SANTA CRUZ DE TENERIFE, 31 May. (EUROPE PRESS) –
Grupo Varma, a Spanish company dedicated to the distribution of spirits, wines and with eighty years of experience in hospitality and haute cuisine, has signed an alliance with Destilería Santa Cruz, a Canarian company that produces spirits and builder of brands such as Macaronesian Gin and Rum. Santa Cruz, among others, to achieve a broader presence in the Canarian market.
In a first phase, Varma’s commercial team will assume the distribution of the own brands that Destilería Santa Cruz currently produces for the hospitality channel, such as the Canarian Macaronesian Gin and the Ron Santa Cruz references. In a second moment, Santa Cruz Distillery will entrust Varma with the distribution of the launches that it has planned for the coming months.
José Manuel de la Mata, vice-president of Grupo Varma, has indicated that they are “very excited” with the signing of this alliance with “an artisan company, with a long history and market projection such as Santa Cruz Distillery”. He also added that with this agreement the company will provide the Islands “with an expert team in building relevant brands for the hospitality industry, bartenders and consumers.”
On the other hand, Diego Rómbola, general director of Santa Cruz Distillery, indicated that it is not easy to make your way alone in this highly competitive sector, made up mostly of multinationals with great resources. “This agreement constitutes a milestone of cooperation, within the spirits sector, between a Canarian company and another national company for the mutual growth of their respective portfolios,” he added.
In addition, Rómbola highlighted, “Varma is a large family company that will help us position ‘Canaria’ Rum and Gin as an origin that projects quality and generates a trend in the production of spirits, providing us with experience in the market, resources and knowing how to do”. “In the Canary Islands we have great hospitality professionals and we want them to feel proud of companies like ours and to be able to recommend local products of great quality and recognition like the ones we make to their customers,” he said.
