Brown-Forman acquires Diplomático Rum brand

Brown-Forman has announced that it has reached an agreement to purchase the Diplomático Rum brand and its related assets from Spanish company Destillers United Group S.L. for an undisclosed sum.

 

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The deal for the Venezuelan brand also involves the acquisition of a production facility in Panama. Brands already in the Brown-Forman portfolio include Jack Daniel’s, El Jimador Tequila, Finlandia vodka and Chambord.

Diplomático Rum is sold in more than 100 countries, including the UK, and is produced in the family-owned facility in the Andes. IWSR research cited Diplomático’s strong performance in France as an example of a brand driving on-trade premiumisation post-pandemic.

Lawson Whiting, Brown-Forman CEO and president, said: “Diplomático Rum will join our expanding portfolio, giving Brown‑Forman a market leading entry into the fast-growing super-premium rum category. This aged rum brand has distinctive packaging, strong brand positioning, and is a delicious tasting spirit. As part of this acquisition, we will welcome more than 100 new employees to Brown‑Forman.”

A spokesperson for Destillers United Group S.L. said: “We are proud to have pioneered and been instrumental in developing the super-premium+ rum category around the world. Diplomático Rum is ready to accelerate its growth with Brown‑Forman, one of the world’s most well-known spirits and wines companies. We share a similar familial culture and know the brand will continue building on our legacy. We look forward to working together to bring Diplomático Rum to consumers around the world.”

For more of an insight into Brown-Forman’s strategy in recent months, click here.

Brown-Forman has also announced the upcoming release of a new Jack Daniel’s Single Malt Whiskey.