Rick Farias: Founder of 90 Miles South Rum
Last Updated on December 2, 2025 by Maythe Monoche
TRL: Can you briefly introduce yourself and your role in the rum industry?
Hello, I’m Ricardo Farias I was born in Caibarien, Cuba, on December 30th 1967. Until the family departed in 1970 to New York and then eventually resided in Tampa, Florida, where the tight-knit family of ten siblings still lives today. Ricardo, husband and father of two ,is owner operator of Digital DNA and has been in the sign business for over 20 years. His inspiration for establishing and trademarking 90 Miles South is to create and express his love and devotion that are still in the heart of Cuban heritage today.
We all have our story on how we arrived here. No matter the way, we share a unique bond; with our rich history, culture, and flavor that influences us to share our Cuban flair throughout the world.
We are excited to share our new line of apparel and accessories and rum with you, and thank you in advance for being a part of 90 Miles South’s incredible journey.
TRL: How do you balance tradition with innovation in your approach to rum-making or marketing?
By keeping the look classic but making new flavors that we’re familiar with the Cuban cultures.
TRL: How do you see the rum market evolving in the next 5-10 years, and what trends do you think will shape the future of the industry?
Rum is shifting toward premiumization, and we’ve seen real growth in the craft segment. Consumers are looking for local products with authentic flavor and character. The industry is also getting more adventurous, experimenting with unique styles, natural flavors, and new distillation methods. It’s an exciting time to be part of rum’s evolution.
TRL: How do you educate consumers about your rum, and what’s the most important lesson they should take away?
We educate through our story and the experience of tasting our rum. At events, our goal is simple — tell our story and get liquid to lips so people can see how good the product really is. Our concept started long before our first production in 2023. The Guava and Sugar Apple flavors are authentic to Cuba and inspired everything we built. The biggest message we share is that rum isn’t just for mixing it can stand on its own.
TRL: How do you manage quality and consistency as your brand grows and enters new markets?
Every batch goes through the same process, the same checks, and the same people. We document everything and taste-test constantly. Growth is great, but consistency builds trust. We source the best ingredients, many from right here in Florida, and use the best equipment to verify proof, taste, and color. But the most important tool for consistency is my wife and me; we personally verify and approve every batch before it leaves the distillery.
TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?
Sip rum neat and pay attention to the details. Learn about the different types and how they’re made, molasses versus cane juice, pot still versus column still. Once you understand the process, you’ll appreciate the depth and craftsmanship behind every great rum.
About us:
- https://90msrum.com/
- https://www.instagram.com/_90_miles_south_
- https://www.facebook.com/p/90-Miles-South-100063532512167
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