BUMBU ranked no. 1 super-premium rum globally and in Romania by IWSR and Nielsen

Maggie Hanson Branding, Consumption Habits, Marketing

BUMBU’s remarkable global performance has far outpaced the rum category average, becoming the key driver behind overall growth. According to the IWSR Global Trends Report 2025, premiumization continues to hold strong worldwide, even though its pace varies across markets.

The premium and super-premium segments grew globally by 3% in 2024, driven by lower consumption frequency but more deliberate consumer choices, as people increasingly seek quality, relevance, and memorable experiences—especially in the vibrant universe of cocktails.

BUMBU is the fastest-growing super-premium rum brand, registering 40% growth in 2024 and achieving an international market share of 27%, establishing itself as the undisputed global leader of the super-premium rum segment.

BUMBU is also No. 1 in Romania, becoming in the 2025 fiscal year (July 2024–June 2025) the leader of the overall rum category in Modern Retail, with value growth nearly doubling year-on-year and a market share increase of more than 9 points.

“BUMBU became the number one rum in value on the Romanian market thanks to a coherent mix of actions across Off-Trade and E-commerce. Together with a strong team, we built a premium shelf presence, created memorable moments of consumer interaction through tastings and themed experiences, implemented tactical promotions during key periods, and strengthened distribution through strategic partnerships with retailers. This synergy between visibility, experience, and availability was the engine of continuous growth, transforming BUMBU into a symbol of the premium segment in Romania,” said Andrei Șchiopu, Head of Modern Trade, Pernod Ricard Romania.

In Romania, BUMBU has recorded steady and sustained growth, quickly becoming a consumer favorite both for its taste and for its authentic, bold, trendsetting brand personality.

Thanks to the strong partnership between Pernod Ricard Romania and Sovereign Brands, BUMBU has doubled its sales volume in Romania each of the past three years, and the growth trend is expected to continue in the coming period, according to company representatives.

“Romania is currently one of the most important markets for BUMBU globally and is among the countries with the most significant growth. I am proud of BUMBU’s confirmed global leadership status and of the fact that we also hold the leadership position in Modern Trade in Romania. This achievement is the result of the combined efforts of the joint Pernod Ricard Romania and Sovereign Brands teams, where a mix of expertise, creativity, dedication, and a solid business structure contributed equally,” said Bogdan Dănceanu, International Sales Director CEE & Middle East, Sovereign Brands.

“Building a cultural brand like BUMBU goes beyond the classic marketing mix—it’s about curating a world people want to belong to. By intertwining the brand with music, art, and lifestyle, it transforms from a drink into a movement. Moreover, blending the brand story with strong, sustained commercial actions has turned BUMBU into an iconic rum brand, whose success and recognition, both internationally and in Romania, make us proud,” said Adelina Din-Țurcanu, Marketing Manager, Pernod Ricard Romania.

In the medium and long term, Pernod Ricard Romania and Sovereign Brands will continue to support BUMBU’s development, consolidating its leadership position in the rum category and offering consumers memorable experiences in line with the brand’s authentic values.