Ron Barceló new at Henkell Freixenet
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Henkell Freixenet is adding to its extensive spirits portfolio in Germany and will take over German distribution of the successful international rum brand Ron Barceló from January 1, 2022. By taking over the distribution of this premium brand, Henkell Freixenet is further expanding its range to include its strong spirits brands, which include the German market leader and best-selling spirit in Germany Wodka Gorbatschow, the cult herbal liqueur Kuemmerling, and the internationally popular coconut liqueur Mangaroca Batida de Côco. With Ron Barceló, the company is expanding its attractive spirits portfolio in the category of international premium rums, further establishing itself as a supplier of local and international spirits in almost all important spirits segments.
Founded in 1930, Ron Barceló developed into one of the largest rum distilleries in the Caribbean and is currently the fourth largest imported rum brand in the world, distributed in over 50 countries worldwide.
Barceló is thus one of the most respected rum producers in the Caribbean. Its Dominican homeland, on the island of Hispaniola, has a climate that is perfect for growing sugar cane. Barceló uses 100% domestic, high-quality sugar cane from its own plantations and relies on a special distillation process. With a natural aging time in American oak barrels ranging from 18-24 months for the entry-level products to 22 years for the premium products, the result is an exceptionally smooth, round rum of outstanding quality. The company is particularly proud of its sustainable production, which makes Ron Barceló the world's first CO2-neutral rum. Last but not least, Ron Barceló stands for the highest quality and was the first rum ever to be named "best rum in the world" two years in a row (Chicago Beverage Tasting Institute). In the last year alone, the premium brand developed significantly stronger than the market in Germany (+ 3.6%) with a sales growth of over + 25%.
"We are very pleased to include Ron Barceló in our distribution starting next year and continue to see great growth potential for the brand here. Rum, and premium rum in particular, has been able to grow significantly in recent years - we want to take advantage of this for the brand and use our company's expertise to further expand the growth of Ron Barceló in Germany," says Jan-Hendrik Boerse, Business Manager Marketing & Sales Henkell Freixenet Germany. "Building on our successful range of spirits, the international premium rum brand Ron Barceló perfectly complements our house."
