1423–World Class Spirits, Co-founder & Export Manager: JOSHUA SINGH

1423–World Class Spirits is a premium spirit importer and distributor established in 2008. What started as a hobby turned into one of the most successful B2B spirits companies in Denmark today. Joshua Singh is the Co-founder and Co-owner of the Danish rum company 1423. He works as their export and brand manager, primarily across the European market. He is the lucky one on the team who gets to travel the world while talking about rum. Let’s learn more about him in this interview!

TRL: What does the rum mean to you? What made you fall in love with rum and when did it happen?

My first experience with rum came as a teenager. Back then, it was bottom-shelf products, usually with coke to get a cheap buzz. Fast forward to 2008 and along with a group of friends we were attending a local whisky festival. At this festival, we got introduced to rum of a very different standard and we were blown away! 14 days later we registered for our company and the rest, as you know, is history.

Today, rum for me means the world, it surrounds everything I do and is not only my job but also my hobby I try to learn more about every day.

TRL: What is the most important contribution you have made in the rum industry?

Back when we started, rum was still a tiny category in most European countries. This has since grown to a place where rum is now seen as the top spirit in many countries. I hope our team and I have helped to grow that category and bring in new rum lovers throughout the years and hopefully, will continue to do so for many more years.

TRL: Benefits that the rum industry has given you.

The rum industry has blessed me with not only the possibility to travel the world and explore different cultures but also introduced me to people whom I consider great friends today, it is amazing how no matter where you are in the world there is always a person in the network who can guide you, a friendly face or a good recommendation. However, the greatest benefit is that the rum industry is also the reason I met the woman who recently became my wife.

TRL: What’s another thing you are passionate about besides rum? Why?

Traveling, but in my case, I guess this is connected to rum as well. Wherever I travel, I always try to connect with the local culture and stay far away from the big resorts and tourist traps to see the everyday life of the country. Many times, I get to connect that with rum history, which is just a plus.

TRL: What is your favorite place for drinking rum?

In good company with friends and family, then the place is not important anymore.

TRL: Favorite drink + Recipe

Classic Daiquiri made with a heavy Jamaican rum: 5cl. Worthy Park Overproof, 2 cl lime juice, 1 cl simple syrup.

Shake with ice and strain

TRL: Why is it important to educate the rum consumer?

To understand rum, you need to understand the history and culture of the different rum-producing countries and the production methods. The rum consumed today is flooded with new rum brands all the time from new independent bottlers, private labels, white labels, etc. and as well, and many of them are flavored with sugar or additives. There is a big difference from Jamaican rum to a rum from Venezuela and without education it can be difficult for the rum consumer to understand.

TRL: How can the rum contribute to improving the crisis in some countries?

Rum as a commodity can have a big financial impact on a country, both as an export business bringing in money for the country, but also from distillery owners taking an active role in helping the country develop. A distillery like A.F.D. in the Dominican Republic is a very good example of a distillery that has a very strong CSR profile, not only is the estate built on principles of circular economy, but it also allocates profits directly into a foundation that builds the surrounding communities.                      

TRL: What are your next goals in the rum industry?

Continue to help grow the category of rum across the world and make more people fall in love with it, as I have.

TRL: Plans you have when you leave the rum industry.

I don’t believe I will ever be able to leave the industry; it has become too much a part of my life.  

TRL: Why is the role of the bartender important in the rum industry?

For many consumers, the bartender will be the first gatekeeper they meet in the rum industry. It might be through a cocktail that the gates to rum are opened for them. Hence, the education of bar tenders is equally important to the education of the consumer as they will often be the consumers first experience with rum.

TRL: How can people learn more about you? Website? Social media page?