adm Indicia：2025-26年酒精与非酒精饮料行业新兴趋势与未来发展方向深度研究报告（英文版）

In recent years, we've seen individual spiritstake their turn in the spotlight - from therise of gin to the resurgence of vodka. As welook ahead through the lens of the Gen Zconsumer, it is rum that is emerging as thenext breakout category. This generation isfuelling the growth, with almost 4 in 10Gen Z drinkers enjoying rum at least oncea week (IWSR, 2024).