APRIL BREEZES
“There is no glory in star or blossom till looked upon by a loving eye; There is no fragrance in April breezes till breathed with joy as they wander by"- William Cullen Bryant - American Poet and Journalist
April is upon us, wildflowers and warmer mornings are now the norm. Whether you are planning to enjoy the outdoors or to hide from nature for a while (pollen allergies anyone?), April in the American Southern states is pretty on the eye and is one of my most enjoyable times of the year.
Q2 also marks the release of some industry reports that I like to keep a close eye on. One of these reports is Impact Databank’s annual Distilled Spirits Hot Brands. The 2018 report is very telling:
- I believe it is the first time in many years that there are NO rums in the top 30 spots.
- While Tequila’s top spot comes at number 7 (Hornitos), the rest of the top-30 list is crowded with it!
The report’s criteria leaves out many successful rum brands by design, as it only takes into account established brands with double digit growth in 2016, 2017 and 2018, plus a minimum 2018 volume of 200,000 9-liter cases. I know many small/craft brands and private labels are thriving, they are simply flying under the radar of this report.
What I find most telling is the consumers’ preference for mainstream Tequila, some of which is translating into rums being aged or finished in ex-Tequila barrels.
Will this become a solid trend? Author Harold “Hal” Borland wrote that “April is a promise that May is bound to keep.” Only time will tell.
Cheers,
Luis Ayala, Editor and Publisher
http://www.linkedin.com/in/rumconsultant