The Story Behind Diplomatico Rum and How it Became a Global Brand 🥃

How does a Venezuelan rum brand grow from a domestic favorite into a global name available in more than 100 countries?

On this episode of the Stay Tranquilo Podcast, we sit down with José Luis Ballesteros, U.S. Brand Ambassador for Diplomático Rum, to talk about the story, strategy, and people behind one of Venezuela’s most recognized spirits.

José Luis takes us through Diplomático’s international expansion, the decision to focus on premium sipping rum, the importance of bartenders and hospitality in building a brand, and how Diplomático became a symbol of Venezuelan culture for millions who left the country. He also breaks down the brand’s acquisition by Brown-Forman, what it takes to compete in the global spirits industry, and the vision of making Diplomático the #1 rum in the world.

Plus, we talk cocktails, espresso martinis with rum, Café Diplomático, the hospitality community, and José Luis’ go-to way to drink Diplomático — including a coconut water ice cube that might change the way you drink rum forever.

🥃 Topics include:

The origin and legacy of Diplomático Rum

Growing from Venezuela to 100+ countries

Building a premium spirits brand

Why community and bartenders matter in alcohol sales

Diplomático’s connection to the Venezuelan diaspora

Surviving and growing through the pandemic

The Brown-Forman acquisition