PPD Global wins Diageo Innovation Award 2025

PPD Global has achieved a major milestone at DIAGEO’s 2025 Annual Partner’s Conference in Sofia. Our team in Romania received the prestigious Innovation Award, recognizing the bold launch and rapid growth of Don Papa rum across the Romanian market.

In addition to securing the Innovation Award, PPD Global in Romania earned nominations for both Partner of the Year and the Luxury Award. These recognitions confirm once again our commercial leadership, strategic execution, and dedication to building world-class spirits across South Eastern Europe.

Driving Innovation: The Award-Winning Don Papa Rum Launch

The super-premium rum category is growing fast in Romania. Consumers increasingly seek high-quality, authentic taste experiences. Capitalizing on this premiumization trend, our commercial teams executed a comprehensive, multi-channel strategy that consolidated our super-premium rum portfolio and gained substantial market share.

The campaign kicked off at Brift, Romania’s premier bartending fair. We introduced trade partners and mixology experts to Don Papa’s unique world through an immersive “Sugarlandia” brand experience.

To maintain strong momentum, we implemented several strategic initiatives:

• Bartender engagement: Robust training programs designed to foster brand advocacy among top mixologists.

• On-Trade & Off-Trade activation: High-impact visibility campaigns in premium venues, bars, and retail shelves.

• Third-Space events: Targeted experiential activations that connected directly with consumers in lifestyle spaces.

This 360-degree approach established Don Papa rum as a leading force in Romania’s super-premium spirits segment.

Celebrating a Strong 25-Year Partnership with Diageo

This award is a testament to the powerful, long-standing alliance between PPD Global and Diageo, the global leader in premium beverages. For a quarter of a century, our organizations have worked side-by-side to shape the premium drinks landscape across South Eastern Europe. By combining Diageo’s world-renowned brand innovation with PPD Global’s local commercial expertise and distribution network, we have consistently deliver exceptional value to consumers and trade partners alike.

PPD Global distributes and promotes an iconic portfolio of Diageo’s flagship brands. Our market presence is anchored by global icons such as Johnnie Walker, the world’s leading Scotch whisky, along with luxury spirits including Don Papa rum, Tanqueray gin, Smirnoff vodka, Captain Morgan, and Baileys Irish Cream. PPD Global remains committed to driving commercial innovation, setting high industry standards, and delivering remarkable brand experiences across the region.