The Rum Resurgence: Driving Growth Through Distinctive Glass

The UK rum market is experiencing significant growth. Luxury rum remains evergreen, forever being a popular option. Consumer motivations have evolved favourably towards rum, with a mindset of ‘drinking less but better’. The emphasis on moderation and luxury going hand in hand, with consumers willing to spend more on their less frequent moments of indulgence. In 2023, rum on-trade reached £1.1 million in value, overtaking whisky for the second year in a row. Rum has grown 80% over the last 5 years, and according to IWSR’s 2024 market report, this is predicted to increase further.  

But what is driving rum’s profitable growth? In short: the younger generation. The rum sector adapting to meet the demands of the younger generation, and the numbers speak for themselves, with 38% of young adults drinking rum at least once a week. This evolving audience is driving demand for more than just flavour. Today’s consumers value quality, innovation, and responsibility, and distinctive, sustainable packaging is a vital part of that equation. The new wave of consumer demands is centred around three main values: quality taste, innovation, and moderation.  

The Role of Distinctive Glass Bottles 

Packaging has played a defining role in rum’s recent resurgence, not simply as a vessel, but as a vital extension of the brand experience. In a market where moderation meets indulgence, packaging becomes the promise of something more: a refined moment, a display-worthy piece, a reflection of lifestyle and taste. 

Truly impactful packaging balances visual elegance with purpose. It must be functional, authentic, and above all, tell a story. At Verallia, our experts specialise in transforming those stories into glass, crafting signature bottles that captivate consumers and earn pride of place in any collection. 

Enter DropWorks Distillery, a British trailblazer redefining the rum category. Fusing bold Caribbean ingredients with British innovation, they’ve created a rum designed for the discerning drinker. Distinctive in flavour and design, their vision was brought to life in collaboration with Verallia.  

DropWorks’ distinctive packaging captures the essence of refinement, sophistication, and modern craft. Our expert team curated a slender, elevated design that mirrors the richness of their spirit. 

The perfect fit? Our ‘Patet’ bottle from the ECOVA collection. With its timeless silhouette, gently rounded form, and shallow cork mouth finish, Patet balances heritage with modernity. Its understated shape offers a commanding presence behind the bar, while its lightweight design reflects a forward-thinking approach to sustainability. 

A bottle that not only tells a story but invites one with every pour. Finished with DropWorks’ sophisticated label, featuring a premium gold font, this packaging commands attention.  

Storytelling Through Sustainable Packaging

Today’s consumers are redefining what value truly means, seeking not only exceptional quality, but also alignment with the values they believe in. Moderation now extends beyond how we drink to how we purchase, with research showing that consumers are willing to pay up to 10% more for products made sustainably. In this shifting landscape, sustainable packaging is no longer a consideration – it’s a cornerstone of future-ready brand strategy. 

As discussed earlier, successful packaging is more than form and function. It commands attention, tells a compelling story, and reflects brand values with clarity and purpose. Choosing sustainable packaging is one of the most powerful ways to express authentic environmental responsibility.  

At Verallia, we go beyond manufacturing bottles. We craft elevated packaging experiences, and every detail is designed to bring your brand vision to life.  

For Two Drifters, their beautiful bottle perfectly reflected their ethos and innovation. Being the first ever carbon-negative rum, sustainability was non-negotiable. The team sought a vibrant, refreshed design to resonate with a younger, conscious audience, while staying true to their environmental mission. 

Two Drifters entrusted Verallia to bring their vision to life, and our dedicated team certainly delivered. The result was a bottle that reflects innovation, integrity, and impact at every level, perfectly aligned with the brand’s carbon-negative ethos. 

For this refined refresh, the Blackwell Premium bottle was the ideal choice. Its sleek, slender silhouette offered both elegance and functionality, elevating the spirit within while meeting the highest standards of sustainable design. 

With a 30% reduction in weight compared to its predecessor, this lightweight bottle plays a vital role in reducing carbon emissions across both manufacturing and transport. The sustainable glass packaging is complemented by vibrant labels crafted from sugarcane fibre – a renewable, biodegradable, and compostable material, reinforcing the brand’s commitment to thoughtful, future-focused design. 

Harnessing a New Wave

Today’s younger consumers are driving rum’s significant growth, and there’s no better time for brands to harness the wave. Whether you’re a traditional brand steeped in heritage, or a modern innovator making bold moves: creating an indulgent experience from store to sip is the key to establishing your brand as the Gen Z favourite. 

At Verallia, we help growing rum brands stand apart with distinctive glass packaging that not only tells your story but invites your audience to feel it. Our expertly crafted bottles offer a tactile sense of luxury, visual impact, and a premium pour – with the sustainability credentials to reinforce your ethos. 

Discuss your brand’s newest rum developments with our team.