Welcome to Sugarlandia! Don Papa Rum joins Proof Drinks.
4th February 2025
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Proof Drinks are thrilled to announce its appointment as the new UK distributor for Don Papa Rum, the acclaimed super premium rum from the Philippines. Effective immediately, Proof Drinks will oversee the distribution and promotion of Don Papa’s portfolio across the United Kingdom, ensuring wider availability and enhanced support for retailers and hospitality partners.
Don Papa Rum, acquired by Diageo in 2023, is renowned for its rich and vibrant flavour profile, crafted on the sugarcane-rich island of Negros, known locally as Sugarlandia. With its meticulous distillation process and aging in American oak barrels, Don Papa has carved out a loyal following among rum enthusiasts and casual drinkers alike. Its story, rooted in local heritage and inspired by the unsung hero and mystic Papa Isio, has made it a standout in the global spirits market.
To support Don Papa, Proof Drinks have hired two new personnel, including Nepheli Akrivopoulou as UK Brand Ambassador, who most recently was crowned the 2025 Best Mixologist Award from Bar Magazine.
This strategic partnership with Proof Drinks marks a significant milestone for Don Papa as it seeks to strengthen its presence in one of the world’s most dynamic markets for premium spirits.
Proof Drinks has an established reputation for nurturing innovative and premium brands, the Don Papa partnership also represents the next milestone in Proof Drinks’ journey with Diageo, following the success of building Aviation Gin before it was acquired from Davos Brands in 2020, and the current distribution of Mr Black which was bought from accelerator programme Distill Ventures in 2022.
“We’re delighted to announce our new distribution partnership for Don Papa Rum” said John Vider, Managing Director of Proof Drinks. “A brand that embodies true magic in its story and exceptional quality. The team at Diageo have done a tremendous job nurturing and refining the remarkable vision originally created by Stephen Carroll. Their stewardship has not only elevated Don Papa to new heights but also contributed significantly to the growth of the super-premium rum category. We are excited to continue building on that legacy, bringing this unique and enchanting rum to even more consumers who share our passion for exceptional spirits and to strengthen our relationship with Diageo further”