State-owned Cuban sugar and alcohol producer Azcuba and Island Brands, a wholly owned subsidiary of Cuban rum specialist The Island Rum Company, have signed a joint venture agreement to create Ron Vigia SA.
It marks Cuba’s first fully integrated rum production venture since Havana Club International formed in 1993. Ron Vigia SA’s production will focus on the Cuban province of Ciego de Ávila.
“Together with the brand owners, we will put a lot of emphasis on the travel channel as Cuban rum is particularly appreciated among many nationalities worldwide” – GTRD Global Travel Retail Distribution Managing Director Hauke Marquard
The new 50/50 joint venture, which is valid for 30 years, will own “very significant” maturing stocks of local rum, and gives licence to The Island Rum Company to distribute its brands – including Black Tears by Vigia and La Progresiva by Vigia – internationally.
The Island Rum Company, headquartered in Oslo, was founded in 2012 by Tore Villard and Hans Christian Holst, Chairman and CEO respectively of Norwegian wine importers Arctic Beverage Co, and Enrique Arías, a Spanish entrepreneur based in Havana. He has now become President of Ron Vigia SA.
Hamburg-based GTRD Global Travel Retail Distribution will distribute Ron Vigia SA products exclusively in travel retail worldwide. Managing Director Hauke Marquardt said: “Together with the brand owners, we will put a lot of emphasis on the travel channel as Cuban rum is particularly appreciated among many nationalities worldwide.”
Arías said: “A small independent business with a passion for great rum, The Island Rum Company aims to make wonderful, crafted rums from the stocks it now part-owns available around the world. We look forward to investing in real assets in Cuba and expanding our long-term relationship with Azcuba’s experienced team.”
The Island Rum Company management team includes Executive Chairman Andrew Morgan, who managed the acquisitions of spirits businesses across the world during a 27-year career with Diageo, and CEO Adéle Robberstad, who launched the Cherry Heering brand into over 150 markets. She later sold it to De Kuyper Royal Distillers.
Robberstad said: “The joint venture gives us an opportunity to move forward and share our passion for Cuba in every way – from new spirits to new environmental initiatives. Watch this space.”
