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Rum, France's leading spirit
The 2023 barometer of the’agency Sowine This year again confirms the resounding success of rum: 81% voted it the most popular spirit in France, ahead of whisky (68%) and vodka (63%).
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Rum, simple and funky?
Rum, France's leading spirit, is the only spirit whose consumption is increasing among the 26/49 age group. The secret of this success is to be found in the «cocktail» trend, which is giving it particular prominence. 65% of French people drink cocktails, and consumption outside the home is rising steadily, mainly among young urbanites. The most popular cocktail is the Mojito, in which rum is an essential ingredient. Less complicated to understand than wine, rum is appealing because of its simplicity and versatility: pure, mixed or blended, it lends itself well to relaxed, hedonistic consumption. But rum should not be reduced to a white spirit without character: more and more consumers are appreciating the richness of rums. premium, as demonstrated by the success of the 2023 edition of the Paris «Rhum Fest».
A spirit in the big league
10e It's been a sell-out year for this unique festival in the heart of Paris, bringing together producers from 44 countries: rum is a journey in itself. With tastings, cocktail workshops and masterclasses, there's plenty for rum lovers to enjoy. You'll learn that the type of sugar cane used is just as important as the grape variety, and that ageing is a delicate art in which the cooperage and the humidity level in the cellar affect the flavour of the final product. That certain wine codes premium This quest for excellence has put rum in the top league. Old rums, which are in great demand, sell for between €35 and €60 a bottle, making them direct rivals to top-of-the-range whiskies. Some even fall into the luxury category, with bids reaching up to 7,800 euros for very old vintages (Saint-James 1885).
There's no doubt that rum, a versatile and popular spirit, has a radiant future ahead of it. Yes we canne!
Arnaud Heckmann
Trainer Bachelor, M1 & M2
Author: World history of French wine
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