A joint venture was incorporated between Cuba Ron S.A. and a subsidiary of European company Diageo with the purpose of promoting the distribution of well-known Rum Santiago, especially in the market of the old continent. Speaking at the ceremony, which took place in the 1930 room of the Hotel Nacional de Cuba, the President of Global Production and Purchases of Diageo, David Cutter, said the creation of the new company in partnership with Cuba responds to the strategies of the entity that he represents, investing in growth opportunities, in premium and superior brands of the spirituous drink. Later he stressed that consumers seek to drink better, so working with the Cuba Ron Corporation provides a great opportunity to expand the portfolios in segments of the rum category whose growth points to Premium. For its part, the head of Cuba Ron S.A. Corporation, Juan González, expressed his pride in announcing the creation of the new company, which will allow consumers from all over the world to savor Rum Santiago de Cuba. The Santiago de Cuba Rum, he said later, was born where the history and tradition of Cuban light rum originated, it is an expression of its people and part of the Cuban tradition and culture, they hence hope to achieve the success of this rum outside Cuba. It is the second Premium Cuban rum after the Havana Club, known for its high quality and origin, produced in four main variants: White, Aged, 11 and 12 years. Diageo is a world leader in the Premium alcoholic beverage segment and its spirits are among the top 20 best-selling brands in the world. The constitution of the new joint venture was attended by the Minister of Foreign Trade and Investment of Cuba, Rodrigo Malmierca, the President of the newly created joint venture, Luca Cesarano, as well as other officials of foreign trade and the economy of the largest of the Antilles.