Legendario strengthens its international expansion with market opening in México and South America

The company continues to work on its international expansion plan with the recent opening in Mexico, and its sights set on Peru and Costa Rica. Legendario already has a consolidated presence in Europe, especially in the Czech Republic, Italy and Germany, as well as in South Korea and Canada. During 2020, despite the pandemic, the firm has managed to increase its sales.
The Cuban rum brand continues to work on its expansion in Mexico.
The Cuban rum brand continues to work on its expansion in Mexico.

Legendario, one of the benchmark brands in the spirits sector, has begun to market its extensive portfolio in Mexico, a market of great interest to the company. The starting signal has been given on the main e-commerce platforms where customers can already find all the brand’s products, including sales of Elixir de Cuba, Legendario Dorado and Añejo Blanco.

This is the first step towards landing in the important Mexican market and, from June, the Legendario family will begin to be introduced among the country’s major wholesalers and distributors. Mérida, Mexico City and Monterrey or tourist regions such as Cancún are some of the areas where the first physical sales of the products are expected. A great potential for a country with more than 127 million inhabitants.

In addition to the important Mexican market, Legendario is already working to market its portfolio in Costa Rica and Peru, which would be the first step towards establishing itself in Latin America. The Ron Legendario’s history is intimately linked to the Caribbean, as it is on the island of Cuba that all its products have been produced uninterruptedly since 1946, so its expansion in the region would be a natural and logical step towards greater internationalisation of the brand.

Legendario in Europe

On the European continent, Legendario is present in the Czech Republic, a large market for the brand whose products are well positioned in the country, in Italy – HORECA channel (Hotels, Restaurants and Coffees) and specialised shops -, Germany – food channel, HORECA and online platforms – and finally in France, where it is present in large supermarkets, in the HORECA channel and through electronic platforms. The spirits brand is also marketed in Denmark, England, Greece, Slovenia, Andorra, Portugal, Canada, Russia, Hungary, Ukraine, Bulgaria, Poland and the Baltic countries (Lithuania, Latvia and Estonia).

Consolidated brand in South Korea

The entire Legendario portfolio is very well received in South Korea, and every year, hundreds of orders are placed for Cuban products in the Asian country. One of the main assets in conquering the South Korean consumer has been the profound respect for the customer and the entire distribution chain involved.

In short, it can be said that Legendario is present in four of the five continents and the brand’s recent launches –9550 Vodka and Ronssé– will continue to drive this internationalisation for a brand that knows no borders.

Turnover growth in the year of the pandemic

Despite the strong impact of COVID-19, especially in the HORECA channel, last year the company increased its turnover in international markets by almost 5% thanks to the strong pull of the food sector. Legendario’s extensive portfolio is aimed at a loyal consumer, a lover of Cuban products, culture and lifestyle, who also attaches great importance to details and finishing touches. A unique offer for a Legendario product.

The Mexican market has a potential population of 127 million.
The Mexican market has a potential population of 127 million.