If in 2019 Ron Diplomático's online sales were practically nil, in 2020 thanks to the activation of new digital platforms, they represent about 3% of the global turnover of the brand in Spain. This is due to a change in strategy which, after the March confinement, transformed e-commerce into a priority channel, opening the sale of Diplomático Mantuano and Reserva Exclusiva references on Amazon (where the two references respectively reached the first and fifth position in the ranking of best rum sales), on Glovo, as well as on the digital platforms of traditional retailers such as El Corte Inglés or Club del Gourmet. This is also due to the increase in Amazon Prime users, more and more likely to consume food, which arrives at their home and, in many cases, on the same day.

As stated by Javier Pérez Pin, brand manager of Ron Diplomático in Spain, "the pandemic has significantly accelerated a trend of change in the consumption patterns of a target clientele that is increasingly digitized". In fact, Iwsr estimates that Spain, together with Australia, Brazil, China, France, Germany, Italy, Japan and the United Kingdom, represent 90% of the value of the e-commerce of spirits; a trend that is also revealed in the new consumption habits. "The consumer is increasingly informed about all the relevant aspects of the brand and seeks maximum immediacy and convenience to get what he wants".

The goal, both with Diplomático and with the rest of the brands in the Global Premium Brands portfolio, is, adds Pin, “to maximize our digital ecosystem over the next few years by offering attractive online experiences for our consumers. We have set the goal for 2021 of doubling our sales volume through these channels”, data in line with Iwsr forecasts, which estimates a growth in sales of spirits of 42%, during 2021.