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Posted 16th March 2019

Stansfeld Scott to represent new brands as Sazerac acquires 19 Brands from Diageo

Stansfeld Scott will represent newly acquired Sazerac brands throughout the Caribbean region.

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On Dec 21, 2018, The Sazerac Company, one of America’s oldest family owned, privately held distillers, completed the purchase of 19 brands from Diageo - a global leader in the spirits and beverage industry. Going forward, Stansfeld Scott is proud to represent these brands throughout the Caribbean region.

Jake Wenz, Sazerac’s chief operating officer stated, “We are excited to close on the sale of these 19 iconic brands from Diageo and we look forward to further developing these brands globally within the Sazerac portfolio.”

The Caribbean, albeit a chain of multiple islands ranging in size, is an important part of the global development Sazerac has in mind. Stansfeld Scott is pleased to represent and strategize marketing trajectories for 5 focus brands from the recent Diageo-Sazerac exchange: Parrot Bay Rum, Goldschälger; Myer’s Rum; Romana Sambuca, and Seagram’s VO.

Parrot Bay is a line of flavored rum that now fall under the Captain Morgan family. Goldschälger is a Swiss Cinnamon Schanpps. Romana Sambuca is an Italian liqueur made from elderberries and flavoured with licorice. Myer’s Rum is a brand of Jamaican rum, while Seagram’s VO is a classic Canadian whisky blend. The four brands show promise in the Caribbean with effective planning and execution.

"We look forward to bringing these brands to a higher level of success across the region through our network of key distribution partners," commented Ethan Perk, Vice President of Sales & Marketing for Stansfeld Scott.