19% within the last seven years: Ron Barceló grows in Europe and Asia

Barceló Ron Dominicano is the world’s most exported dark rum.[1] Within the last seven years, the rum producer could grow in Europe and Asia by an overall rate of +19%.[2] One of the success drivers and focus countries of the global player’s European business is Germany. The German market offers profound growth opportunities with a new distributor.

The Dominican rum Barceló is currently distributed in more than 80 countries worldwide and showed in Europe and Asia over the last seven years a positive CAGR growth rate by +19%.[2] This exceptional performance is due to the high premium quality of the product itself and to the brand’s steadily growing presence in Europe. In Spain, it the No. 1 spirit brand by both volume and value.[1]

Also in Germany, the premium brand developed positively. Due to an attractive portfolio offering and the new business partner Henkell Freixenet, Barceló reached a sales growth by four percent in 2022 over the previous year.[3] Among other things, a positive development in gastronomy as well as e-commerce contributed to this. “We are particularly pleased with this result, as the distribution in Germany was taken over by Henkell Freixenet on 01 January 2022”, said Alberto Nogueira, CEO of Barceló.

“With this strong partner and its established distribution network at our side, we believe we are well positioned for the future”, says Jan-Hendrik Boerse, Managing Director Marketing & Sales of Henkell Freixenet Germany, and adds: “We are as well pleased to conclude the first year with Barceló very successfully. We are confident that with our spirits expertise and an attractive package of marketing and sales activities, we will be able to further expand the growth potential of the premium brand.”

For 2023 Barceló is looking forward to launch further premium product innovations in line with its strong commitment to sustainability. Since 2016, the company applies the RB360 Sustainability Code in its production process. This code brings together a whole series of policies and procedures, which significantly contribute to the benefit of the environment and natural resources. Barceló is the world’s first CO2-neutral rum since 2016.%[4]

[1] IWSR 2021
[2] Barceló Europe & Asia/Internal data
[3] Barceló depletions data_2021 vs. 2022_Germany_Sell-in
[4] SGS, Greenhouse Gas Verification Statement after ISO 14067 Standard, Carbon Neutral Product, from 31st July 2021 (valid until 30th July 2023)

About Ron Barceló

The well-known rum Ron Barceló looks back on a long brand history: As early as 1930, the Spaniard Julian Barceló founded the rum distillery Barceló & Co. in Santo Domingo (Dominican Republic). After the addition of Ron Barceló Añejo and Ron Barceló Imperial to the product range in the 1970s and 1980s, the worldwide export of the multi-award-winning Dominican rum Barceló began. Today, Ron Barceló is available in over 80 countries worldwide and is one of the most important rum brands in the world with its CO2-neutral rum made from 100% sugar cane juice. The range includes both entry-level and premium products. For more information, visit www.ronbarcelo.com.

About Henkell Freixenet

Henkell Freixenet is the German-Spanish alliance of the family-owned companies Henkell, based in Wiesbaden, Germany, and Freixenet, based in Sant Sadurni D’Anoia, Spain. The company is the world’s leading sparkling wine supplier and has a unique brand portfolio for sparkling wine, still wine and spirits. Global brands such as Freixenet, Mionetto and Henkell are part of the group as well as I heart Wines, Mangaroca Batida de Côco and a portfolio of multiple award-winning wineries and brands. The highest standards of quality and craftsmanship spur the Henkell Freixenet team on just as much as the vision of standing for every tenth glass of sparkling wine worldwide in the medium term. For further information www.henkell-freixenet.com.

Source: Ron Barceló Europa, S.L. / Henkell Freixenet Holding