Brown-Forman Corp. announced on Oct. 6 that it has reached an agreement to purchase the Diplomático Rum brand and related assets from Destillers United Group S.L. (Spain). The transaction will add the Diplomático Rum family of brands to Brown-Forman’s portfolio, as well as a production facility located in Panama.
While Brown–Forman is known for its American whiskeys and bourbon — namely Jack Daniel’s — the company has been beefing up its stable with other spirits. For instance, it acquired Finlandia vodka in 2004, raspberry liqueur Chambord in 2006, and the Herradura and El Jimador tequila brands in 2007.
Jeremy Shepherd, who was promoted to Brown-Forman’s senior vice president/president USA & Canada this past July, noted in a recent interview with Cheers that “rum was an obvious gap in our portfolio.”
Diplomático, a super-premium rum from Venezuela, is sold in more than 100 countries. The brand’s top markets include France, Germany, and the U.S.