Spotlight - Growing trends in the rum category

Recent deals by both Diageo and Edrington underline the growth potential major spirits companies see in the premium rum market. Jessica Harvey examines the latest moves in the context of a growing and vibrant international spirits category.

Spotlight - Movers and shakers target rum category

28 February 2008

UK: Diageo signs Zacapa rum to Reserve collection

8 February 2008

Diageo has secured a three-year global distribution and joint marketing deal with the Industrias Licoreras de Guatemala group of companies for its Zacapa rum brand.

UK: Edrington Group enters rum category with Brugal acquisition

6 February 2008

The Edrington Group has acquired a majority shareholding in Brugal Co, in a move that expands the Scotch whisky company’s offering into the rum category.