MELBOURNE 30 September 2019 – Commencing 1 October 2019, Diplomático Rum has appointed Proof & Company as their distributor in the Australian market. The acquisition builds on a seven-year partnership between the two companies in key Asia domestic markets and travel retail across Asia Pacific.
“We could not be more excited to bring this delicious liquid to the Australian bartender and consumer. We aim to build on Diplomático’s strong foundation here and develop it into a household name for lovers of rum and quality dark spirits alike,” says Paul Broadbent, Proof & Company General Manager, Australia & New Zealand.
Australia remains Diplomático’s most important Asia Pacific market. In keeping with this status, both companies are expanding their investment in Diplomático’s development. Sai Hamsala, Diplomático’s Melbourne-based Asia Pacific Brand Ambassador, will now be joined by Kate Mansour, in the newly created role of National Brand Manager, Australia for Diplomático. Mansour joins Proof & Company Australia and Diplomático with a wealth of spirits industry brand and marketing experience, including at Brown-Forman, where she helped oversee the growth of Woodford Reserve Bourbon and other premium brands in Australia.
‘It is a privilege to join Proof & Company and Diplomático to oversee the Australia market for this exceptional rum. I am looking forward to rolling up my sleeves and getting involved in the entrepreneurial culture that both companies are renowned for,” notes Mansour. In her new role, Mansour will be responsible for rolling out the “Heart of Rum” program across the country, with a focus on getting liquid on lips of this award-winning rum.
Diplomático is one of the fastest growing premium rums in Australia. Starting in late 2019, Coles Liquor Group will make Diplomático available in Liquorland, Vintage Cellars and First Choice Liquor Market locations. This builds on an existing nationwide presence with EDG Group through Dan Murphy’s and BWS stores and with independent liquor retailers. Through Hamasala’s work over recent years, Diplomático also has a strong presence in leading bars and restaurants, which will see continued focus from the expanded team.
“Diplomático have been present in Australia for the last nine years thanks to the exceptional work carried out by the Baranows Emporium team. We are thankful for their work in building this foundation. Moving forward, we are excited to take Australia to the next level, from good to great, with the talented and passionate team at Proof & Company,” notes Alfonso Castillo, Diplomático Asia Pacific Marketing Manager.
About Diplomático Rum
Diplomático is a super-premium rum from Venezuela. In 2018, Diplomático was awarded Wine Enthusiast’s prestigious “Spirit Brand of the Year,” the first-ever rum to win in this category. The Diplomático distillery is located at the foot of the Andes Mountains and is a family-owned brand inspired by the character of Don Juan Nieto Melendez, whose portrait is illustrated on its labels. Having produced top-quality spirits since 1959, Diplomático’s distillery combines traditional methods with modern technology to produce the finest of rums. The production area boasts great conditions for sugar cane and rum production including fertile lands, abundant water and a Caribbean climate. The team of award-winning Master Blenders works diligently to create unique and complex rums. The product range consists of the Tradition Range: Planas (aged up to 6 years), Mantuano (aged up to 8 years) and Reserva Exclusiva (aged up to 12 years), the Prestige Range: Single Vintage and Ambassador, both aged 12 years and finished in Spanish sherry casks for one and two years respectively, and a Special Edition: The Distillery Collection, featuring a Single Batch Kettle rum, a Single Barbet column rum and a Pot Still rum. For more information, please visit www.rondiplomatico.com.