Botrán rum grows in global travel retail

Casa Botrán, part of Industrias Licoreras de Guatemala, enjoyed triple digit growth in 2011, and is using this strong momentum to further expand in 2012.  Commercial Director of Ron Botrán Global, Frank Quiñones, comments:  “We are accelerating our roll-out in airports worldwide, as usual in symbiosis with domestic market work.  We are fortunate to be family-owned, which allows a long-term view, investment, and true brand building.”

In 2011 Botrán launched in domestic Florida, New York, Illinois, and California, and has correspondingly strong footprints in Miami International and JFK.  In Latin America, the brand was built parallel in duty free and domestic, developing strongholds in the Dominican Republic (Punta Cana airport); Panama (Tocumen); Colombia (Bogota, Cali, and Medellin); Mexico (International and El Progreso);  El Salvador (San Salvador); Cost Rica (Juan Santamaria and San José); as well as Honduras (Tegucigalpa and San Pedro).  This in turn contributed to Botrán’s successful Q4 2011 launch in domestic Chile, which is now leading to expansion into domestic Peru.

Next up will be expansion into key European duty free outlets, building on the successful duty paid launches in Great Britain, France, Belgium, Sweden, Denmark, Switzerland, and the Czech Republic.

About Botrán Aged Rums from Guatemala
Since the 1950s, the Botrán family has been devoted to producing world-class aged rums.  Several unique factors converge to create Botrán.  Foremost may be the Tululá sugar mill, located on the Southern Coast of Guatemala. There, the unique convergence of climate, topography, and soil provide growing conditions for late maturating sugar cane varieties that are highly valued for their concentration.  From these, virgin (first extraction) sugar cane honey is made, which is then carefully distilled and then blended. 

Depending on the characteristics expected from each lot, the master blenders select barrels that had previously aged American Whiskey, Sherry, or Port.  Some barrels are additionally toasted to contribute further aromas including vanilla, chocolate, and dry fruits.  The rums are then aged at Casa Botrán high in the Guatemalan mountains:  the high altitude and cool climate create a longer, slower process, very different from what most rums experience as they age in tropical climates.  Finally, Botrán rums are aged and blended using a laborious, dynamic Solera system.  Aging is never rushed, allowing each rum to build colour, body, aromas, and flavours.  The results are succulent, complex, and balanced rums.

1 March 2012 - Felicity Murray