7th Feb 2008 16:06
Diageo PLC07 February 2008 Diageo signs global distribution and joint marketing agreement for Zacapa Centenario rum Super premium Guatemalan brand to form part of Diageo's Reserve Brands collection London, 7 February 2008 - Diageo, the world's leading premium drinks business,today announced that it had been granted a three year distribution and jointmarketing agreement by Industrias Licoreras de Guatemala group of companies forthe Zacapa rum brand. The agreement will run from 1 April 2008 and will giveDiageo global distribution rights although some countries in Central Americaincluding Guatemala will be excluded. At the end of the three years Diageo hasan option to buy a 50% equity stake in the brand subject to performancecriterion. The Zacapa rum range includes Zacapa Centenario 15, Zacapa Centenario 23 and theultra premium Zacapa Centenario XO. The Zacapa brand has been recognisedinternationally as one of the best rums in the world receiving multiple,top-tier awards and accolades. Randy Millian, Managing Director of Diageo's Latin America & Caribbean Hub said: 'Some of the most iconic drinks brands in the world are produced in LatinAmerica & the Caribbean, from Don Julio tequila to Red Stripe lager, and we aredelighted to be given the opportunity to distribute and market Zacapa, one ofthe most acclaimed rums in the world. The Zacapa brand will widen our brandrange within the second largest and fastest growing major spirits category inthe world and diversify our Reserve brand collection, which includes such superpremium brands as Johnnie Walker Blue Label and Buchanan's Red Seal.' Roberto Garcia Botran, President of Industrias Licoreras de Guatemala group ofcompanies said: 'We are very pleased that Zacapa, which is our family crown jewel, will nowrealize its full potential by being distributed by the world's leading premiumdrinks company, Diageo. We are proud to work with Diageo and delighted that theZacapa brand will form part of Diageo's Reserve collection. -ENDS- For further information For Diageo Investor RelationsCatherine James Sarah Paul+44 (0)20 7927 5272 +44 (0)20 [email protected] [email protected] For Diageo Media Relations Stuart Kirby Jennifer Crowl+1 (305) 495 9345 +44 (0)20 8978 [email protected] [email protected] Isabelle Thomas Rachael Shaw+44 (0)20 7927 5967 +44 (0)20 7927 [email protected] [email protected] For Industrias Licoreras de Guatelama Naomi Newton+1 (305) 860 1000 [email protected] Notes to Editor About Diageo Diageo is the world's leading premium drinks business. With its global vision,and local marketing focus, Diageo brings to consumers an outstanding collectionof beverage alcohol brands across the spirits, wine and beer categoriesincluding Smirnoff, Guinness, Johnnie Walker, Baileys, J&B, Cuervo, CaptainMorgan and Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines. Diageotrades in some 180 countries around the world and is listed on both the New YorkStock Exchange (DEO) and the London Stock Exchange (DGE). For more informationabout Diageo, its people, brands and performance, visit us at www.diageo.com About Industrias Licoreras de Guatemala group of companies Industrias Licoreras de Guatemala has developed a successful career of nearly 90years, recognized worldwide since 1998 for the quality of its products, whichare part of the Guatemalan pride. Industrias Licoreras de Guatemala has its owndistillery and four production plants, invests steadily in the incorporation oftechnology, and has direct operations in the countries of the Central Americanregion. About Zacapa Rum Zacapa rum is the result of a unique process of development, aging andpackaging, which is distinguished by a combination of unique features such asGuatemalan soil, climate and raw materials used in the production process. Thisrum has been developed based on knowledge, experience and efforts of thoseworking in Industrias Licoreras de Guatemala group of companies. Over the pastfew years, Zacapa rum has increased its presence in Guatemala and in the mostimportant international markets thanks to the various awards received for itsquality and the goals it has achieved through the marketing plan that began morethan a decade ago. The process of development, aging and packaging Zacapa rumtakes place in several regions of Guatemala, and it is an example of thenational industry in the generation of sustainable development areas and for hiscontinued commitment to meet the consumer needs in Guatemala and worldwide. Zacapa rum is produced high up in the verdant Guatemalan countryside, under adramatic backdrop of soaring mountains and active volcanoes; Zacapa isexceptional in that unlike most rum that uses molasses, Zacapa is produced usingonly the sweetest, first pressing of sugar cane juice, referred to as 'virginhoney.' Zacapa rum uses a Solera System aging process, with the rum being laidto rest in selected barrels that previously aged Bourbons, Sherries and PedroXimenez wines; in the case of XO, the aging occurs in restored French Oakbarrels. The cooler altitude in its 'house above the clouds,' one and a halfmiles above sea level, helps Zacapa develop its characteristic colour, body,flavour and aroma. -ENDS- This information is provided by RNS The company news service from the London Stock ExchangeRelated Shares:
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