Diageo has assigned the UK distribution of its Philippines rum brand Don Papa to Proof Drinks.
The UK-based distributor will take over from Amber Beverages, which had previously handled the brand in the market. Effective immediately, the arrangement allows for “wider availability and enhanced support for retailers and hospitality partners” for the rum brand, according to Proof Drinks.
Don Papa, which was acquired by Diageo almost exactly two years ago, is not the first of the group’s brands to be handled by Proof Drinks: the company distributed Aviation Gin before it was acquired from Davos Brands in 2020 and currently works with the Mr Black liqueur brand, which Diageo bought from its business accelerator partner, Distill Ventures, in September 2022.
“We are excited to continue building on that legacy, bringing this unique and enchanting rum to even more consumers who share our passion for exceptional spirits and to strengthen our relationship with Diageo further,” said Proof Drinks MD John Vider.
Founded in 2010, Proof Drinks’ portfolio already includes Cazcabel tequila, Gruppo Montenegro and Compass Box Whisky’s portfolios, as well as the Brockmans gin and Duppy Share rum brands. In August, Coca-Cola HBC also appointed Proof Drinks as the UK distributor for Finlandia vodka.
