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The Renaissance of Rum

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SOURCE Diageo

LONDON, January 24, 2014 /PRNewswire/ --

A new report discovers 2014 will be the year of rum cocktails

'The Spirits Level' - a survey by thebar.com into the nation's drinking habits reveals:

  • Rum is now the fastest growing UK spirit and will become the "spirit of the moment"
  • Brits have a growing thirst for sour and bitter flavours, reflected by the popularity of citrus flavoured cocktails and mixed drinks
  • Drinking predictions for 2014

The first annual report from thebar.com (a website offering drinks inspiration and education from the UK's favourite alcohol brands including Smirnoff vodka, Gordon's gin and Johnny Walker whisky) reveals tastes have changed with Brits now buying and drinking more rum than ever before. Also mixing together sour, bitter flavoured cocktails.

Oliver Shayer, spokesperson for thebar.com, said:  "Our tastes have evolved throughout the years, largely influenced by a growing 'foodie' culture and our desire to be creative and experimental. Our cocktail of choice now has elements of sour, bitter and citrus flavours."

The Rise of Rum

Recent sales figures indicate that rum is moving to the forefront of Brits' drinks cupboards and is more likely to be found in the average UK shopping basket than a bottle of Champagne. 

The top 25 selling rums have increased in sales volumes by 6,247,800 litres.

Predictions for 2014

  1. Drinkers will choose unusual flavour combinations

With a dizzying array of options available Brits will seek out new and unusual flavour combinations (sour and spicy drinks).

  1. Forget recipe books, we'll create drinks that are personal to us and our style

As 19 -36 year olds focus on creating individuality in all aspects of life, making personal drinks will complement their need for uniqueness

  1. A need for unique sensory experiences while socialising

There will be a growth in unique sensory experiences with just as much attention being paid to the environment and the glass, as to the drink inside.

If you're looking for creative cocktail inspiration and education for a wealth of classic cocktails, visit uk.thebar.com, a new website that has been specially designed to offer tantalising creations using the spirits and mixers you have at home. The site explains which different mixers to try with spirits to create a variety of different drinks and flavours from a sweet finish to a refreshing bite.  

Notes to editors

Enjoy drinks sensibly. Visit uk.thebar.com  

For more information about your drinks Ask Dave, the DRINKiQ expert, by visiting http://www.drinkscalculator.com.

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JeB, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

For the full drinks trends report or for further information, please contact:

Thebar.com Press Office at GolinHarris:

thebarpressoffice@golinharris.com / +44(0)20-7067-0026

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