Brown-Forman to buy super-premium rum Diplomático
The Venezuelan Diplomático Rum family of brands is the No. 1 super- and ultra-premium rum and the No. 2 super-premium+ rum worldwide, according to IWSR figures. Super-premium+ rum has grown at an annual rate of 17% over the past five years, with rum accounting for approximately 8% of global spirits.
Diplomático is sold in more than 100 countries: with top markets including France, Germany, and the US.
Super-premium rum
While Jack Daniel’s maker Brown-Forman has an extensive portfolio across whisk(e)y, tequila and vodka, Diplomático represents a ‘market leading entry into the fast-growing super-premium rum category’.
It will gain the family of brands alongside a production facility in Panama as part of the transaction.
“This aged rum brand has distinctive packaging, strong brand positioning, and is a delicious tasting spirit,” said Lawson Whiting, President and CEO, Brown-Forman Corporation.
As part of the acquisition, 100 employees will join Brown-Forman. Destillers United Group S.L. will continue to produce and age Diplomático Rum in the original distillery at the foot of the Andes mountains.
“We are proud to have pioneered and been instrumental in developing the super-premium+ rum category around the world. Diplomático Rum is ready to accelerate its growth with Brown-Forman, one of the world’s most well-known spirits and wines companies,” stated Destillers United Group S.L. “We share a similar familial culture and know the brand will continue building on our legacy. We look forward to working together to bring Diplomático Rum to consumers around the world.”
Diplomático Rum consists of three ranges. The Traditional Range includes Planas, Mantuano, Reserva Exclusiva, and Selección de Familia. The Prestige Range includes Single Vintage and Diplomático Ambassador, both aged 12 years and finished in Spanish sherry casks. The Distillery Collection includes a range of three limited production bottlings that showcase the distillery's distillation methods.
Last month Brown-Forman acquired super-premium Spanish gin brand Gin Mare; following on from other premium brand buys such as such as Fords Gin in 2019 and BenRiach in 2016.
