Domaine Select’s Rum Diplomatico Seeing Steady Growth At Super-Premium End

Since adding Venezuela’s Rum Diplomatico to its Classic & Vintage Artisanal Spirits subsidiary early last year, Domaine Select Wines Estates has seen the brand grow rapidly as U.S. consumers become increasingly aware of the premium aged rum category. Diplomatico is now present in all 50 states and has reached about 40,000 cases.

The Diplomatico lineup includes an Añejo ($18 a 750-ml.), Blanco ($30), Reserva ($25) and Reserva Exclusiva ($40). In addition to its core line, two super-premium offerings—12-year-old Single Vintage 2000 ($120) and Ambassador ($300)—have been added in recent years and are available in limited supply. The añejo is the youngest rum in the line, with four years of aging, while the Reserva is rested eight years and the Blanco is aged six years before being filtered clear.

Reserva Exclusiva, launched in the U.S. in 2006, is the flagship rum and contributes 60% of sales. About 60% of Diplomatico’s business is currently on-premise, with major markets like Florida, California, New York and Massachusetts doing best. “We’ve had great success with mixologists, but now it’s starting to spread to more whisk(e)y drinkers—and they are natural Diplomatico consumers,” says Domaine Select co-founder and CEO Paolo Domeneghetti.

Tagged : Diplomatico, Domaine Select Wine Estates

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