Jack Daniel’s producer Brown-Forman has announced that it has reached an agreement to purchase the Venezuelan Diplomático Rum brand and related assets from Destillers United Group S.L., Brown-forman’s official website reports. This means one of the world’s largest spirit corporations is adding another brand to its portfolio.
According to IWSR 2021 data cited by the company, Diplomático is the number-one ultra-premium rum and the second biggest-selling super-premium rum worldwide.
“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,” said Lawson Whiting, President and CEO, Brown‑Forman Corporation.
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.