Kate Perry, U.S. National Manager for La Maison & Velier: From Seattle’s Rumba to Leading Rum Imports

Kate Perry’s rum journey began in 2011 when she was tapped to be the opening manager of Rumba, a rum bar in Seattle, WA, which she successfully managed for six years. The bottles that spoke the loudest to her all carried the same word on the back label: Velier. At the time, they were not available in the United States, but through love, luck, and sheer determination, Kate became the point person for importing La Maison & Velier, starting with Spirit of Haiti Clairin and Caroni 2000, which were launched stateside in 2018.

As the U.S. National Manager for La Maison & Velier—a joint venture between two European spirit powerhouses, France’s La Maison du Whisky and Italy’s Velier—Kate has played a pivotal role in shaping the rum landscape in America. She independently managed the import and supply of the portfolio until 2025, when LM&V partnered with PM Spirits to continue expanding their reach. Her story is one of passion, persistence, and vision, marking her as a key figure in the ongoing evolution of rum culture in the U.S.

TRL: What was the biggest challenge you faced in launching your rum brand, and how did you overcome it? 

Oh boy – there have been so many! My experience in supply/import has been defined by constant challenge—there’s truly never a dull moment. We’ve found the best strategy for navigating this turbulence is simple: we keep our heads down, ignore the noise, and remain relentlessly focused on our core mission to produce the highest quality bottlings possible while maintaining unwavering respect for our partner producers and their communities.

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?  

The rum market – like all things in life – operates like a pendulum, having swung through three major phases over the last decade. Ten years ago, the challenge was scarcity, with limited high-quality options available (a stark contrast to today). This was followed by a massive influx of brands, creating an overwhelming market saturated with new products (which also garnered renewed excitement in the category). We are now in an essential phase of discernment, where the widespread growth of “geeky” rum knowledge is correcting the market. This heightened awareness—focusing on “the difference that makes the difference” as my Italians love to say—is empowering consumers to demand higher quality and forcing brands to be more transparent, ultimately guaranteeing a superior baseline of quality for rum in the coming years. This informed demand will ultimately force the market to sort through the noise and elevate the standard of rum quality in future years. 

TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?

I’m not the brand owner so I can’t really speak to this. The pivotal moment that defined my career came during my first visit to Haiti. Though I had experienced other rum nations, Haiti was transformative—a country overflowing with vibrant color, art, food, and music. As my colleague Daniele Biondi predicted, the trip changed me fundamentally. I returned home knowing that my next mission was clear: I had to share that unique cultural vibrancy with the USA through the lens of its liquid soul, Clairin.

TRL: What are some recent initiatives or products you’ve launched that have been particularly impactful?

We have a lot of releases throughout the year, but the one that stands out to me as of late is Hampden 1753. Hampden Estate stands alone in the spirits landscape, and the 1753 embodies its singular personality perfectly. As Hampden’s new flagship, it perfectly showcases the signature profile—the funk, the power, and the tropical fruit—but offered with a certain grace, making the distillery’s iconic, uncompromising style accessible to a wider audience. To me, this is the best bottle to really begin to explore and understand what makes Hampden Estate so special.

TRL: How do you educate consumers about your rum, and what’s the most important lesson they should take away?

I always tell people that saying “I don’t like rum” is like saying you don’t like sandwiches: The category is simply too vast for such a broad declaration. Whether you prefer a gooey Grilled Cheese, a savory Reuben, or a complex Banh Mi, your perfect style exists—you just haven’t found it yet! The best way to discover your preference is by exploring rum’s diverse regionality and distinct characteristics. Furthermore, start by “drinking distilleries”—master the core expressions put out by the producers themselves—before diving into the specific, nuanced world of Independent Bottlers and single casks.

TRL: How do you manage quality and consistency as your brand grows and enters new markets?

We stay true to our fundamentals: High quality liquid, producer as the protagonist, and always with the belief that good rum doesn’t need to be ‘fixed’ – our bottlings are always additive free with no coloring, no flavoring, no chemicals and no sugar added. 

TRL: Can you share a collaboration or partnership that helped elevate your brand to new levels? 

I have fantasies of collaborating on Shakara with Shakira cause #sipsdontlie but that’s probably a pipe dream…

TRL: What is your long-term vision for your rum brand, and how do you see your role in the evolution of the rum industry?

I have some tricks up my sleeve – “in due course” as they say!

TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?

Rum is always best shared with friends. True spirit enjoyment is less about the bottle itself and more about the community it creates. I love seeing folks bond over rum and travel to visit friends they’ve made over a shared love of the spirit. High quality liquid deserves to be shared with high quality companies, pushing back against the modern tendency toward isolation and creating moments of genuine connection and community. 

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

• IG: https://www.instagram.com/wheninrhum/ 

• Website: https://www.lmvusa.com/