Leading drinks company Brown-Forman Corporation underlined the strength of its travel retail portfolio at the recent IAADFS Summit of the Americas in Florida, with particular focus on super-premium brands Ron Diplomático rum and Gin Mare.
Brown-Forman also highlighted recent activations and other products from its extensive portfolio which includes Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple, Gentleman Jack, Jack Daniel’s Single Barrel, Woodford Reserve, Old Forester, The GlenDronach, Benriach, Glenglassaugh, Slane, Herradura, el Jimador, Finlandia, Chambord and Fords Gin.
As reported, Brown-Forman completed its acquisition of the Diplomático rum brand and related assets from Destillers United Group in Spain earlier this year. The acquisition marked Brown-Forman’s foray into the growing super-premium+ rum category and followed the company acquiring super-premium Gin Mare in November.
According to Brown-Forman, Ron Diplomático ranks as the top super and ultra-premium rum and the number two super-premium+ rum worldwide.
“Super-premium+ rum has grown at an annual rate of +17% over the past five years, with rum accounting for approximately 8% of global spirits,” Brown-Forman stated. “Ron Diplomático has a strong brand heritage, and its positioning will be complementary to the broader Brown-Forman portfolio. The product is sold in more than 100 countries, with top markets including the USA.”
The Ron Diplomático line-up includes Reserva Exclusiva, the brand’s “signature classic”, Seleccion de Familia and Planas white rum. A Prestige range offers Ambassador, which is bottled as cask strength, and Single Vintage which is aged for 12 years and finished for one further year in sherry casks.
Brown-Forman noted Gin Mare’s ranking as the number one ultra-premium gin. “Within both the gin category and the overall super premium spirits market, super premium gin is a key growth driver,” the company added.
Developed in Spain in a Catalan fishing village, Gin Mare botanicals include Arbequina olives, thyme, rosemary, and basil. Gin Mare Capri, which also features Italian bergamot and lemons, was introduced last year. 
