The rum industry continues to evolve, and the latest development sees Cacique rum transitioning from Diageo’s portfolio to La Martiniquaise-Bardinet. This move follows a similar shift earlier in the year when Pampero, another Venezuelan rum, also left Diageo’s roster.
Six months after Pampero was sold to Gruppo Montenegro, Diageo announced that Cacique, produced in Venezuela, has joined Bardinet’s growing spirits lineup. While the financial details of the transaction remain undisclosed, the decision marks another adjustment in Diageo’s strategy for its rum offerings.
Cacique, priced at approximately €25 ($26.08) per bottle, represents the accessible end of the rum market, sitting below premium brands like Don Papa (€40/$41.73) and Pampero (€30/$31.30). Earlier in 2023, Diageo added Don Papa to its portfolio, signaling a shift toward higher-priced and more premium rum offerings.
The sale of Cacique allows Diageo to focus on its premium brands, including Captain Morgan and Zacapa, while Bardinet welcomes Cacique to strengthen its market presence in Spain and beyond.
Jean-Paul Bouyat, CEO of Bardinet, expressed enthusiasm about the acquisition, stating, “This is a strategic addition to our portfolio, helping us grow our rum market share in Spain and beyond. We are excited to integrate Cacique into our family, maintaining exceptional taste and quality.”
Bardinet already has a strong presence in the rum category, with brands like Old Nick Caribbean, Dillon Martinique white rums, and Negrita, the third-largest rum brand in Spain. Adding Cacique to this lineup enhances Bardinet’s ability to compete in key markets.
La Martiniquaise-Bardinet’s expertise in rum production positions Cacique for success in its new home. By leveraging its market strength and dedication to quality, Bardinet aims to elevate Cacique’s profile while continuing its tradition of delivering flavorful, high-quality spirits.
Cacique’s reputation as a Venezuelan rum with a rich heritage remains intact as it joins Bardinet’s diverse portfolio. With a focus on expanding its market share and maintaining exceptional quality, Cacique is set to thrive under its new ownership.
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Global Drinks Intelligence’s Article: Diageo sells Cacique rum to La Martiniquaise-Bardinet
The image of the article is courtesy of © JONGHO SHIN via Canva.com
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