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Ron Carúpano leads Venezuela’s Prestige segment

Rum producer Ron Carúpano has been named as the leading brand in the ‘Prestige’ and ‘Prestige-plus’ categories in Venezuela by IWSR Drinks Market Analysis.

Ron Carúpano Legendario underwent a ‘divine transformation’ in 2022

The Prestige category is made up of national brands including Ron Carúpano Zafra and Ron Carúpano XO, and international products such as Ron Zacapa XO, the IWSR said.

Within the category, Ron Carúpano remains the brand with the highest consumption among Venezuelans, leading the list with two products from its Collector’s line: Ron Carúpano Zafra and Ron Carúpano XO.

The Prestige-plus segment, according to IWSR categorisation, encompasses the luxury and exclusive products of rum brands that are accompanied by the highest price bands.

This segment had a growth rate of 450% in the period of 2020-2021 and has a projected consumption growth rate of 17% for the 2021-2026 period.

Ron Carúpano Legendario is said to be responsible for more than 80% of the total growth of the Prestige-plus category.

“Being at the top of this list shows us that Ron Carúpano Legendario is a product born to set the standard in the world of luxury liqueurs,” said Lucía Alliegro, marketing director of Ron Carúpano.

Alliegro continued: “In Ron Carúpano we seek to offer our consumers products of the highest quality and the numbers reflect that we are more than achieving our goals.

“A brand with 260 years of rum mastery, which translates not only into tradition, but also into resilience of knowledge, expertise and above all a constant commitment to Venezuelan rum.”

Ron Carúpano Legendario underwent a ‘divine transformation’ in 2022, presenting a new image designed to elevate its value and presence.

In March, Ron Carúpano was recognised by the judges of this year’s Rum & Cachaça Masters competition, with the brand’s 21-year-old rum, taking home a Master medal in the Ultra-Premium category.

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