Brown-Forman Acquiring Diplomático Rum
Brown-Forman Corporation will purchase Diplomático Rum and related assets from Destillers United Group S.L. for an undisclosed amount. This includes the acquisition of a production facility in Panama.
The acquisition, expected to close within 90 days, will bring 100 new employees to Brown-Forman, according to Lawson Whiting, president and CEO of the brand, who expects the portfolio expansion to make Brown-Forman a market leader in the super-premium rum category.
The Diplomático Rum family of brands is the No. 1 super- and ultra-premium rum and the No. 2 super-premium-plus rum worldwide, Brown-Forman said, citing IWSR, a research company that measures global beverage alcohol trends. It offers three rum collections sold in more than 100 countries, with leading markets in the United States, France, and Germany.
“This aged rum brand has distinctive packaging, strong brand positioning, and is a delicious tasting spirit,” added Whiting.
Production by Destillers United will continue in the original distillery at the foot of the Andes mountains.
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“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,” said Destillers United Group S.L., current owner of the Diplomático Rum brand, in a statement.
“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,” Destillers added.
Brown-Forman continues to expand its portfolio. This month the company also moved to acquire Spanish brand Gin Mare from Vantguard and MG Destilerías.
“Gin Mare and Gin Mare Capri are unique gin brands with impressive sales growth and strong distribution in important European markets. They are excellent complements to Brown-Forman’s super-premium portfolio,” said Whiting. “We believe this exciting acquisition enhances our capacity to deliver meaningful global growth for the long term.”
As with the Diplomático acquisition, Gin Mare will continue to be produced in its original facility at MG Destilerías in Vilanova i la Geltrú — a fishing village between the Costa Brava and the Costa Dorada in Spain. The purchase is expected to close within 60 days.
