Varela Hermanos named Blue Ridge Spirits & Wine Marketing to manage all U.S. sales and marketing activities for Ron Abuelo, Panama’s best-selling rum brand.
“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.,” said Blue Ridge CEO Carlos Carreras.
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 award-winning 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.