Brown-Forman has lined up another brand acquisition, this time in the rum segment.
The group, which purchased Gin Mare less than a month ago, will spend an undisclosed sum on Venezuela’s Diplomático Rum. Current owner Destillers United Group, which is based in Spain, will retain distilling responsibilities at its site “at the foot of the Andes mountains”, while Brown-Forman will inherit a production facility in Panama.
According to the soon-to-be-new-owner, Diplomático is the top-selling super- and ultra-premium rum brand, worldwide. When contacted by Global Drinks Intel, a spokesperson for Brown-Forman confirmed that eight expressions from the portfolio are on sale in the US, ranging from US$35 to $250 per bottle.
Available in “more than” 100 markets, the brand’s largest markets are France, Germany and the US. The transaction, which is expected to close in the next three months, marks Brown-Forman’s entry into the rum segment.
How spirits brand owners can tap into the sipping mindset – Consumer Intel
