Brand awareness for rum brands among consumers in the U.S. 2017

The reasons for drinking rum are numerous. From enjoying the moment to relaxing their bodies, some people just want to connect with others while having a beverage. Then there are others who feel stressed out after a long day at work, and having a glass of rum helps them to loosen up a bit.
According to the Statista survey Alcoholic Beverages in the United States 2017, Bacardi Rum is the most famous brand amongst U.S. rum drinkers: Almost 80% of the respondents are familiar with it. Ranking second among the leading rum brands in the world, Bacardi Rum sold 17.1 million 9-liter cases in 2018.

Second on the list is Captain Morgan which is produced by the famous British alcoholic beverages conglomerate Diageo. A supporting driver for this popularity might be the fact that the rum brand spent more than US$11.3 million on broadcast advertising in the U.S. in 2018.

Rum consumption in the United States

As of the period from 2013 to 2018, rum consumption in the U.S. is on the decline with every year passing. Back in 2013, the U.S respondents consumed more than 25 million 9-liter cases of rum. Fast forward five years and the United States’ rum consumption is below 24 million 9-liter cases in 2018.

Which of the following rum brands do you know (at least by name)?

Share of respondents
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Number of respondents

1,004 respondents

Age group

21 years and older

Supplementary notes

Multiple answers were possible.

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Statistics on "Spirits brands: Bacardi"

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