A CATEGORY REIMAGINED

For years, rum has been boxed in by stereotypes. Sugar-heavy mixers. Pirate branding. Entry-level cocktails. While other spirit categories evolved into cultural symbols of taste and aspiration, rum remained stuck in time.

That’s changing. A new generation of consumers is drinking differently, thinking critically, and investing in brands that reflect their identity. In this shift, rum holds one of the biggest untapped opportunities in the global spirits market.

SOIRÉ is built to own that space. The product is crafted for connoisseurs, the design speaks to tastemakers, and the strategy centers on how modern culture flows — through people, experiences, and access.

The Global Rum Market Is Massive and Underdeveloped

The global rum market surpassed $17 billion in 2023 and is projected to reach $25.2 billion by 2030, according to Statista and IWSR. Growth is being driven not by traditional brands, but by rising demand for clean, premium, craft spirits. Despite the potential, most U.S. consumers can only name one or two rum brands — and almost none in the premium tier.

Compare that to tequila, where brands like Casamigos, Clase Azul, and Don Julio have claimed both shelf space and cultural relevance. Rum has no clear leader in this lane.

That gap presents a real opportunity to define the category’s future.

Rum Has Always Had the Flavor. It’s Been Missing Focus.

When properly crafted, rum is among the most complex and versatile spirits on the planet. It can be sipped neat, featured in high-end cocktails, or paired with modern cuisine. But the market is flooded with artificially flavored, mass-market products that dilute perception.

SOIRÉ offers a refined alternative.

Our Blanco blend is additive-free, created using hand-harvested Caribbean sugarcane and blended by the world’s leading rum experts. A respected industry panel rated it 88 out of 100, signaling it belongs in the conversation with top-shelf spirits across any category.

Rum doesn’t need to be rebranded. It needs to be respected — and SOIRÉ was built with that respect from the ground up.

Premiumization is Reshaping the Industry

Across all spirit categories, consumers are spending less frequently but choosing better. According to the Distilled Spirits Council, premium-plus spirits grew 8.2% year-over-year in 2023, outpacing lower-tier categories. Consumers aged 21 to 35 are driving this shift, with a growing focus on clean ingredients, elevated design, and storytelling they can connect to.

Rum has not kept up with this shift. Many legacy brands continue to produce in bulk and market through outdated narratives. SOIRÉ is breaking that pattern by presenting rum as an aspirational product worthy of collecting, gifting, and celebrating.

A New Consumer Has Entered the Scene

This generation shops through experiences. They trust recommendations from friends and creators, not ads. They look for bottles that represent something — visually, ethically, and socially.

SOIRÉ is building directly into that ecosystem. The brand is distributed through aligned partners and high-impact moments, not traditional shelf presence. Our early placements span private events, curated nightlife, and fashion-aligned activations. Every product drop is intentional. Every touchpoint is designed to drive conversation and content.

This isn’t just about bottles sold. It’s about visibility earned through relevance.

Positioned for Growth Across Every Layer

SOIRÉ is not dependent on retail shelf space to scale. We have built a vertically integrated model that allows for control, efficiency, and real-time feedback. From sourcing to bottling to distribution, every aspect of the business is streamlined for speed and aligned with community-based growth.

As the spirits category leans into premium experiences, SOIRÉ delivers a product that tastes exceptional, presents beautifully, and travels through networks of creators, collectors, and tastemakers.

We are not following the legacy path. We are designing a brand that expands by culture, not contracts.

Rum has always had the potential to compete at the highest level. Until now, it has lacked the brand to make it happen.

SOIRÉ exists to claim that space. The product stands up to the world’s finest. The positioning is tailored to today’s most engaged consumer. The model rewards cultural relevance, not advertising budgets.

This is what the future of premium rum looks like — and it’s already in motion.