Categories: Agriculture and Food

Premium Brand Rum Santiago de Cuba will join the Diageo Luxury Spirits Reserve Portfolio

The Cuban – British joint venture Ron Santiago S.A., a Cuban entity dedicated to producing and marketing alcohols, spirits, rums and wines, came into existence today with the signing of an agreement. The joint venture company has been established to develop Cuban production in response to international market demands.

Diageo is a British company and an international leader in the spirits and beverages industry. The Company was nominated as “best-performing collection of spirit brands” in Drinks International’s Brands Report for 2018. The new joint venture deal was signed in the presence of the Ambassador of the United Kingdom, His Excellency, Dr. Antony Stokes, and Cuba’s Foreign Trade Minister, Rodrigo Malmierca.

Ambassador Stokes said of the new joint venture:

“I’m delighted to see the signature of this agreement between Diageo and Cuba Ron to market perhaps the best rum from Cuba to the UK and Europe. It fits with Diageo’s focus on premium brands. It should also encourage production in Cuba to adjust to the realities of a liberal, growing international market. The UK continues to support British business in Cuba. This is not an easy market and won’t be right for all, but there are unique opportunities in priority niches and sectors.”

Advertisement. Scroll to continue reading.

If the world was not aware before, Santiago de Cuba is the premium rum brand in Cuba and now the brand will go international. Santiago de Cuba rum will be distributed in the U.K. and Europe as an alcoholic beverage for discerning palates and join the Diageo Luxury Spirits Reserve Portfolio.

The Diageo deal with the Cubans prominently illustrates that, despite the embargo of the United States against Cuba, foreign investors and companies are still betting on investment with Cuba.

Share
Published by
Cuba Business Report Staff

Recent Posts

Cuba Joins the BRICS New Development Bank

In a move with both economic and geopolitical significance, Cuba has officially joined the New…

2 weeks ago

Cuba’s International Tourist Arrivals—June 2025

Cuba’s tourism sector, long a vital part of the island’s economy, is experiencing mixed fortunes…

2 weeks ago

Cuba Amplifies Voice of the Global South at BRICS 2025 in Brazil

Cuba took center stage at the 17th BRICS 2025 in Rio de Janeiro this weekend,…

1 month ago

FIHAV 2025 Set for this November

Cuba has confirmed the 41st edition of the Havana International Fair (FIHAV 2025) will take…

1 month ago

WestJet CEO Meets with Cuban President Amid Hopes for Expansion of Passenger Flights to Havana

WestJet CEO Alexis von Hoensbroech met Wednesday with Cuban President Miguel Díaz-Canel in Havana, a high-level meeting…

2 months ago

Cuba Expands Solar Parks as Energy Deficits Persist

Cuba is ramping up efforts to address energy shortages through the expansion of photovoltaic solar…

2 months ago