A new mixed company, between a subsidiary of the Diageo British firm and the corporation Cuba Ron S.A. it was established today, which will have exclusive rights of global distribution of Santiago de Cuba Rum.
The joint venture with Cuba Ron Corporation is in line with the strategy of investing behind growth opportunities in premium and superior brands, said David Cutter, president of global production and purchasing at Diageo.
The joint work provides a great opportunity to expand the British firm's business portfolio, in segments of the rum category, whose growth is driven by worldwide premiumization, he added.
Juan González Escalona, president of the Cuba Ron SA Corporation, said he looks forward to working with partners to build the success of this premium rum outside of Cuba, which is an expression of their people and part of Cuban tradition and culture.
Santiago de Cuba is the second largest premium Cuban rum, has four main variants Blanco, Añejo, 11 years and 12 years, and it is known for its high quality and provenance in the distillation region of eastern La Isla.
Globally, premium and higher segments are growing ahead of the category of rum in general, the brands of this drink in the country represent the new percent of the value of retail sales of such segment.
