Today sees the relaunch of Ron Santiago de Cuba, a premium Cuban rum with decades of heritage, produced by Corporación Cuba Ron and distributed by the joint venture created in 2019 between a European subsidiary of Diageo and Corporación Cuba Ron.
The relaunch spans four variants; Carta Blanca, Extra Añejo 11-year-old and Extra Añejo 12-year-old, available in Germany and Italy from June, in Great Britain during the summer and other European countries in Autumn 2021. A new Añejo variant will be relaunched later this year in time for Christmas. Premium and Super premium rum segments in Europe are outperforming the rum category, growing at +12% YOY and +14% YOY respectively, as consumers are starting to premiumise and seek out new brands in this vibrant category.
All Ron Santiago de Cuba variants are distilled from molasses made from the distinct, rich sugarcane grown only in this specific region and are all aged in white oak barrels, carefully selected to ensure optimal aging. The Maestros del Ron Cubano (Masters of Cuban Rum) blend each variant from the reserves of the aged liquid selected from the ageing warehouse, known as the ‘Cathedral of Cuban Rum’ with strict adherence to Cuba’s rum production traditions.
“We are delighted to relaunch Ron Santiago de Cuba,” said Ortensia Di Gregorio, Global Marketing Director for Ron Santiago de Cuba. “We have introduced a fresh, new packaging design which seamlessly merges tradition with modernity. The vibrant colour palette will ensure the brand has a strong presence within the ever-growing and innovative premium rum segment”.
“We believe the premium rum segment provides a brilliant opportunity for Ron Santiago de Cuba. I am excited by growing a brand with such a unique heritage and strong Cuban reputation and I look forward to it becoming a market leading rum in the near future,” added Dayalan Nayager, Managing Director, Diageo Great Britain, Justerini & Brooks, and Ron Santiago de Cuba.
Santiago de Cuba will be available from Justerini & Brooks and other wholesalers from July 2021, launching in the On Trade, e-commerce and specialist retailers.
RRPs:
Santiago de Cuba Carta Blanca: £18
Santiago de Cuba Extra Anejo 11 Year Old: £35
Santiago de Cuba Extra Anejo 12 Year Old: £42
