U.S. sales of the leading rum brands 2017

Tanduay was the leading rum brand in the United States with about 19.5 million U.S. dollars' worth of sales. Rum is a distilled alcoholic drink made by fermenting then distilling sugarcane juice. The beverage has famous associations with the British Royal Navy and piracy, and has cultural significance in most islands of the West Indies.

Rum industry

Some of Tanduay's popularity in the United States might be attributed to its endorsement deal with the Golden State Warriors, one of the top NBA teams in the country. In 2018, rum beverages garnered a sales volume of 23.87 million 9-liter cases in the United States. Rum is classified according to national standards; however, the most common grades of the alcoholic beverage are light, "golden" and "dark", and premium rums. Light rums are usually mixed with cocktails, and the “golden”, “dark”, and premium rums are consumed on their own without ice or other beverages. Premium rum had the highest sales volume in the United States, which amounted to 13.94 million 9-liter cases. Rum has been placed third in the U.S. spirits industry, behind vodka and whiskey. The alcoholic beverage still receives a high amount of coverage as rum brands hope to boost sales. An amount of 26.44 million U.S. dollars was spent in the U.S. on advertising rum beverages.