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Ron Zacapa releases travel retail exclusive

Diageo-owned Guatemalan rum brand Ron Zacapa has launched Zacapa Edición Negra into the global travel retail channel.

Diageo GTME has launched Zacapa Edicíon Negra into global travel retail
Diageo GTME has launched Zacapa Edicíon Negra into global travel retail

The slow-aged rum is described as a “true expression of Guatemalan heritage and culture” and takes inspiration from traditional Mayan rituals.

Zacapa Edicíon Negra has been aged in double charred, American oak casks, said to result in a dark rum with a “smoky intensity”.

The no-age-statement blend is intended to showcase a different Zacapa palette from Zacapa 23, the expression created from rums aged between six and 23 years.

Zacapa Edicíon Negra was produced by master blender Lorena Vasquez, who is known for developing the brand’s Sisterna solera ageing system.

Given nosing and tasting notes include caramelised fruits, plums, raisins chocolate, dried fruit and a “smooth smoky” element.

Peter Fairbrother, marketing director, Diageo Global Travel and Middle East (GTME), said: “In our quest to provide travel retail customers and shoppers with new and different drinking experiences, the Diageo GTME team is thrilled to introduce Zacapa Edicíon Negra – a truly exciting innovation in the luxury rum category.

“Delivering a bolder, new flavour inspired by the powerful, natural landscape of Guatemala, Zacapa Edicíon Negra is the perfect choice for the rum connoisseur, as well as those travellers looking for something very special.”

The rum is presented in a slender bottle featuring the Zacapa Petate band, encased in a canister.

Zacapa Edicíon Negra is available in global travel retail now. The expression is bottled at 43% abv and retails at €70 for a 70cl format.

Last year Diageo GTME strengthened its GTR team with the appointments of regional directors Dayalan Nayager and Zeina Hatem as it looked to “leverage” growth opportunities within the industry.

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