From down under to top shelf: Australian rum is making waves

• The Australian rum market is worth over $600 million with just under half (46%) of the domestic market made up of Aussie distillers

• Rum has over a 200-year history in Australia, dating back to the arrival of the First Fleet and was even an offcial currency

• The next chapter of Australian rum history is being led by innovative local distillers crafting new, innovative expressions of rum refective of the land

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May 2023 – Whether you love the golden liquid or are yet to be convinced, rum holds a unique and rich history in Australia since it arrival with the First Fleet in 17881. As well as two years of food rations, Governor Arthur Phillip also brought a four-year supply of rum! This was just the beginning or rums long and colourful history in Australia and more than 200 years later, Australians are now moving beyond the rum and coke and discovering adventurous favours and new styles of rum that refect the land where it’s made.

Following from the success of the craft gin boom, the premiumisation of rum is now undeniable in Australia. A rising interest in artisanal and high-quality rum is due to a growing appreciation for unique favour profles with an infux of new brands into the domestic market. In fact, there has been a 20% market growth in Australia with 48 brands offering 111 rum products currently available compared to just 21 brands with 38 products in 2012. This follows a greater global demand for craft and premium rum, which has seen a 16% increase over the last three years2.

While rum’s roots are in South America and the sugarcanerich islands of the Caribbean, it’s made in just about every country with a distilling scene, with Australia’s east coast providing the perfect climate for sugar cane production. However, as a British colony, Australian rum has been made in the British style for over 160 years and infuenced the way Aussies think about the spirit.

The heavy and sweet notes of sticky toffee and vanilla from the dark aged rum made from molasses – known as English-style Rum, has been the style of choice in Australia since rum production begun in the late 1800s. Bundaberg Rum has long dominated the Australian market but new consumer demand for premium spirits is making the domestic market more diverse3.

Consumer drive has been instrumental for the growth of Australian rum market - worth over $600 million.

Quentin Brival, Head Distiller at Husk Rum, says that the innovative spirit of Australian rum producers has brought forth a new wave of unique expressions of rums.

“Australian producers are exploring new opportunities to unlock rum’s potential and that is creating new styles and favour profles not currently seen on the international market.” says Brival.

“As Australia’s only farm to bottle rum distillery, we make Husk Rum using fresh cane juice grown on our farm and have focussed on creating a favour profle refective of our local region, the Caldera Coast”

Husk Rum has spent more than 10 years developing a new style of Australian spirit made from freshly crushed cane juice, a style of rum frst developed in the French Caribbean islands more than a 100 years ago. Their new release Rare Blend is a prime example of the new taste of Australian rum.

“Rare Blend is a made from two styles of rum. The frst is a seasonal 100% single estate cane juice rum, our signature style which is dry and adds complexity and depth to the fnal product. The second is a rum made from Tweed Valley cane honey, which is evaporated cane juice. Cane honey is sweet, rich, and pure which creates a very smooth and round rum with fruity and foral notes,” added Brival.

The resulting blend uniquely refects the Provenance, or terroir, of the Caldera Coast the strip of coastal land that straddles the Queensland/NSW border from Burleigh Heads to Byron Bay. Centred on Mt Warning/Woolumbin, this is the deepest caldera in the southern Hemisphere and Husk Farm Distillery lies in the heart of the caldera.

Rum has primarily been produced in the Caribbean, dominated by heavy British and light Spanish styles as well as the much rarer French style rum which is dryer with a complex profle of zest, grass and herbaceous notes. However, as Australian rum producers craft more diverse favour profles, their focus is on expressions that refect Australian heritage, climate and circumstances.

This development is leading to a rum resurgence Down Under. Aussies are now able to explore and appreciate the depth craft of rum now on offer, leading to a new understanding and appreciation of this colourful and versatile spirit.

Paul Messenger, CEO and Founder of Husk Rum, says this growth refects evolution in the rum category.

“As rising consumer interest and the emergence of premium brands expand the category, modern perceptions of rum extend well beyond the traditional rum and coke. New styles and favour profles present opportunities to showcase the versatility of rum in high-end cocktails and new consumer trends elevating the category and educating consumers,” says Messenger. Launching at good retailers and online from 8 May, Husk’s Rare Blend Rum is a modern Australian rum designed to be consumed neat, with ice, Indian tonic with a thick slice of orange, or in a rum Old Fashioned with triplesec, Angostura bitters and an orange zest. To fnd out more about Husk Rum’s distinctive cane spirit and spiced rum, head to https://www. huskdistillers.com/

About Husk Rum

Husk Rum launched in 2012 with a dream to create sipping quality Australian cane juice rum. As Australia’s frst and only agricultural rum distillery they developed this style of rum with a farm to bottle™ philosophy, using sugar cane grown 100% on their farm. The volcanic soil, sub-tropical climate and local cane varieties combine each harvest to create something unique. The terroir of the Caldera Coast is refected in every dram of Husk Rum.