British beverage giant Diageo to market Cuban rum

[El Presidente]

In terms of title III of the  Helms Burton Act...this is a beautiful little "screw you". 

Let there be more of it. 

https://www.reuters.com/article/us-cuba-economy/british-beverage-giant-diageo-to-market-cuban-rum-idUSKCN1V21JZ

HAVANA (Reuters) - A European subsidiary of British beverage giant Diageo Plc (DGE.L) signed a joint venture deal with state-run Cuba Ron SA on Monday to market Santiago de Cuba Rum, in defiance of U.S. efforts to dissuade investment in the Communist-run country.

[Habana Mike]

Absolutely! And Santiago to boot ?

[OZCUBAN]

Has to be good ?

[Ken Gargett]

saw that and meant to post. a little more on it. 

Diageo enters into deal with Havana Club producer

13th August, 2019 by Amy Hopkins

Diageo’s European subsidiary has formed a joint venture with the state-run Cuban distiller that produces Pernod Ricard’s Havana Club brand for the international distribution of Santiago de Cuba rum.

Diageo Europe and Corporación Cuba Ron have formed a joint venture

The joint venture, called Ron Santiago, is the result of an agreement between Diageo Europe and Corporación Cuba Ron.

The government-run producer has partnered with Diageo’s main rival, Pernod Ricard, on the global distribution of Havana Club rum since 1993. Pernod Ricard controls the brand in all international markets excluding the US, where a trade embargo against Cuba remains.

Ron Santiago will have exclusive global distribution rights to Santiago de Cuba, which will join Diageo’s super-premium Reserve portfolio with a focus on “driving growth in key cities and resorts across Europe”. The brand is also prevented from launching in the US market due to the embargo.

“The joint venture with Corporación Cuba Ron is in keeping with our strategy to invest behind growth opportunities in premium and above brands,” said Dayalan Nayager, managing director of Diageo GB, Ireland and France.

“Consumers are looking for new and authentic experiences and working with Corporación Cuba Ron provides a great opportunity to expand our portfolio in segments of the rum category whose growth is being driven by premiumisation globally and in Europe.”

Santiago de Cuba expands Diageo’s stable of rum brands, which includes international marques Captain Morgan and Ron Zacapa, as well as Cacique, Bunderberg and Pampero, which are mostly available in local markets.

According to IWSR data cited by Diageo, global sales of premium-and-above rum are growing faster than the overall category, up 12% versus 3%. Meanwhile, the premium-plus rum market in Europe recorded growth of 16% in 2018, while total luxury spirits were up 9%.

Santiago de Cuba is the second largest Cuban rum brand – after Havana Club – and produces four core variants: Carta Blanca, Anejo, 11 Year Old and 12 Year Old.

Juan Gonzalez Escalona, president of Corporación Cuba Ron, said: “We are proud to announce the creation of this joint venture, which will bring the award-winning Santiago de Cuba to consumers around the world.”

He added: “We are looking forward to working with our partners to build the success of this premium rum outside Cuba.”

[helix]

Hopefully will not cause shortages of Santiago in Cuba.

[Ryan]

It's great. And Diageo have great reach. They already own and distribute Guinness, Smirnoff, Tanqueray, J&B and Johnnie Walker. Some of the most available booze globally.

Having said that, Pernod-Ricard are doing a great job with Havana Club.

I can remember about 10 years ago, after my father-in-law's funeral, one of my South African brothers-in-law wanted mojitos.

We were in Tipperary town and went around every shop and supermarket that sold booze. The only rum we could find was white Bacardi. Having said that, we couldn't find mint either, even at the garden centre! Uncomplicated eaters in Tipperary town.

Starting about 5 years ago, basically every bottle shop in Ireland now has Havana Club 3 y/o, 7 y/o and Especial and many have Seleccción de Maestros.

If we can get something similar with Santiago. Añejo, 11 and 12 would do for start. Fantastic.

I would go to €80 a bottle for Santiago 11 year old here, which I would guess would be about the price.