Diageo Signs Global Distribution Agreement for Zacapa Centenario Rum

08/02/08 Diageo, the world’s leading premium drinks business, announced that it had been granted a three year distribution and joint marketing agreement by Industrias Licoreras de Guatemala group of companies for the Zacapa rum brand.  The agreement will run from 1 April 2008 and will give Diageo global distribution rights although some countries in Central America including Guatemala will be excluded. At the end of the three years Diageo has an option to buy a 50% equity stake in the brand subject to performance criterion.

The Zacapa rum range includes Zacapa Centenario 15, Zacapa Centenario 23 and the ultra premium Zacapa Centenario XO.  The Zacapa brand has been recognised internationally as one of the best rums in the world receiving multiple, top-tier awards and accolades. 

Randy Millian, Managing Director of Diageo’s Latin America & Caribbean Hub said: ‘Some of the most iconic drinks brands in the world are produced in Latin America & the Caribbean, from Don Julio tequila to Red Stripe lager, and we are delighted to be given the opportunity to distribute and market Zacapa, one of the most acclaimed rums in the world. The Zacapa brand will widen our brand range within the second largest and fastest growing major spirits category in the world and diversify our Reserve brand collection, which includes such super premium brands as Johnnie Walker Blue Label and Buchanan’s Red Seal.’ 
 
Roberto Garcia Botran, President of Industrias Licoreras de Guatemala group of companies said: ‘We are very pleased that Zacapa, which is our family crown jewel, will now realize its full potential by being distributed by the world’s leading premium drinks company, Diageo. We are proud to work with Diageo and delighted that the Zacapa brand will form part of Diageo’s Reserve collection.’