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The 25yo Ron Zacapa Centenario XO is aged in white oak barrels and presented in a Cognac style bottle |
GUATEMALA. Rones de Guatemala introduced its award-winning super-premium and premium aged rum lines to duty free buyers at the IAADFS show earlier this week.
Walter Aguilar, a former Waked Internacional executive who heads the company’s duty free operation, told The Moodie Report: “We are creating a new category in duty free. We are upgrading the rum category and we will increase sales of the [spirits] category overall, as the customer who buys Cognac, for example, is not price-sensitive. He will buy a Cognac and an aged rum. We produce a speciality luxury product and our standards are very high.”
The company has sold its products in duty free outlets for over a year with retailers such as Dufry in Switzerland and the Americas, and Duty Free Americas.
A variety of gift packaging formats are offered to travel retailers. A twin-pack containing Ron Zacapa 15yo and 23yo retails at US$56.
The company’s main domestic markets are Italy, Germany, Spain and the US. It is looking to Asia, particularly Japan, for growth, as well as France, the UK, eastern Europe, Brazil and Mexico.
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Rones de Guatemala’s booth at the IAADFS show |
The top-end line is a 25yo Ron Zacapa Centenario XO aged in white oak barrels and presented in a Cognac style bottle. The product was inaugurated into the Rum Hall of Fame after being awarded first place for five years in the Super Premium category at international rum fairs.
The company’s premium range is Casa Botrán, featuring rums aged from three to 18 years. Botrán Solera has been awarded the gold medal at the International Rum Festival (2001-2003) and the Grande Médaille d’Or at the Séléction Mondiale de la Qualité in Luxembourg.
All the products contain pure virgin sugar cane and are aged in white oak barrels in the highlands of Guatemala at 7,500ft above sea level.
For details, contact Walter Aguilar, Rones de Guatemala/Industrias Licoreras de Guatemala, tel: 502 2470 9696, e-mail walter.aguilar@ronesdeguatemala.com Visit www.ronesdeguatemala.com
