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

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

Tagged : Cuba Ron, Diageo, Santiago de Cuba

GET YOUR FIRST LOOK AT 2021 DATA AND 2022 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2022 IMPACT DATABANK REPORTS. CLICK HERE.