The rum diaries
ShelfLife highlights the key brands, emerging trends and retail opportunities helping rum maintain its momentum
Print20 August 2026
Rum is enjoying sustained growth as consumers embrace it both for cocktails and premium sipping occasions. Spiced, flavoured and aged expressions are broadening the category’s appeal and encouraging shoppers to trade up.
While the Irish rum market has faced challenges, including a modest decline in recent years, it remains a significant segment of the country’s spirits industry. With only a limited number of Irish-made rums currently available, there is an opportunity to differentiate within the market, particularly at the premium end, where consumer demand and growth across the wider spirits sector are increasingly focused.
According to Business Research Insights, the global rum market has experienced significant growth and is projected to continue expanding in the coming years. In 2022, the global rum market was valued at approximately €11 billion and is expected to grow at a compound annual growth rate (CAGR) of 5.6% from 2023 to 2030, potentially reaching €17.5 billion by 2030, says Grand View Research.
Although Spiced rum — probably the biggest mainstream opportunity, Premium aged rum has the potential to appeal to whiskey drinkers. While white rum remains to be a popular choice for cocktails and on-trade. Dark/Jamaican-style rum remains more specialist but potentially strong with enthusiasts. Irish-made rum is an interesting emerging niche and a way to differentiate from imported brands.
Helping Irish bars rethink rum
Two Shores Paladar 10 Year Old Whiskey
For years, rum has meant one thing: reach for the familiar bottle, add cola, done. Two Shores Superior Irish Rum is giving bartenders and consumers something different with three signature serves that showcase just how versatile rum can be.
Distilled in Panama from 100% sugarcane juice and finished in hand-selected Irish whiskey casks on Ireland’s Wild Atlantic Coast, Two Shores is Ireland’s most awarded Irish rum. The whiskey cask finish brings added character, balance and subtle complexity, making it equally at home in classic and contemporary serves.
Alongside a Rum & Cola, Two Shores has developed serves that broaden how people enjoy rum. The Double Irish pairs Two Shores with Cidona for a distinctly Irish twist, while the Pineapple Spritz combines the rum with pineapple soda for a bright, refreshing serve. The Atlantic Storm offers a home-grown take on a Dark ‘n Stormy.
As rum continues to grow as one of the world’s fastest-expanding spirits categories, these simple serves offer Irish bars ways to engage consumers looking to explore beyond the familiar. Two Shores recently partnered with award-winning Cork Latin American bar Paladar to create a bespoke 10 year old Mezcal cask finish, bringing an extra south american twist, crafted specially for their signature Jungle Bird cocktail, but also perfect for sipping.
Two Shores Superior Irish Rum is available from Celtic Whiskey Shop and other leading wholesalers nationwide. Two Shores will be launching in O’Brien’s Wine Off-Licence stores at the end of August 2026.
Mount Gay joins the spiced category with the launch of Bajan Spiced: A modern twist on Barbadian craftsmanship
Mount Gay Bajan Spiced Spirit Drink
Mount Gay Vibrant Flavours of Barbados
Mount Gay, the world’s oldest operating rum distillery, proudly announces the launch of Mount Gay Bajan Spiced, an innovative and sophisticated new spirit drink set to redefine the spiced category. Building on over 320 years of unparalleled heritage and pioneering spirit, Bajan Spiced marks Mount Gay’s first foray into this segment, crafted for the discerning palate of today’s cocktail enthusiast.
At 35% ABV, Mount Gay Bajan Spiced is classified as a ‘spirit drink’, a deliberate choice made to unlock its full flavour potential. “Our dedicated research revealed that 35% is the ideal balance for our recipe,” explains master blender Trudiann Branker, who led the meticulous experimentation and refinement process. At this strength, alcohol notes are softened, allowing the subtle notes of its unique flavours to shine through for a smoother, more flavourful drinking experience, also making it more approachable for those who are new to mixing spirits. It really wanted to ‘capture the vibrant spirit of Barbados in a bottle.’ That’s why it focused on a rich and unique blend of locally inspired ingredients. You’ll discover a beautiful warmth from Barbadian ginger, but what makes it truly special is the bright, zesty burst of grapefruit that adds a layer of complexity you won’t find in other spiced rums. It’s a taste of the authentic, modern Barbados I love: bold, balanced, and utterly captivating.”
A first for Mount Gay, a pioneering spirit has, however, always been a cornerstone of their philosophy. As Antoine Couvreur, managing director of Mount Gay Distilleries, emphasises: “As the world’s oldest rum distillery, we believe it is our inherent duty to constantly push boundaries and redefine what is possible not only within the category, but within our own portfolio.” The creation of Mount Gay Bajan Spiced is a testament to this unwavering commitment. Distributed by Barry & Fitzwilliam.
Bumbu retains global super-premium rum lead
(L-R) Bumbu Original and XO
According to the latest IWSR rankings, Bumbu has retained its position as the world’s No.1 super-premium rum by both volume and value.
Alongside the global news, Bumbu continues to build strong momentum in Ireland. The brand has delivered 31% year-on-year volume growth, expanded its on-trade distribution by 150%, and is now available in more than 750 distribution points nationwide.
Recent retail gains include listings with Dunnes Stores, Tesco, O’Briens and SuperValu, while the brand has continued to invest behind the market through partnerships and activations including The Big Grill, Whiskey Live Dublin, Cork Whiskey Fest, and a collaboration with Rare Aul Times. Bumbu will also return to The Big Grill Festival later this month.
Looking ahead, the portfolio will continue to expand with the introduction of 35cl and 5cl formats to the Irish market later this year.
Source: IWSR 2026 Brand Champions Report (2025 calendar year data). Bumbu is ranked the world’s No.1 super-premium rum by both volume and value based on IWSR-defined Super-Premium Rum category sales.
Planteray Rum continues to drive rum experimentation & premiumisation
Planteray Rum Cut & Dry Coconut Rum
Planteray rums (formally known as Plantation) are instantly recognisable in their raffia-wrapped bottles and served at the world’s best establishments, so it’s no surprise that the brand is continuing to drive rum experimentation and premiumization here in Ireland. Planteray Rum expresses the great terroirs of rum in exceptional expressions whose double aging technique has become a true trademark. The Planteray Rum range, through its originality and quality, has captured the hearts of rum lovers around the world, winning over 600 medals and awards worldwide for its exceptional quality.
In Irish retail, Planteray Three Stars White Rum and Planteray Original Dark are becoming staples in shoppers’ baskets for their exceptional quality and value for money, while Stiggins’ Fancy Pineapple and Cut & Dry Coconut are changing perceptions around flavoured rums by using only natural fruit infusions. Planteray’s Barbados XO 20th Anniversary is an ideal gift for those who prefer to sip & savour. For more information, visit www.planterayrum.com and follow on Instagram at @PlanterayRum.
Distributed by Dalcassian Wines and Spirits, contact us at info@dalcassianwines.com (01) 293 7977.
Followers 0
Fans 0
Followers