Brown-Forman has announced that it has reached an agreement with Destillers United Group to purchase the Diplomático Rum brand and related assets, including the rum’s production facility in Panama.

The deal will see Destillers United Group continue to produce and age Diplomático in its original distillery at the foot of the Andes mountains.

Lawson Whiting, President and CEO, Brown-Forman Corporation, said: “Diplomático Rum will join our expanding portfolio, giving Brown-Forman a market leading entry into the fast-growing super-premium rum category. This aged rum brand has distinctive packaging, strong brand positioning, and is a delicious tasting spirit.

“As part of this acquisition, we will welcome more than 100 new employees to Brown-Forman.”

Diplomático Rum consists of three ranges of complex rums. The Traditional Range includes Planas, Mantuano, Reserva Exclusiva, and Selección de Familia. The Prestige Range includes Single Vintage and Diplomático Ambassador, both aged 12 years and finished in Spanish sherry casks. The Distillery Collection includes a range of three limited production bottlings that showcase the distillery’s unique distillation methods.

In a statement about the deal, Destillers United Group said: “We are proud to have pioneered and been instrumental in developing the super-premium+ rum category around the world. 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.”

Diplomático Rum is sold in more than 100 countries. Top markets include France, Germany, and the United States. The transaction, which is subject to customary closing conditions, is expected to close within 90 days.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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