William Grant & Sons USA is set to become the U.S. agent for the
super-premium Flor de Caña rum brand, Shanken News Daily has learned. Flor
de Caña has been handled by Campari America in the U.S. market for the
past seven years and is now at 94,000 cases, up from 81,000 cases in
2011, according to Impact Databank. Flor de Caña’s contract with Campari
runs outJune 30, with William Grant & Sons and Campari agreeing to
cooperatively transition the brand.
Crafted from estate-grown sugar cane in Chichigalpa, Nicaragua, Flor
de Caña’s range of aged rums includes 4 Extra Seco, 4 Añejo Oro, 5 Añejo
Clasico, 7 Gran Reserva, Centenario 12 and Centenario 18, as well as
Centenario 25, which is currently limited to duty free. Pricing ranges
from around $18 up through $50 a bottle.
The addition of Flor de Caña continues William Grant & Sons’
ongoing diversification of its portfolio beyond its core Scotch whisky
business. In the U.S., the company has already demonstrated a successful
brand-building blueprint in multiple segments, including gin—where
Hendrick’s was up 20% to 210,000 cases last year—and rum, where Sailor
Jerry has nearly doubled since 2008 to more than 700,000 cases. With
Flor de Caña, Grant USA will see whether it can extend its rum category
progress up the pricing ladder.
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