that tropical intensity.
Others steer well clear of it.
French-style (Rhum Agricole): represents purist
philosophy. Using fresh sugarcane juice rather
than molasses, producers in Martinique and
Guadeloupe create grassy, terroir-driven
expressions protected by strict appellation
controls. Rum’s answer to single malt whisky is
uncompromising, distinctive, and occasionally
challenging.
Crystal Clear to Liquid Gold: A World of
Variety
Modern rum’s range of styles and flavour profiles defies easy categorisation. From crystal-clear ‘light rums’, with their clean sugarcane character ideal for sophisticated cocktails, to decades-old ‘Caribbean rums’ that develop cognac-like complexity through tropical barrel ageing, the spectrum is vast and endlessly fascinating.
Modern rum’s range of styles and flavour profiles defies easy categorisation. From crystal-clear ‘light rums’, with their clean sugarcane character ideal for sophisticated cocktails, to decades-old ‘Caribbean rums’ that develop cognac-like complexity through tropical barrel ageing, the spectrum is vast and endlessly fascinating.
Regional specialities add even more depth.
Indonesia’s Batavia Arrack, technically distinct
from traditional rum yet sharing sugarcane
ancestry, uses local red rice in fermentation to
create funky, fruity notes. Brazilian Cachaça and
Martinique’s Rhum Agricole, both made from
fresh-pressed sugarcane juice, offer earthy,
grassy, and vibrant profiles that stand apart from
molasses-based rums.
The sheer variety of rum styles is part of its allure.
Light or silver rum, typically distilled from
molasses in a column still, is versatile, neutral, and
a favourite in cocktails. Heavy rums, also known
as high-ester rums, are robust and aromatic,
prized both in drinks and in the flavour &
fragrance industries. Aged rums, matured in
wooden barrels for years or even decades,
absorb their surroundings to create rich, complex
flavours, while unaged rums capture the raw
essence of sugarcane: fresh, fruity, and naturally
sweet.
Across continents and distillation methods, rum’s
boundaries remain fluid. From crystal-clear
expressions to liquid gold, from mainstream
staples to niche and adventurous varieties, every
sip offers a new story, a new flavour, and a new
experience.
What Makes Rum So Different?
Getting down to the basics, rum is distilled from sugarcane derivatives according to EU regulations. Whisky, on the other hand, is produced from grains; vodka from grains or even potatoes; while gin is redistilled with botanicals. But what really sets rum apart is its sheer versatility. Myriad styles encompass light and dark, spiced and flavoured, aged and unaged. Whisky, vodka, and gin, on the other hand, tend to be more constrained in their flavour profiles.
Getting down to the basics, rum is distilled from sugarcane derivatives according to EU regulations. Whisky, on the other hand, is produced from grains; vodka from grains or even potatoes; while gin is redistilled with botanicals. But what really sets rum apart is its sheer versatility. Myriad styles encompass light and dark, spiced and flavoured, aged and unaged. Whisky, vodka, and gin, on the other hand, tend to be more constrained in their flavour profiles.
It helps that rum is not restricted by rigid
production regulations. Scotch whisky operates
within strict legal frameworks. Bourbon follows
precise mashbill requirements. Yet rum producers
enjoy the creative freedom that encourages
constant innovation. Want to finish a batch in
cognac barrels? Experiment with unusual yeast strains? Play around with sugarcane varieties? Go
right ahead…
Rum can be funky. It can be bold. It can be bright.
It can be fun. It can be serious. And there’s the
beauty of the drink: there’s always an expression
to suit your taste, your mood, your occasion.
This unmatched versatility allows rum makers to
quickly adapt to evolving consumer preferences.
A core element of cocktail culture, rum is ideal for
the ready-to-drink formats, while at the same
time, its aged varieties give whisky a run for its
money when it comes to a premium sipping
experience. Meanwhile, flavoured varieties are
driving volume growth across markets worldwide.
There is simply no other category able to span
such breadth so successfully.
From High Seas to Low Country
The evolution of rum from Caribbean curiosity to global premium category has been facilitated by specialists such as E&A Scheer. Founded by the Scheer brothers in 18th-century Amsterdam as a ‘comptoir de négoce’, E&A Scheer has played a pivotal role in this transformation.
The evolution of rum from Caribbean curiosity to global premium category has been facilitated by specialists such as E&A Scheer. Founded by the Scheer brothers in 18th-century Amsterdam as a ‘comptoir de négoce’, E&A Scheer has played a pivotal role in this transformation.
Over the past 300 years, the company has
developed unrivalled expertise in sourcing,
blending, and supplying sugarcane-based spirits;
thus, being ideally placed for leading the modern
rum boom. As Niels Benschop, Chief Commercial
Officer at E&A Scheer, puts it: ”Working with so
many different customers worldwide, E&A Scheer
is in the business of transforming intangible
stories into tangible liquids.
Today, they provide bespoke blending services to
the drinks, confectionery, and flavour & fragrance
industries in over 60 countries. Their master
blenders develop bespoke blends in volumes
starting from 1,000 litres, subsequently
reproducing them with utmost consistency, time
after time.
And they work fast, with orders ready to ship in
just seven to ten days. Together with a vast
inventory sourced from over 40 distilleries
worldwide, this enables brands to quickly
respond to evolving trends and new
opportunities.
Rum blending is the art of creating tangible
liquids that match with authentic stories. The
more blending components we have in stock, the
more blends we can build,” Niels Benschop,
Chief Commercial Officer at E&A Scheer, states.
Single Cask Expertise
E&A Scheer’s sister company, The Main Rum Company, specialises in supplying rare and aged rums that highlight individual distillery character. This opens the way for ambitious brands that wish to enter premium segments of the market but lack the huge capital investment required for distillation and decades of aged stock accumulation essential for establishing a presence on the global stage.
E&A Scheer’s sister company, The Main Rum Company, specialises in supplying rare and aged rums that highlight individual distillery character. This opens the way for ambitious brands that wish to enter premium segments of the market but lack the huge capital investment required for distillation and decades of aged stock accumulation essential for establishing a presence on the global stage.
Perhaps most importantly in today’s market, E&A
Scheer has integrated responsible sourcing and
sustainability as core business principles. The
early adoption of corporate social responsibility
policies in 2012, combined with leadership in
ESG initiatives aligned with UN Sustainable Development Goals 8, 12 and 13, demonstrates
an understanding that the future of rum will be
built on sustainable prosperity among producing
communities.
Other certifications include Bonsucro, which
ensures responsible sugarcane sourcing. Organic
and Fairtrade commitments, meanwhile, reflect
more than compliance; they represent active
leadership in driving positive change across the
supply chain.
Sustainability is no longer a niche concern; it is a
core part of how we source and select our rum. By
also focusing on fair-trade sugarcane,
Bonsucro-certified and organic rums, we’re able
to offer a wider, more responsible range of rums
that reflect our commitment to both people and
the planet,” Marjon de Haan, Chief Procurement
Officer at E&A Scheer, says. In 2017, the company
was proud to be formally recognised by the
Dutch Royal Court not just for its industry leadership, but also for an untarnished reputation
and a distinguished track record of quality,
reliability and continuity.
leadership, but also for an untarnished reputation
and a distinguished track record of quality,
reliability and continuity.
Vive la Revolution!
Rum’s journey from Caribbean curiosity to premium powerhouse is more than an inevitable evolution. It is an unexpected story of pushing boundaries and setting creativity free. Quality, innovation, sustainability, and respect for tradition will continue to define successful brands and drive future growth.
Rum’s journey from Caribbean curiosity to premium powerhouse is more than an inevitable evolution. It is an unexpected story of pushing boundaries and setting creativity free. Quality, innovation, sustainability, and respect for tradition will continue to define successful brands and drive future growth.
What began in the sugarcane fields of the
Caribbean has become a truly global
phenomenon, united by sugarcane but
expressed through countless variations. The
emergence of new production regions, the
refinement of traditional techniques, and the
growing sophistication of consumers all point to a
revolution that still has a long way to go.
