Alberto Vollmer raises the stakes in Venezuela's premium rum market

The president of Ron Santa Teresa, Alberto Vollmer, said the company will expand its presence in the higher-value segment with the launch of 1796 XO, an ultra-premium rum that will have Venezuela as its first market, according to a report published by Bloomberg Línea on November 3, 2026.

The strategy seeks to consolidate the expansion of the 1796 family, a category that accounted for 75% of the company's growth in Venezuela during its last fiscal year, in an environment where the economic recovery still coexists with high inflation, exchange-rate volatility and limits on purchasing power.

The product's development began two years ago, and its launch coincides with the peak commercial season for the liquor sector, scheduled between October and December, with plans to later move into international markets and the duty-free channel.

For 2026, the International Monetary Fund projects real GDP growth in Venezuela of 4.0%, after recording a 1.5% change in the previous year, according to the agency's data.