22nd June 2021: Today sees the relaunch of Ron Santiago de Cuba™, a premium Cuban rum with
decades of rum making heritage, produced by Corporación Cuba Ron and distributed by the joint
venture created back in 2019 between a European subsidiary of Diageo and Corporación Cuba Ron.
The relaunch spans across four variants; Carta Blanca, Extra Añejo 11-year-old and Extra Añejo 12-
year-old, available in Germany and Italy from June, in Great Britain during the summer and other
European countries in Autumn 2021. A new Añejo variant will be relaunched later this year in time for
Christmas. Premium and Super premium rum segments in Europe are outperforming the rum
category, growing at +12% YOY* and +14% YOY* respectively, as consumers are starting to
premiumise and seek out new brands in this vibrant category.
Ron Santiago de Cuba™ is a notable brand among Cuban rum connoisseurs, loved by Cuban
consumers and traditionally recognised as the highest expression of Cuban rum making tradition from
the South-East of the island. Santiago de Cuba is located at the heart of a unique, fertile microclimate
where the land, Caribbean seas and the scorching sun all combine to create the perfect setting for a
rum which has a naturally sweet, smooth flavour profile. This rare geographical setting has been
known as ‘La Cuna del Ron Ligero’ (The Cradle of Light Rum) for over 150 years.
All Ron Santiago de Cuba™ variants are distilled from molasses made from the distinct, rich
sugarcane grown only in this specific region and are all aged in white oak barrels, carefully selected to
ensure optimal aging. The Maestros del Ron Cubano (Masters of Cuban Rum) blend each variant from the reserves of the aged liquid selected from the ageing warehouse, known as the ‘Cathedral of
Cuban Rum’ with strict adherence to Cuba’s rum production traditions.
Ortensia Di Gregorio, Global Marketing Director for Ron Santiago de Cuba™ states “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™ commented: “We believe 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 with Carta Blanca bottled at 38% ABV. All
age statements are based on the age of the youngest liquid in the blend.
STOCKIST: Santiago de Cuba will be available from Justerini & Brooks and other wholesalers from
July 2021, launching in the On Trade, e-commerce and specialist retailers.
Recommended Retail Sales Price Great Britain:
Santiago de Cuba Carta Blanca: £18
Santiago de Cuba Extra Anejo 11 Year Old: £35
Santiago de Cuba Extra Anejo 12 Year Old: £42
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