Havana: Corporation Cuba Ron S.A. and a subsidiary of the company Diageo signed Monday in Havana the establishment of a joint venture with the purpose of boosting Santiago de Cuba rum production, Prensa Latina publishes.

The ceremony was attended by Cuban Minister of Foreign Trade and Investment, Rodrigo Malmierca, along with the President of the new company, Luca Cesarano, among other trade and economic officials.

Cesarano supported this step, based on the quality of Cuban spirits and in particular Santiago rum, included in the Premium portfolio of this type of product.

The joint venture will have exclusive rights to global distribution of this liquor.

The signing occurred in the 1930 Hall of Cuba's Hotel Nacional, between Diageo's President of Global Production and Purchasing, David Cutter, and the head of the Cuba Ron Corporation, Juan Gonzalez. The executives pointed out that worldwide, the Premium and higher quality products in this sector are in growing demand, ahead of the rum category in general, with Premium products boosting growth.

Cuban rum brands represent 9% of worldwide retail sales in this growing segment, a percentage expected to increase.

With four main variants (Blanco, Anejo, 11 years old and 12 years old), Santiago de Cuba rum is the second most distributed Premium Cuban rum worldwide, behind Havana Club, known for its high quality.

Compartir / Share