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Joint Venture to Sell Cuban Rum Set Up |
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Monday, August 19, 2019
Havana.- The Cuba Ron S.A. corporation set up a joint venture with a subsidiary of the British company Diageo, with a view to marketing the Santiago de Cuba rum.
With four main variants (Silver, Aged, 11 Years Old and 12 Years Old), Santiago de Cuba is the second Premium Cuban rum with the largest distribution after Havana Club.
The new company, called Ron Santiago S.A., will have exclusive global distribution rights with a view to increasing sales.
According to experts, Cuban rum brands represent 9 percent of the value of retail sales in this growing segment worldwide.
Diageo is the world's leading company in the Premium alcoholic beverage segment, with brands such as Smirnoff vodka, Johnnie Walker, Captain Morgan rum and Baileys liquor cream.
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