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Ron Santiago de Cuba relaunches

Premium Caribbean rum brand Ron Santiago de Cuba has relaunched.

The rejuvination, including a packaging redesign, encompasses four of the brand's expressions: Carta Blanca, Extra Añejo 11 Years Old and Extra Añejo 12 Years Old, which will be available in Germany and Italy from June, in Great Britain during the summer, and in other European countries from the autumn; and a new Añejo variant, which will be relaunched in time for Christmas.

The range is produced by Corporación Cuba Ron and distributed by the joint venture created between a European subsidiary of Diageo and Cuba Ron in 2019. 

Ron Santiago de Cuba is a popular brand among Cuban rum connoisseurs, produced in the south-east of the island in an area colloquially known as 'la cuna del ron ligero' ('the cradle of light rum'). All its expressions are produced in adherance to Cuba's strict rum regulations; they are distilled from molasses, made from local sugarcane, and aged in white oak barrels. 

Ortensia Di Gregorio, global marketing director for Ron Santiago de Cuba, said: "We are delighted to relaunch Ron Santiago de Cuba. We have introduced a fresh, new packaging design which seamlessly merges tradition with modernity. The vibrant colour palette will ensure the brand has a strong presence within the ever-growing and innovative premium rum segment."

Dayalan Nayager, managing director, Diageo Great Britain, Justerini & Brooks and Ron Santiago de Cuba, said: "We believe that the premium rum segment provides a brilliant opportunity for Ron Santiago de Cuba. I am excited by growing a brand with such a unique heritage and strong Cuban reputation and I look forward to it becoming a market-leading rum in the near future."

The Ron Santiago de Cuba range is bottled at 40% ABV, except for the Carta Blanca, which is bottled at 38% ABV. All age statements are based on the age of the youngest liquid in the blend. The range will be available from Justerini & Brooks and other wholesalers from July 2021, launching in the on-trade, e-commerce and specialist retailers.

23 June 2021 - Bethany Whymark