US: Diageo widens Brazilian white rum launch
Diageo is set to further roll out its super-premium white rum brand across the US.
The drinks giant said today (24 August) that its Brazilian rum brand Oronoco would be unveiled in Miami and Las Vegas next month. The launch follows the brand's debut in New York, Los Angeles and San Francisco last autumn.
Greg Leonard, Diageo's director of public relations for global rums, told just-drinks that Oronoco was aimed at "well-travelled consumers with a breadth and scope of spirits knowledge".
He said: "The super-premium rum space is unique and it extends the drinking experience beyond vodka. People are looking for this, that's why high-end Tequilas and some high-end gins are doing well. People want to purchase quality but we believe people are looking for a taste profile as well. This is where Oronoco can compete."
Oronoco would compete with super-premium white rums including 10 Cane, produced by Moet Hennessy USA.
Leonard added: "Super-premium rum is a relatively new category but it's a viable one and one in which I can see us taking a tremendous leadership position."
Diageo said that Oronoco is triple-distilled and blended with aged South American rums and natural spring water before being aged in Brazilian amendoim wood casks.
The brand retails for around US$34.99 for a 750ml bottle.
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