Whyte & Mackay has entered into a distribution partnership with Flor de Caña, whereby they will manage the rum brand in the UK and Ireland markets.
The distribution agreement will see the Nicaraguan rum brought into the Whyte & Mackay portfolio to sit alongside its other brands such as The Dalmore and Jura single malt whiskies.
Nick Garland, Chief Commercial Officer Whyte & Mackay Ltd, commented: “Flor de Caña shows an unwavering commitment to producing the highest quality rums. Their products are authentic, have a strong heritage and are uniquely handcrafted which are all fantastic attributes that we value as a company. We are hugely excited by the opportunity to welcome Flor de Caña into our portfolio to sit alongside our award winning brands.
We believe that the super-premium rum category is full of untapped potential and we look forward to working with Flor de Caña to revolutionise and grow this category.”
Marc Catalan, Flor de Caña Area Manager, Europe said: “We have been impressed with Whyte & Mackay’s successes in growing super-premium brands in the UK and we believe that their innovative approach, their expertise in brand building and their comprehensive sales structure will make them the perfect partner to help ensure our brand reaches its true potential in the UK and Ireland markets.”
Whyte & Mackay will distribute a range of Flor de Caña award-winning products including: Flor de Caña 4 Extra-Seco, Flor de Caña 5 Añejo Clasico, Flor de Caña 7 Gran Reserva and Flor de Caña Centenario 12, 18 and 25 collection.