Don Papa Rum Sold to Diageo
Don Papa Rum Sold to Diageo
Transaction
Overview
Spayne Lindsay is delighted to announce that it has advised the founders of Don Papa Rum (“Don Papa”), a high growth super-premium, single-island dark rum from the Philippines, on the sale to Diageo, a global leader in alcoholic beverages. The upfront consideration is €260 million with a further potential consideration of up to €177.5 million subject to performance through to 2028, reflecting the brand’s current growth potential.
The super-premium plus segment of the rum category is in the early stages of premiumisation, with a compound annual growth rate (CAGR) of 18% in Europe and 27% in the US between 2016-2021. Through the same period, Don Papa Rum consistently outperformed the market in Europe, delivering a 29% CAGR*.
Launched in 2012 by entrepreneur Stephen Carroll, together with Manila-based AJ Garcia, Don Papa is currently available in 30 countries, with France, Germany, and Italy being its largest markets. Don Papa Rum has a unique flavour profile, highly distinctive packaging and an authentic brand story rooted in the unique and beautiful island of Negros Occidental — known locally as ‘Sugarlandia’.
The rum is distilled in the Bago distillery on the island and aged on the island in American oak barrels. The combination of the local sugar cane, unique soil and climate and the oak barrel ageing in the hot tropical climate provides the foundation for Don Papa’s long, rich-textured finish, which carries flavours of vanilla, honey, and candied fruits.
“We are excited by the opportunity to bring Don Papa into the Diageo portfolio to complement our existing rums. This acquisition is in line with our strategy to acquire high growth brands with attractive margins that support premiumisation, and enables us to participate in the fast growing super-premium plus segment.”
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