From Fabric to Flavor: The Reinvention of David Reif Through Rum
David Reif grew up in the New York/New Jersey area, immersed in the family apparel business, where he was part of a fourth-generation legacy focused on design, production, and customer relationships. From an early age, he developed a strong appreciation for building products and understanding what customers truly value.
Early in his career, David also explored the hospitality world, opening his own 1950s-style diner and later managing two of New York City’s premier restaurants at the South Street Seaport. Those years sharpened his instincts for consumer experience, hospitality, and product presentation—skills that would later influence his approach to building brands.
Returning to the family business in the late 1990s, David helped grow RK Uniform into the largest plaid garment supplier in the United States. Over the years he led the school uniform division, overseeing design, production, inventory, and sales while maintaining a relentless focus on customer service and innovation.
During the COVID shutdown, David found himself exploring a new curiosity—rum. What began as an experiment aging rum in small oak barrels soon turned into a deep study of blending, flavor infusion, and maturation. After more than a year of experimenting with fruit infusions and barrel finishing, he created a flavor profile that felt truly unique.
That experiment eventually became Reif Rum, a brand built around the idea that rum can be both innovative and refined while still respecting the craft behind the spirit.
Outside of work, David enjoys traveling, cooking, practicing yoga, and sharing good food and drinks with family and friends. His philosophy is simple: life should be enjoyed, and the best experiences are the ones shared with others.
TRL: Can you briefly introduce yourself and your role in the rum industry?
My background is actually in the apparel industry, where I spent many years building and running businesses focused on design, production, and customer relationships.
During Covid, I had some time to explore something I always enjoyed—rum. What started as curiosity quickly turned into experimentation. I began aging rum in small oak barrels and infusing it with different fruits to see how the flavors would evolve.
Over time, the process became more refined, and that experimentation eventually led to the creation of Reif Rum.
Today, my role is really a mix of product development, brand building, and education. As a young brand, I’m involved in everything from flavor development to working with bartenders and introducing people to rum in new ways.
TRL: What was the biggest challenge you faced in launching your rum brand?
One of the biggest challenges is often people’s perception of rum.
For some consumers, rum is simply something you mix with cola or fruit juice, and that’s the end of the conversation. On the other side, you have enthusiasts who have been exploring rum for years and sometimes forget what their own palate was like when they first started that journey.
Launching a new rum brand means trying to meet people where they are. Some consumers are discovering rum for the first time, while others have very developed expectations about what rum should be.
Our approach has been to focus on flavor and experience. When people taste the rum, smell the aromas, and spend a moment with it, their perception often changes very quickly. It becomes less about categories and more about simply enjoying what’s in the glass.
TRL: How do you see the rum market evolving in the next 5–10 years?
I believe rum is entering a very exciting period. Consumers are becoming more curious about what they drink. They want to understand where spirits come from, how they are made, and what makes them unique. I think we will continue to see rum move further into the premium and sipping categories while still maintaining its incredible versatility in cocktails.
Rum is one of the most diverse spirits in the world, and I believe more people are beginning to discover that.
TRL: Can you share a personal moment that influenced your brand’s direction?
One of the moments that really helped shape the direction of the brand came during some of our early test marketing.
We had the opportunity to let people taste the rum and simply watch their reactions. What was interesting was seeing how different groups approached it. Some people immediately mixed it into cocktails because that’s how they were used to drinking rum. Others tasted it neat and were surprised by the complexity.
Watching those reactions reinforced something we had been thinking about from the beginning: we wanted to create a rum that could do both.
Our goal became creating a rum that is enjoyable to sip on its own but also versatile enough to work beautifully in cocktails. That approach allows people who are new to the category to discover rum comfortably, while still offering something interesting for people who are already deep into their rum journey.
Those early tastings really confirmed that we were heading in the right direction.
TRL: How do you balance tradition with innovation?
Rum has an incredible history and cultural heritage, and I have a lot of respect for the producers who have been making rum for generations.
At the same time, rum allows for a level of creativity that many other spirits don’t. For me, the balance starts with using a quality aged rum as the foundation. From there, thoughtful blending, infusion, and maturation can create new flavor experiences while still respecting the craft behind the spirit.
As I often say: “Rum is one of the most creative spirits in the world. It allows tradition and innovation to exist in the same glass.”
TRL: What recent initiatives or products have been particularly impactful?
One of the most rewarding parts of building the brand has been introducing people to rum in a new way.
Through tastings, events, and working closely with bartenders, we have been able to show people that rum can be enjoyed both in cocktails and as a sipping spirit.
Every time someone tastes the rum and says, “I didn’t know rum could taste like this,” it reminds me why we started this journey.
TRL: How do you educate consumers about your rum?
We are building this brand around a very simple philosophy: converting one person at a time.
At the end of the day, the best education is experience. You can talk about rum all day long, but the moment someone actually tastes it, that’s when perceptions begin to change.
There’s an old saying in the spirits industry — “liquid to lips.” Once people taste the rum, smell the aromas, and spend a moment with it, they often realize rum can be much more complex and enjoyable than they expected.
Our goal is simply to create those moments. One person at a time, one glass at a time.
TRL: How do you manage quality and consistency as your brand grows? Quality begins with patience.
As the brand grows, it becomes even more important to stay disciplined about the processes that created the original flavor profile.
We focus heavily on maintaining consistency in blending and maturation so that every bottle delivers the same experience.
Growth is exciting, but maintaining quality is what builds long-term trust with consumers.
TRL: Can you share a partnership that helped elevate your brand?
Bartenders have been some of the most important partners in our journey. They understand flavor at a very high level and are constantly experimenting with new cocktail ideas. Seeing how bartenders use our rum creatively has been both inspiring and educational for us as a brand. They play a huge role in introducing new spirits to consumers.
TRL: What is your long-term vision for your rum brand?
My long-term vision is simple: help people rediscover rum.
Rum is one of the most versatile and diverse spirits in the world, yet many people still think of it only as a cocktail ingredient. If we can help more people appreciate rum as both a sipping spirit and a creative cocktail base, then we’re moving the category forward in a meaningful way.
TRL: What advice would you give rum lovers to better understand the spirit? Slow down and explore it.
Start by smelling the rum, then take a small sip and let it sit on your palate before swallowing. Rum often reveals flavors like brown sugar, spice, fruit, and oak, and the more time you spend tasting it, the more those layers become noticeable. The experience becomes much richer when you take your time.
