The global rum brands is quietly undergoing a transformation. For generations, Caribbean distilleries defined what the world drank and celebrated as rum. But in 2025, that long-standing order is no longer unchallenged. Brands from Asia and Africa are not just entering the conversation — they are reshaping it.
According to The Spirits Business Brand Champions Report, which ranks spirits brands based on 9-litre case sales in 2024, the balance of power is shifting. Philippines-based Tanduay continues to dominate global volumes, while Indian and African labels are steadily closing the gap with legacy Caribbean names such as Bacardí and Captain Morgan.
The numbers also reveal a cautious year for the category. While a handful of brands recorded growth, most saw softer demand, reflecting changing consumer habits, inflationary pressures, and evolving drinking preferences worldwide.
Here’s a detailed look at the 12 best-selling brands in the world for 2025, ranked by global sales.
12. Kraken
Kraken has carved out a strong global identity through its bold visual branding and spiced profile. Distilled in Trinidad and Tobago, this Caribbean-style rum is instantly recognisable for its deep, dark colour and blend of 13 spices inspired by maritime legends. While Kraken experienced a slight decline in 2024, the dip was marginal, underlining the brand’s continued appeal among spiced rum enthusiasts.
11. Kenya Cane
Kenya Cane is one of the fastest-growing success stories in the rum world. Crafted from locally grown sugarcane and triple-distilled in Kenya, the brand offers both classic and flavoured expressions, including citrus and pineapple. In 2024, Kenya Cane recorded the highest percentage growth among the world’s top rum brands, signalling Africa’s rising influence in global spirits consumption.
10. Contessa
Produced by Indian spirits major Radico Khaitan, Contessa is a dark rum distilled from fermented sugarcane. Known for its bold character, the brand’s 12-year-old expression adds depth through oak ageing. After several years of stable sales, Contessa faced a noticeable decline in 2024, reflecting increasing competition within India’s value-driven rum market.
9. Old Port
Old Port, made by Amrut Distillers, is a familiar name across India. Crafted from molasses and matured in oak barrels, the brand enjoyed exceptional growth in 2023. However, 2024 proved challenging, with Old Port recording the sharpest year-on-year decline among the top twelve. Despite this setback, it remains one of India’s most recognisable spirit labels.
8. 1965 Spirit of Victory
Another Radico Khaitan offering, 1965 Spirit of Victory has steadily built momentum. This Indian dark rum is known for its smooth texture and gentle sweetness. After a significant jump in sales in 2023, the brand continued its upward trajectory in 2024, reinforcing its growing acceptance among Indian consumers.
7. Božkov
Božkov stands out as the only European brand on the global best-seller list. Produced in Czechia using Caribbean sugarcane, the brand offers both traditional and flavoured variants, including almond and coffee. Sales remained largely stable in 2024, reflecting Božkov’s consistent demand across Central and Eastern Europe.
6. Barceló
Dominican Republic-based Barceló has built a reputation for quality and sustainability. Made from estate-grown sugarcane, the brand offers a diverse portfolio spanning different ages and production styles. After a slight decline in 2023, Barceló returned to modest growth in 2024, supported by its strong international distribution and eco-friendly credentials.
5. Havana Club
Despite ongoing trademark and distribution restrictions in the United States, Havana Club continues to enjoy strong global recognition. The Cuban rum is produced using molasses sourced across the island and aged in white oak barrels, with reserve expressions delivering added complexity. While the brand has seen declining volumes since 2022, the slowdown in 2024 was less severe, suggesting signs of stabilisation.
4. McDowell’s Rum
McDowell’s Rum emerged as the highest-selling Indian rum brand in 2024. Owned by United Spirits Limited, a subsidiary of Diageo, the brand offers both dark and white rum expressions tailored to mass-market preferences. After a steep drop in 2023, McDowell’s managed to limit further losses in 2024, holding its position in an intensely competitive domestic market.
3. Captain Morgan
Captain Morgan remains one of the most recognisable rum brands worldwide. Produced in the U.S. Virgin Islands, its flagship Original Spiced alcohol blends Madagascar vanilla with spices such as cinnamon and clove. Although sales dipped slightly in 2024, the brand still sold more than 11 million cases, highlighting its enduring global reach.
2. Bacardí
Few names in rum carry the heritage and scale of Bacardí. While its roots trace back to Cuba, the brand now sources molasses globally and offers a wide range of white, dark, and spiced rums. Despite a modest decline in 2024, Bacardí retained its position as the world’s second-best-selling rum brand, with nearly 20 million cases sold.
1. Tanduay
At the top of the global rankings once again is Tanduay. Produced in the Philippines, the brand specialises in dark rums, alongside a white expression. After a difficult 2023, Tanduay returned to growth in 2024, posting a solid rebound and selling approximately 23.8 million cases worldwide — reaffirming its status as the world’s best-selling rum brand.
As the category evolves, one thing remains certain — rum’s future will be shaped as much by new voices as by its legendary past.
