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Diageo's Zacapa Edición Negra - Product Launch

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Diageo's Zacapa Edición Negra

Diageos Zacapa Edición Negra

Diageo's Zacapa Edición Negra

Category - Spirits, Rum, Guatemala, 43% abv

Available - From this month

Location - Globally, through the Travel Retail channel

Price - In Europe, EUR70 (US$78) per 70cl bottle

Diageo has added to the portfolio of the Zacapa rum range with a Travel Retail-exclusive iteration. Edición Negra has been aged for an unspecified time in double-charred American oak casks. The time spent in the casks gives the liquid more of a smoky taste than Zacapa's more sweet reputation.

Why is the rum category telling the wrong story? - Click here for a just-drinks comment

In 2011, Diageo secured a controlling stake in Zacapa, when it upped its holding through a transaction involving Industrias Licoreras de Guatemala. The company had initially lined up a a three-year global distribution and joint marketing partnership for Zacapa in 2008.

The brand is subsequently owned by Rum Creation and Products Inc, a 50/50 joint venture between the two companies.

Show the press release

RON ZACAPA, the most exquisite tasting rum in the world, is pleased to announce that the latest edition to its family of rums, ZACAPA EDICIÓN NEGRA, is now available in travel retail stores worldwide.
 
Inspired by traditional Mayan rituals, this slow-aged artisanal rum is a true expression of Guatemalan heritage and culture. The story behind ZACAPA EDICIÓN NEGRA starts from the ground up; where time slows down to create a rum of impeccable quality and complexity. From the sugar cane of the volcano-shadowed lowlands, to the ageing process in the House Above the Clouds - 2300 meters above sea level - the magic slowly takes place bringing to life ZACAPA'S philosophy of taking the time required to create meaningful and pleasurable experiences in life. 
 
ZACAPA EDICIÓN NEGRA is a rum inspired by the natural elements of Guatemala and the dark fire of its volcanoes. In the cool air of the Guatemalan Highlands, the ZACAPA EDICIÓN NEGRA blend is aged in double charred American oak casks, which creates a dark rum with a smoky intensity, whilst revealing accentuated woody and spicy notes in the liquid. This mouth-watering new product showcases a different ZACAPA palette, stepping away from the sweet butterscotch notes identified in ZACAPA 23, to create a unique and remarkable chocolate taste.
 
Each aspect of production has taken place under the watchful eye of Master Blender Lorena Vasquez, who is renowned for creating rums which are bold in character, appearance and flavour.
 
Peter Fairbrother, Marketing Director of Diageo Global Travel and Middle East (GTME), said: "In our quest to provide travel retail customers and shoppers with new and different drinking experiences, the Diageo GTME team is thrilled to introduce ZACAPA EDICIÓN NEGRA – a truly exciting innovation in the luxury rum category.
 
Delivering a bolder, new flavour inspired by the powerful, natural landscape of Guatemala, ZACAPA EDICIÓN NEGRA is the perfect choice for the rum connoisseur, as well as those travellers looking for something very special."
 
ZACAPA EDICIÓN NEGRA comes in a slender and elegant bottle, complete with the distinctive ZACAPA Petate band - this time in sleek black. To complement the beautiful bottle, it is encased in a lavish ebony canister. This new bottle design stands out from the crowd and enhances the opportunity to make ZACAPA EDICIÓN NEGRA the perfect gift - a new variant guaranteed to delight adventurous palates. 
 
RON ZACAPA™ rums are available from today in travel retail outlets globally. ZACAPA EDICIÓN NEGRA is priced at EUR70 for a 70cl bottle.

Original source: Company Release


Sectors: Product launches, Spirits

Companies: Diageo

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