Ron Santiago de Cuba rum revamps range

Rum brand Ron Santiago de Cuba has been given a redesign in a bid to boost its presence across Europe.

In August 2019, Diageo signed a deal with Corporación Cuba Ron to distribute Ron Santiago de Cuba rum internationally – excluding the US. The development marked Diageo’s first move into Cuban rum.

The joint venture, called Ron Santiago, is the result of an agreement between Diageo Europe and the Cuban distiller.

Captain Morgan owner Diageo told The Spirits Business in 2019 that the brand “has not yet had the global exposure, particularly in Europe and Mexico, where we feel it can grow”.

The relaunch of the Cuban brand spans four variants: Carta Blanca, Extra Añejo 11 Year Old and Extra Añejo 12 Year Old. The newly designed products will be available in Germany and Italy from June, in Great Britain during the summer and other European countries from autumn 2021.

The brand will also relaunch its añejo rum later this year, ahead of Christmas.

Ortensia Di Gregorio, global marketing director for Ron Santiago de Cuba, sad: “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.”

According to IWSR 2019 figures, premium and super-premium rum segments in Europe are outperforming the rum category, growing at 12% and 14% year over year, respectively.

Dayalan Nayager, managing director, Diageo Great Britain, added: “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.”

Ron Santiago de Cuba is the second-largest Cuban rum brand, after Havana Club. The brand is distilled from molasses, which is made from sugarcane grown only in the La Cuna del Ron Ligero area, and its expressions are all aged in white oak barrels.

The range is bottled at 40% ABV, except for Carta Blanca (38% ABV). The age statements are based on the age of the youngest liquid in the blend.

Ron 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.

In Great Britain, Ron Santiago de Cuba Carta Blanca is priced at £18 (US$25), Ron Santiago de Cuba Extra Anejo 11 Year Old is £35 (US$48), and Ron Santiago de Cuba Extra Anejo 12 Year Old has an RRP of £42 (US$58).

Earlier this year, Moët Hennessy unveiled a new Cuban rum, called Eminente.