Diplomatico Rum
2023
Why
Brown-Forman acquired Diplomatico Rum to establish a leadership position in the super-premium rum category, which was growing through cocktail culture and premiumization trends. The acquisition provided the world's third-largest super-premium rum by value, with 300,000 nine-liter cases sold, and addressed the company's lack of scale in rum.
Impact
Diplomatico became the world's third-largest super-premium rum by value globally and contributed to the Rest of Portfolio category's strong reported net sales growth in fiscal 2025. The brand provides exposure to a high-growth category that is less correlated with American whiskey cycles.
Outcome
Diplomatico represents approximately 2-3% of total revenue and is a key component of the company's category diversification strategy. The brand has delivered strong double-digit reported net sales growth since acquisition.