About the market:

The dark spirits category has made slow but steady progress since the writing of the last report in April 2003. In 2004, the market was worth almost £700 million but dark rum and brandy/Cognac have yet to become the first drink of choice when visiting the pub or sitting at home. The on trade momentum, which is largely being built via the style bar sector, has yet to translate to the off trade, where the majority of the volume sales are made. This is due largely to a lack of educational initiative on the part of brand owners who have failed to explain why consumers should choose their products and how to drink them.

The market, nevertheless, is still in growth and while it is unlikely that it will ever imitate the vodka sector in terms of style, ‘cool’ or volume, potential remains particularly among younger consumers

About Mintel’s research:

Fusing together the latest consumer research and freshest market analysis, Mintel's new report offers you all the insight and inspiration you need for conducting clever, creative and profitable marketing in the dark spirits market. Use Mintel's research to:

Understand the major market trends and drivers

Discover what consumers think about dark spirits and tailor your offering accordingly

Evaluate drinking trends and discover what drives consumers to choose dark spirits

Spot new targeting opportunities and identify which consumers are most likely to drink dark spirits

Pin point market potential, before your competitors

Identify key consumer audiences and find out how to best reach them with the most effective marketing communications

Measure market sizes and forecasts and build realistic business models.

Intriguing findings include:

According to the research, there are around a third as many dark rum drinkers as those of brandy/Cognac. However, the largest number of drinkers in this category are those aged 45+ years, who are relatively affluent, and who now purchase more than half of all spirits sold in the UK, not the younger consumers the industry craves.