.
MergerLinks Header Logo

New Deal


Announced

New joint venture formed to distribute Santiago de Cuba rum

Synopsis

European Diageo subsidiary and Corporación Cuba Ron, a leader in the production of premium Cuban rums created a joint venture, Ron Santiago, that will have exclusive global distribution rights to Santiago de Cuba, a premium Cuban heritage rum brand. Financial terms were not disclosed. Santiago de Cuba, the second largest premium Cuban rum, will join Diageo Europe’s portfolio of Reserve luxury spirits, building on the trend towards premiumisation and the cocktail culture which are driving growth in key cities and resorts across Europe. "The joint venture with Corporación Cuba Ron is in keeping with our strategy to invest behind growth opportunities in premium and above brands. Consumers are looking for new and authentic experiences and working with Corporación Cuba Ron provides a great opportunity to expand our portfolio in segments of the rum category whose growth is being driven by premiumisation globally and in Europe." Dayalan Nayager, Managing Director, Diageo GB, Ireland and France.

Show Details & Financials

Market Context

Search a database of more than 250,000 verified dealmakers

Receive automated updates on global transactions

Follow the activity, relationships and transactions of top dealmakers

No credit card required

© COPYRIGHT 2024 MERGERLINKS LIMITED.

ALL RIGHTS RESERVED.

15 BONHILL STREET, LONDON, EC2A 4DN, UNITED KINGDOM.

CONTACT US