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Diageo To Enter The Cuban Rum Segment With Santiago de Cuba Brand

August 13, 2019

Diageo is set to enter the Cuban rum segment, agreeing to form a joint venture with state-owned producer Cuba Ron through its Diageo Europe subsidiary. Under the deal, the joint venture will have exclusive global distribution rights to the Santiago de Cuba brand, and be called Ron Santiago SA.

The Santiago de Cuba label has four core variants—Carta Blanca, Anejo, 11-year old, and 12-year old. With the joint venture agreement, Cuba Ron now counts as partners both Diageo and Pernod Ricard, which distributes its 4.6-million-case Havana Club brand globally.—Daniel Marsteller

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