Nearly five million Gen Zers drink rum at least once a week
Latest data by drinks importer-distributor, Paragon Brands, has revealed Gen Z are driving a popularity surge of rum, with almost four in ten (38%) young adults drinking the spirit at least once a week.
This figure is nearly three times higher than the national average (13%) with one in seven rum-loving young adults drinking the spirit daily and almost one in four Gen Z now labelling rum as their favourite spirit (23%).
Once the preserve of pirates and sailors, the spirit is now a huge hit with young people, with Gen Z relishing the drink due to its taste (52%) and how it’s often affordable (28%).
The spirit is also appreciated for its versatility, as over a third of the nation (34%) drink rum due to the fact it collaborates well with a huge variety of mixers.
The survey of 2,000 respondents discovered that when drinking the spirit, 35% of Brits pair rum with cola, but more niche pairings can come in the form of rum and lime and soda (4%), ginger ale (4%) and even rum and milk (2%).
When it comes to a night out, almost half of Brits (48%) will choose rum and a mixer as their go-to drink, with this tipple being especially popular with millennials, as nearly seven in ten (67%) are opting for this beverage at a party.
The popularity surge can seen across the nation, as almost one in four Brits label rum as their favourite spirit (23%). The beverage’s popularity has grown to new levels, where it is now more popular than firm favourites whisky (13%) and gin (10%).
Interestingly, the spirit’s roots are still prevalent in young people’s minds, as four in ten Gen Z (40%) associate rum with pirates. Inspired by this, leading alcohol wholesaler, Paragon Brands, have announced a new rum celebrating the spirits’ unique heritage.
Paying tribute to Anne Bonny, a renowned female pirate who defied the norms of her era and chose a life of adventure, Paragon Brands have launched their latest rum Anne Bonny, named after the female pirate who wouldn’t let boundaries stop her.
The rum is a testament to her resilience. Made using rum from across the Caribbean Islands on which Anne Bonny once roamed, mixed with tropical fruit flavours and vanilla, Anne Bonny is a rum without boundaries.
Chris Jones, Managing Director of Paragon Brands, who distribute Anne Bonny in the UK, said: “Our report has shown a huge popularity surge in rum in the UK, especially in Gen Z, with nearly five million young adults consuming the spirit weekly, but the data shows that nationwide, rum is an extremely popular drink.
“The data shows that rum’s popularity is continuing to rise. Despite originating in the Caribbean and notoriously drank amongst pirates in the 1700s, the spirit still plays a big part in the nation’s drinking culture, and we believe it’s only going to get bigger.
“With the launch of Anne Bonny rum, we’re bringing a fresh new story and flavour to a nation of rum-lovers. Anne Bonny was one of the few female pirates in recorded history, so it’s only fitting that we honour her with a rum bursting with the same unique and tantalising flavour of Caribbean adventure.”
Anne Bonny by Paragon Brands is available in the UK in 70cl at 40% via Amazon.
About Paragon Brands
Paragon Brands is a leading UK-based company specialising in unique and unusual premium drinks brands. Based in Manchester, our mission is to bring excitement and diversity to the UK drinks industry through innovation and creativity. Representing 14 brands from around the world, including globally leading vodka brand Żubrówka and internationally renowned brands such as Pusser's Rum and G'Vine Gin, we offer our customers a range of exceptional products. Our passion for quality and expertise in the drinks industry sets us apart from others in the market.
About Maison Villevert
Since 2001, Maison Villevert has been a pioneering Group with a long-standing presence in the world of premium spirits. A creator, incubator, and independent distributor of premium spirits made from grapes and wines; Maison Villevert brings unique experiences to more than 60 countries. With a daily commitment to boldness and creativity, Jean-Sébastien Robicquet—the founder—and his teams have rocked the international sector with their amazing creations : G’Vine, gin from France (the world’s first gin made from grapes and vine flowers), Cîroc (the first vodka made from grapes), La Quintinye Vermouth Royal (the best red vermouth in the world), JUNE (the infused gin collection), Cognac Grosperrin (prestigious merchant of rare cognacs), La Guilde du Cognac (cognacs from artisanal distillers and villages), and Celtic Whisky Distillerie (one of France’s leading whiskey distilleries).
Maison Villevert actively contributes to the renown of French craftsmanship and Art de Vivre: Several sites covering 500 years in the history of spirits are open to the public, a collection of almost a thousand old books is devoted to wines and spirits, numerous cultural events are organized (Francophone Film Festival in Angoulême, the Cognac Blues Passions Festival), young painters and sculptors receive support, the Prix Maison Villevert is awarded to piano virtuosos, and the creation of Villevert On Stage—a competition aimed at the bartending community to promote their art and stimulate their creativity.
With 150 employees, Maison Villevert is a committed player in France. The Group, which has several sites and 40 hectares of vineyards, is constantly improving its environmental practices. Certified ISO 14001, ISO 22000, Bio Ecocert, HVE, and CEC, Maison Villevert has also been a member of the Carbon Disclosure Project for more than 10 years, with the aim of reducing its carbon footprint by 50% by 2030. The Group is implementing a CSR policy with the aim of receiving a BCorp and ISO 26000 “exemplary” certfication in 2025. Maison Villevert and its distribution subsidiaries (France, United Kingdom, United States, and Mexico) generate consolidated annual sales of close to 100 million euros.
The Legend of Anne Bonny
Born in Ireland around 1697, Anne Bonny became one of the most captivating figures of the golden age of piracy. From an early age, Anne demonstrated an indomitable spirit and a fiery temperament, and indeed, her life was marked by a quest for adventure and freedom, defying the societal norms of her time.
Married to James Bonny, a minor pirate, she soon found her true calling alongside the infamous pirate Jack Rackham, known as “Calico Jack.” Together, they formed a formidable duo on the Caribbean seas. Anne, often disguised as a man, fought alongside her companions, forging her own legend as a fierce and independent pirate.
She soon met another female pirate, Mary Read. As sisters in arms, fighting to love and protect each other, these two women shared a rare and precious relationship until their adventures came to an end in 1720 when they were captured by a British vessel. Anne and Mary’s ingenuity spared them from execution, claiming to be pregnant. While Mary Read did not survive long in prison, Anne Bonny’s fate remains a mystery, with rumours suggesting she continued her adventures elsewhere.
1 https://straitsresearch.com/report/rum-market/united-kingdom
