Blue Ridge Spirits & Wine Marketing has entered into a partnership agreement with Varela Hermanos, S.A. to represent Ron Abuelo in the U.S. market.
Under the new arrangement, Blue Ridge will manage all sales and marketing activities for the Panamanian aged rum brand, effective immediately.
“We are very excited to welcome Ron Abuelo into our growing spirits portfolio,” says Blue Ridge Spirits & Wine Marketing’s CEO, Carlos Carreras. “This brand is a game-changer in the rum category, and we look forward to working closely with the team in Panama to accelerate the growth of the brand here in the U.S.”
The rums of Ron Abuelo come from Varela Hermanos, Panama’s oldest distilling family that dates back to 1908, the company says, when Don José Varela Blanco established the first sugar mill in Pesé in the recently formed Republic of Panama.
“We are thrilled to team up with a company that understands our heritage and shares our vision for the future,” says Daniel Fábrega, Vice President, Export for Varela Hermanos. “The team at Blue Ridge recognizes the growth potential and distinct market opportunity for Ron Abuelo in the United States—we are confident we have chosen a terrific partner with both the energy and skill to bring our brand vision to life.”
Ron Abuelo is available in more than 20 markets across the U.S., with new markets planned to open over the coming year.
Currently, the portfolio consists of eight aged rums: Añejo, 7 Años, 12 Años, Two Oaks, The Finish Collection (Oloroso, Napoleon, and Tawny), and the highly limited Centuria. Suggested retail prices range from $15 to $120.