Rum model Ron Santiago de Cuba has been given a redesign in a bid to spice up its presence throughout Europe.
In August 2019, Diageo signed a deal with Corporación Cuba Ron to distribute Ron Santiago de Cuba rum internationally – excluding the US. The event marked Diageo’s first transfer into Cuban rum.
The three way partnership, known as Ron Santiago, is the results of an settlement between Diageo Europe and the Cuban distiller.
Captain Morgan proprietor Diageo told The Spirits Business in 2019 that the model “has not but had the worldwide publicity, notably in Europe and Mexico, the place we really feel it could actually develop”.
The relaunch of the Cuban model spans 4 variants: Carta Blanca, Further Añejo 11 12 months Outdated and Further Añejo 12 12 months Outdated. The newly designed merchandise will likely be accessible in Germany and Italy from June, in Nice Britain through the summer season and different European nations from autumn 2021.
The model may even relaunch its añejo rum later this yr, forward of Christmas.
Ortensia Di Gregorio, world advertising director for Ron Santiago de Cuba, unhappy: “We now have launched a recent new packaging design which seamlessly merges custom with modernity. The colourful color palette will make sure the model has a powerful presence throughout the ever-growing and modern premium rum section.”
In line with IWSR 2019 figures, premium and super-premium rum segments in Europe are outperforming the rum class, rising at 12% and 14% yr over yr, respectively.
Dayalan Nayager, managing director, Diageo Nice Britain, added: “We consider the premium rum section gives a superb alternative for Ron Santiago de Cuba. I’m excited by rising a model with such a singular heritage and robust Cuban popularity and I look ahead to it turning into a market main rum within the close to future.”
Ron Santiago de Cuba is the second-largest Cuban rum model, after Havana Membership. The model is distilled from molasses, which is produced from sugarcane grown solely within the La Cuna del Ron Ligero space, and its expressions are all aged in white oak barrels.
The vary is bottled at 40% ABV, apart from Carta Blanca (38% ABV). The age statements are based mostly on the age of the youngest liquid within the mix.
Ron Santiago de Cuba will likely be accessible from Justerini & Brooks and different wholesalers from July 2021, launching within the on-trade, e-commerce and specialist retailers.
In Nice Britain, Ron Santiago de Cuba Carta Blanca is priced at £18 (US$25), Ron Santiago de Cuba Further Anejo 11 12 months Outdated is £35 (US$48), and Ron Santiago de Cuba Further Anejo 12 12 months Outdated has an RRP of £42 (US$58).
Earlier this yr, Moët Hennessy unveiled a new Cuban rum, known as Eminente.