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William Grant & Sons Takes On Flor De Caña Rum In U.S.

June 4, 2014

William Grant & Sons has officially assumed U.S. distribution for upscale Nicaraguan rum brand Flor De Caña, a move first reported by SND back in February. Previously, the brand had been handled by Campari America. According to William Grant, Flor De Caña is the first “estate rum” to join its brand stable, and therefore will receive “clear prioritization within this category.”

Flor de Caña currently sells around 98,000 cases in the U.S., with roughly two-thirds of that volume focused in Florida and Texas. As a result, there remains significant untapped opportunity across the market, William Grant & Sons USA president and managing director Jonathan Yusen tells SND.

Ranging in price from around $18-$50 a bottle, the Flor De Caña lineup includes the 4 Extra Seco, 4 Añejo Oro, 5 Añejo Clasico, 7 Gran Reserva, Centenario 12 and Centenario 18 labels, as well as duty-free entry Centenario 25, which is set to expand into the U.S. later this year. Flor De Caña joins high-proof spiced rum Sailor Jerry in William Grant & Sons’ rum portfolio.

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