The number one rum brand in Reunion is also one of the best -selling in mainland France. In the arranges, Cart finds an additional growth engine which allows it to diversify its offer next to the white rum which makes its reputation.
If a brand seems legitimate to produce arranged rums, it's a cart, Rum whose main use is precisely to make arranged rums at home. The flagship brand of the Réunion of Rum therefore had this advantage that many of the first buyers of the cart arranges knew what it was about. The success of cart on the arranged segment is based on only four references, two of which were not originally positioned as such ! It is as tasting rums that cart launched, seven years ago, Vanillier heritage, Then the following year, Epicé heritage. The two arranged cartee, Banana and fruits of the tropics, only released three years later in a different format from 50cl. More, in a city, Consumers have not made the difference. Also distribution brands, Freasts of these references, gathered them every four in the same category of the arranges. "Our range of spicy rums was caught up in the success of the arranges" sums up Vivianne Cornieux, Marketing manager of Distillers terroirs, which develops the cart brand outside the meeting.
A diversification and a relocation
"It is important for Charrette to be present in the arranged segment, explains Viviane Cornieux. The arranged in the broad sense associate cart with a palette of diversified products beyond white rum. The arranges are also a real relocation for the brand. Sales jumped last year and the upward trend continues at the start of 2022. I think the arranges still have great years of growth in front of them. We are still in the ascending phase. »
Innovation due to home
No need for an engine for the brand in Reunion, where nine bottles of rum in ten sold for the cart label ! Launched on the island last year, The two inheritance references received a very good welcome. They keep, here, their positioning of tasting rums : They are found among rums and not among the arranges. In the land of arranged rum, on the other hand, It did not seem relevant to add the two arranges distributed in mainland France to the cart offer. Cart continues to highlight the arranged rum to do at home using your white rum with fresh ingredients, advocating the imagination in terms of recipes.
In the meeting, The renewed tradition
Smaller growth than in metropolitan France, But nevertheless fast from 2010 to 2018, Before stabilizing for two years. The new generation of arranges gave new impetus to the segment in Reunion also, where the dynamics benefit from the launch, every year, new recipes. The local radius of the arranges is characterized by a much larger number of references than in metropolitan France. Another characteristic of the local market : consumer loyalty for their brand. It's true to Isautier, chatel, but also of the latest arrival in the arranged segment, Mât River. The new arranges conquered former punch enthusiasts while attracting a younger clientele. "There is a place for everyone," concludes one of the main actors in the arranges. With almost 50 % PDM, Isautier retains a good lead over his main competitors.
The high rise in Reunionese rum production, Essentially produced
From the melasses of sweets.
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