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 Australianbartender and consumer. We aim to build on Diplomático’s strong foundationhere and develop it into a household name for lovers of rum and quality darkspirits 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 DanMurphy’s and BWS stores and with independent liquor retailers. Through Hamsala’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.
For more information, please visit www.proofandcompany.com or contact your Proof & Company representative.