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September 29, 2021

Diageo expands Santiago de Cuba rum stable with new eight-year-old

The latest release is an addition to the JV that Diageo operates with the Cuban Government.

By Andy Morton

Diageo’s Cuban rum joint-venture, Ron Santiago de Cuba, has added an eight-year-old expression to its portfolio.

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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.

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Sustainable and recyclable packaging is more in demand than ever, yet the packaging industry is at a crossroads.

While the traditional practices and old ways of doing business are well-established and understood, avoiding the circular economy is not a viable plan for the long term.

However, this circular shift doesn’t have to be a radical overhaul overnight. A combination of small changes can make a big difference. And these changes can result in cost savings.

Siegwerk is an internationally recognised provider of sustainable coatings and inks for the packaging industry. The company has embraced the circular economy and is setting many standards in sustainability in packaging products while working with major brands.

To learn more about the work of Siegwerk in the circular economy, download this document.

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