In Rum Battle, Malibu Speeds Things Up As Cruzan Goes Slow
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When it comes to rum, there is Captain Morgan, Bacardi and everyone else. The two brands dominate the category at a combined 67% share, with Diageo-owned Captain Morgan holding a slight edge with a 34% share, according to IRI, which excludes bars and restaurants.
But as the critical summer season begins, two smaller brands are trying to make waves with new campaigns that underpin two very different strategies.
Pernod Ricard-owned Malibu, which is the No. 3 rum with a little more than 8% share, has a new partnership with pop band OneRepublic as it continues to go after high-energy occasions. By contrast, Cruzan is urging consumers to slow down with its “Don’t Hurry” campaign, which advocates for an island lifestyle in everyday life. The brand, which is owned by Beam Suntory, is the 11th-ranked rum by sales with just under 1% share, according to IRI.
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