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News Alert: William Grant USA To Take On Upscale Rum Brand Flor de Caña

February 24, 2014

William Grant & Sons USA is set to become the U.S. agent for the super-premium Flor de Caña rum brand, Shanken News Daily has learned. Flor de Caña has been handled by Campari America in the U.S. market for the past seven years and is now at 94,000 cases, up from 81,000 cases in 2011, according to Impact Databank. Flor de Caña’s contract with Campari runs out June 30, with William Grant & Sons and Campari agreeing to cooperatively transition the brand.

Crafted from estate-grown sugar cane in Chichigalpa, Nicaragua, Flor de Caña’s range of aged rums includes 4 Extra Seco, 4 Añejo Oro, 5 Añejo Clasico, 7 Gran Reserva, Centenario 12 and Centenario 18, as well as Centenario 25, which is currently limited to duty free. Pricing ranges from around $18 up through $50 a bottle.

The addition of Flor de Caña continues William Grant & Sons’ ongoing diversification of its portfolio beyond its core Scotch whisky business. In the U.S., the company has already demonstrated a successful brand-building blueprint in multiple segments, including gin—where Hendrick’s was up 20% to 210,000 cases last year—and rum, where Sailor Jerry has nearly doubled since 2008 to more than 700,000 cases. With Flor de Caña, Grant USA will see whether it can extend its rum category progress up the pricing ladder.

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