India’s drinking culture is evolving, with women leading the charge in redefining their choices—especially in the world of rum. No longer confined by outdated norms or conventional expectations, women are exploring spirits on their own terms. The shift isn’t about moving away from lighter drinks; it’s about expanding preferences, embracing diverse flavors, and engaging in a more inclusive and experience-driven drinking culture. Rum is no longer just an option—it’s a statement of individuality, taste, and exploration.
A recent survey by Ochre Spirits, “Indian Women & Rum Culture: Changing Preferences & Trends”, conducted among 3,500 rum drinkers across five metro cities, highlights this evolving landscape. While 45% of respondents still perceive rum as a “masculine drink,” 15% of women believe this perception is shifting, signaling a new era of inclusivity in rum culture.
A conscious shift in drinking preferences
This shift underscores a larger cultural evolution, where women are not only exploring stronger spirits like rum but are also prioritizing quality over quantity.
When it comes to flavor, 17% of women gravitate towards rum cocktails, with mango and citrus leading as preferred notes. However, the increasing appreciation for spiced and flavored rums reflects a sophisticated and evolving palate, challenging conventional expectations and embracing a more diverse spectrum of taste experiences.
John Royerr, Founder of Ochre Spirits, shares his insights:
“Rum culture in India is no longer bound by outdated perceptions. Today’s women are shaping the narrative, choosing spirits based on flavor, experience, and personal preference rather than societal expectations. With the rise of artisanal rums and mixology-driven experimentation, we’re seeing a more inclusive and diverse drinking culture emerge. This shift isn’t about breaking stereotypes—it’s about moving beyond them entirely.”
Breaking barriers and creating new spaces
The notion of rum being a “man’s drink” is dissolving as more women integrate it into their social and personal drinking experiences. Weekends are no longer confined by outdated norms—rum cocktails are now a staple on tables, irrespective of gender.
Where are women enjoying their rum the most? The survey uncovered key trends in consumption habits:
• 33% of respondents prefer drinking rum at home, making it the most popular setting.
• 24% opt for bars and pubs, reinforcing the growing social acceptance of women indulging in stronger spirits in public spaces.
• 25% of respondents attribute social media as a key driver of their interest in rum, with viral cocktail trends, expert mixologist insights, and influencer recommendations shaping their preferences and expanding their drinking choices.
The Future of Rum Culture: Inclusive, Experimental and Engaging
Women-centric events, targeted marketing, and evolving perceptions are key catalysts in driving female engagement with rum. 18% of respondents believe that these efforts are essential in expanding the category and making it more accessible to women.
The spirits industry stands at an exciting crossroads. By leveraging data-driven insights, real consumer feedback, and immersive brand experiences, rum brands can create deeper connections with female consumers. The future of rum in India is no longer about rigid perceptions—it’s about inclusivity, experimentation, and personal expression.
To fully embrace this evolution, brands must expand their flavorprofiles, curate immersive tasting experiences, and craft cocktails that appeal to a refined and diverse palate. Rum is no longer merely a spirit; it is a dynamic cultural movement—one where women are not just welcomed but are actively redefining its future.
