Diageo’s Cuban rum joint-venture, Ron Santiago de Cuba, has added an eight-year-old expression to its portfolio.
The extension will roll out to the Cuba, UK, Germany, Italy, and Baltic markets and targets increasing demand for premium rum, Diageo said yesterday. The launch comes just over two years after Diageo signed a distribution JV with Corporación Cuba Ron, the government entity that owns and produces Cuba’s rum brands.
Cuba Ron also operates JVs with Pernod Ricard for Havana Club and Moet Hennessy for Eminente Reserva.
Diageo’s UK MD, Dayalan Nayager, said the launch takes advantage of the “tremendous opportunity” in premium rum across Europe. In the UK, rum demand is growing as “consumers seek out new brands and serves to elevate their occasions at home”, he added.
Ron Santiago de Cuba Añejo 8-Year-Old will be distributed by Diageo’s Justerini & Brooks unit in the UK with an SRP of GBP24 (US$33) per 70cl bottle.