Youth market ‘moving away from rum’

Global demand driven by younger consumers is shifting production trends from rum exports towards health and wellness products, according to Chief Executive Officer of Export Barbados, Mark Hill.

He told Barbados TODAY that consumer tastes are changing, and one of Barbados’ oldest exports — rum — is being affected.

He said: “What we are seeing is the taste and the emphasis on health around us is becoming a massive global trend. So to that extent, the funny things like our rum exports have been impacted by that. This younger generation is moving away from rum and alcoholic drinks and moving to more healthy mocktails and even lighter cocktails. And they are also moving towards can (canned drinks).”