Diageo signs global distribution and joint marketing
agreement for Zacapa Centenario rum
7 February 2008
Super premium Guatemalan brand to form part of Diageo’s Reserve Brands collection
Diageo, the world’s leading premium drinks business, today announced that it had been
granted a three year distribution and joint marketing agreement by Industrias Licoreras de
Guatemala group of companies for the Zacapa rum brand. The agreement will run from 1
April 2008 and will give Diageo global distribution rights although some countries in Central
America including Guatemala will be excluded. At the end of the three years Diageo has an
option to buy a 50% equity stake in the brand subject to performance criterion.
The Zacapa rum range includes Zacapa Centenario 15, Zacapa Centenario 23 and the ultra
premium Zacapa Centenario XO. The Zacapa brand has been recognised internationally 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 Latin America & the
Caribbean, from Don Julio tequila to Red Stripe lager, and we are delighted to be given the
opportunity to distribute and market Zacapa, one of the most acclaimed rums in the world.
The Zacapa brand will widen our brand range within the second largest and fastest growing
major spirits category in the world and diversify our Reserve brand collection, which includes
such super premium brands as Johnnie Walker Blue Label and Buchanan’s Red Seal.’
Roberto Garcia Botran, President of Industrias Licoreras de Guatemala group of companies
said:
‘We are very pleased that Zacapa, which is our family crown jewel, will now realize its full
potential by being distributed by the world’s leading premium drinks company, Diageo. We
are proud to work with Diageo and delighted that the Zacapa brand will form part of Diageo’s
Reserve collection.’
-endsNotes 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 collection of beverage alcohol
brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie
Walker, Baileys, J&B, Cuervo, Captain Morgan and Tanqueray, and Beaulieu Vineyard and
Sterling Vineyards wines. Diageo trades in some 180 countries around the world and is listed
on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For
more information about 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 90 years,
recognized worldwide since 1998 for the quality of its products, which are part of the
Guatemalan pride. Industrias Licoreras de Guatemala has its own distillery and four
production plants, invests steadily in the incorporation of technology, and has direct
operations in the countries of the Central American region.
About Zacapa Rum
Zacapa rum is the result of a unique process of development, aging and packaging, which is
distinguished by a combination of unique features such as Guatemalan soil, climate and raw
materials used in the production process. This rum has been developed based on knowledge,
experience and efforts of those working in Industrias Licoreras de Guatemala group of
companies. Over the past few years, Zacapa rum has increased its presence in Guatemala and
in the most important international markets thanks to the various awards received for its
quality and the goals it has achieved through the marketing plan that began more than a
decade ago. The process of development, aging and packaging Zacapa rum takes place in
several regions of Guatemala, and it is an example of the national industry in the generation
of sustainable development areas and for his continued commitment to meet the consumer
needs in Guatemala and worldwide.
Zacapa rum is produced high up in the verdant Guatemalan countryside, under a dramatic
backdrop of soaring mountains and active volcanoes; Zacapa is exceptional in that unlike
most rum that uses molasses, Zacapa is produced using only the sweetest, first pressing of
sugar cane juice, referred to as ‘virgin honey.’ Zacapa rum uses a Solera System aging
process, with the rum being laid to rest in selected barrels that previously aged Bourbons,
Sherries and Pedro Ximenez wines; in the case of XO, the aging occurs in restored French
Oak barrels. The cooler altitude in its ‘house above the clouds,’ one and a half miles above
sea level, helps Zacapa develop its characteristic colour, body, flavour and aroma.
Contacts
For Diageo Investor Relations
Catherine James
+44 (0)20 7927 5272
catherine.james@diageo.com
Sarah Paul
+44 (0)20 7927
sarah.paul@diageo.com
For Diageo Media Relations
Stuart Kirby
+1 (305) 495 9345
Stuart.Kirby@diageo.com
For Industrias Licoreras de Guatelama
Naomi Newton
+1 (305) 860 1000 x203
nnnewton@tjgmail.com