The company Brown-Forman Corporation, a subsidiary of Jack Daniel’s, announced the purchase of the Ron Diplomático brand and its assets linked to Destillers United Group S.L., from Spain.
The Venezuelan company is known for the number 1 super and ultra-premium rum and the number 2 super-premium+ rum on a global scale (IWSR, 2021). Superpremium+ rum has grown at an annual rate of 17 % over the last five years, and this beverage represents approximately 8 % of the international spirits market.
Lawson Whiting, President and CEO of Brown-Forman Corporation, said, “Diplomático rum will join our expanding portfolio, giving Brown-Forman a leading market entry into the fast-growing super-premium rum category. This brand of aged rum has distinctive packaging, strong brand positioning and a delicious tasting spirit.”
Diplomático rum is ready to accelerate its growth with Brown-Forman, one of the best-known alcoholic beverage and wine companies in the world, as indicated by the company that owns the Venezuelan brand.
Diplomático rum is sold in more than 100 countries. The main markets are France, Germany and the United States.
K. Tovar
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Source: El Tiempo Latino
