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Brown-Forman Makes First Foray Into Rum With Diplomatico Acquisition

(Image Source: Sasha Fine Foods)


Drinks giant Brown-Forman has agreed to acquire Venezuelan rum brand Diplomatico, one of the world's best selling rums, for an undisclosed valuation.

The acquisition will allow Brown-Forman to take over the brand and its assets, which includes a production facility in Panama, from Spain's Destillers United Group, making the brand the first rum to join Brown-Forman's portfolio.

Currently, Diplomatico's brand consists of three ranges - the Traditional line with its Reserva Exclusiva, and Seleccion de Familia bottlings; the Prestige range, which includes Single Vintage; and the limited edition Distillery Collection, which is designed to showcase the brand's distillation methods. 


Rum's journey to premiumisation - The Spirits Business

(Image Source: The Spirits Business)


“Diplomático Rum is ready to accelerate its growth with Brown-Forman, one of the world’s most well-known spirits and wines companies,

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.”

Diplomatico Rum


Destillers United Group will continue to produce the rum at the original distillery, which is located at the base of the Andes mountains.