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Rones de Guatemala’s limited edition Ron Zacapa 30 Aniversario rum |
GUATEMALA. Diageo has been granted a distribution and joint marketing agreement by Industrias Licoreras de Guatemala group of companies for the Zacapa rum brand.
Diageo will assume global distribution (with the exception of Guatemala and Central America domestic markets as well as Guatemala duty free) for Zacapa rum, from 1 April 2008 for a period of three years, with an option, subject to a number of performance measures, to buy 50% equity in the brand thereafter.
“Some of the most iconic drinks brands in the world are produced in Latin America & the Caribbean – from Don Julio tequila to Red Stripe lager – and we are extremely delighted to be given the opportunity to distribute and market Zacapa, one of the most acclaimed rums in the world,” said Randy Millian, Managing Director of Diageo’s Latin America & Caribbean Hub. “I’m confident that Zacapa will be the next international success story emerging from this region.”
The Zacapa rum range includes Zacapa Centenario 15, Zacapa Centenario 23 and the ultra premium Zacapa Centenario XO – referred to as the “˜cognac of rums.’ The Zacapa brand has been recognised internationally as one of the best rums in the world receiving multiple, top-tier awards and accolades from such global competitions as the annual International Rum Festival, International Wine & Spirits Competition, Beverage Tasting Institute, International Cane Spirits Festival with the namesake rum being the first ever inducted into the International Rum Festival’s Hall of Fame.
“We are very pleased that Zacapa, which is our family crown jewel, will now realise its full potential by being distributed by the world’s leading premium drinks company, Diageo,” said Roberto Garcia Botran, President of Industrias Licoreras de Guatemala group of companies. “We are proud to work with Diageo and delighted that the Zacapa brand will form part of Diageo’s Reserve collection.”
Zacapa rum, which is produced high in the verdant Guatemalan countryside, uses a Solera System aging process, with the rum being laid to rest in selected barrels that previously aged Bourbons, Sherries and Pedro Ximenez wines; in the case of XO, the aging occurs in restored French Oak barrels. The cooler altitude in its “˜house above the clouds,’ one and a half miles above sea level, helps Zacapa develop its characteristic colour, body, flavour and aroma.
“The addition of Zacapa rum is another step forward in solidifying Diageo’s position within the second largest and fastest growing major spirits category in the world,” said Steve White, Director of Diageo’s Super Premium Rum Division. “The Zacapa brand will further premiumise our existing rum range, while simultaneously diversifying our esteemed Reserve brand collection, which includes such top-tier brands as Johnnie Walker Blue Label and Buchanan’s Red Seal.”
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