10th September 2026 - Bumbu has retained its position as Canada’s No.1 Super-Premium Rum*. The Barbadian and Panamaian-crafted rum brand continues to outperform the wider category, with volumes growing by 43% year-on-year. The latest IWSR data ranks Bumbu as the country’s leading Super-Premium Rum by both volume and value, reinforcing its position as one of Canada’s fastest-growing premium spirits brands.
The Canadian performance reflects Bumbu’s continued momentum globally, with the brand also retaining its position as the world’s No.1 Super-Premium Rum* by both volume and value for the second consecutive year, according to IWSR.
The performance comes as Canadian consumers continue to seek distinctive premium spirits. While overall rum volumes declined, the super-premium imported gold rum segment remained resilient, reflecting growing demand for brands that offer authenticity, quality and character.
Brett Berish, Founder and CEO of Sovereign Brands, said, "We created Bumbu because we believed there was an opportunity to do something completely different with rum – to make it more premium, more distinctive and relevant to a much broader audience. Canada has really embraced Bumbu, and to be the No.1 Super-Premium Rum in the country for the second-year running, particularly in a challenging market, is something we’re incredibly proud of.”
Building on this momentum, Bumbu is set to further expand its presence in Ontario with a new 50mL Bumbu Original General Listing, due to hit shelves in time for the holiday season.
The new format will give consumers another way to discover Bumbu Original and further strengthen the brand's retail presence in the province.
Ronit Frigillana, Brand Manager Pernod Ricard Canada, added, “Bumbu’s continued growth in Canada reflects the momentum we’re seeing with Canadian consumers and the growing interest in distinctive, premium rum. There is still significant opportunity ahead for Bumbu in this market, and we’re excited to continue building on that momentum. The upcoming launch of Bumbu Original 50mL is another important step in expanding the brand’s presence and introducing more consumers to Bumbu.”