Todhunter International, the US alcoholic drinks importer and marketer, has entered into a strategic alliance with the V&S Group, which will see the Swedish company market Cruzan Rum in select countries in Europe and global duty-free markets.
“We are delighted to be able to broaden our portfolio with a premium rum brand,” said Rolf Cassergren, executive vice president of V&S Group. “Cruzan fits nicely into our range of quality brands. Internationally, Rum is a very large category and also one of the few categories to show growth.”
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V&S Group will initially market Cruzan in the European markets where it has its own distribution, and within global duty free. The brand’s production takes place at the Cruzan Rum distillery on
St. Croix, United States Virgin Islands.
“We are extremely honored to have our Cruzan brand included in the prestigious brand portfolio of V&S Group,” said Jay S. Maltby, chairman and chief executive officer of Todhunter International.
“With this collaboration, Cruzan will be well positioned to succeed in exciting new markets, which will ultimately increase the presence and profile of Cruzan worldwide.”
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