Paraguayan rum El Supremo is expanding its presence in Europe through a distribution partnership with Ads Group in Belgium and Luxembourg.
El Supremo Rum continues to expand its Western European footprint with two new markets
Marking the next step in El Supremo’s international expansion, the move into Belgium and Luxembourg follows the brand’s UK launch in March.
Ads Group, founded in 1985, primarily focuses on the on-trade, carrying more than 2,200 references and exclusively distributing around 50 brands.
Patrick Watteau, general manager of Ads Group, described El Supremo as “a brand with a strong story, a distinctive production method and a premium profile that we believe will resonate with customers and partners across Belgium and Luxembourg”.
El Supremo is made with miel de caña rather than molasses.
Additionally, the rum’s international branding emphasises its connection to Paraguay’s historic Capasa facility, which dates back to 1909.
Aged in Paraguayan Incienso Marrón wood and French oak casks, El Supremo’s rum range includes five-, eight-, 12-, and 18-year-old expressions.
Filippo Maria Olivi, CEO of El Supremo Rum, said: “Following our recent UK launch, we are proud to continue El Supremo’s growth in Europe with Ads Group in Belgium and Luxembourg.
“These are markets that value authenticity, craftsmanship and provenance, and we believe El Supremo offers a genuinely distinctive expression of Paraguayan rum through its use of miel de caña, Incienso Marrón and traditional static ageing.
“We also believe the profile is well-suited to a market that is increasingly appreciating more elegant, less sweet rum styles.”
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