From Bartender to Industry Leader: The Rum Journey of Randolpth Ascaris Sánchez
With a career that began in the late 1990s, Randolpth Ascaris Sánchez has built a solid and multifaceted path within the rum industry. His journey started from the ground up, working as a bartender at private events while studying Marketing and Graphic Design. This combination of hands-on experience and academic training led him into the corporate world as a Junior Brand Manager, where he managed portfolios of wines, whiskey, and other spirits.
His performance quickly propelled him into the role of Brand Manager, a position in which he deepened his specialization in spirits and led key strategies across both retail and HORECA channels. Today, as CEO of Panamá Rum Fest and Rones de Origen, Sánchez has become an influential figure in the promotion, education, and positioning of Latin American rum, bringing a strategic vision that connects tradition, branding, and culture.
TRL: What was the biggest challenge you faced in launching your brand, and how did you overcome it?
After this period of growth, following the closure of the second liquor company where I worked, circumstances led me to explore sectors such as hospitality and restaurants for the next two years. However, with the arrival of the pandemic and the global pause, I decided to return to my roots and delve deeper into the research of Panamanian rums. I identified the emergence of multiple local labels for both domestic and international consumption, a phenomenon I dubbed the ‘Rumvolution’ of Panamanian brands. Motivated by the desire to share this knowledge, I founded Rones de Origen Panamá: a virtual catalog and Instagram community dedicated to showcasing and promoting the richness of our spirits.
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 faces the same challenges as other spirits in an era marked by the trend towards responsible or alcohol-free consumption. Given this scenario, I believe there are strategic pillars that brands must prioritize: transparency regarding the product’s origin; versatility to innovate from the raw materials themselves; a clear focus on the target consumer; production capacity to guarantee supply; and, above all, ongoing education aimed at both professionals and the end consumer.
TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?
To solidify this experience, I decided to further my technical training by obtaining Rommelier certification from the Asociación Iberoamericana de Ronmeliers. This step not only broadened my knowledge but also allowed me to better integrate into global communities, such as Unidos por el Ron, of which I am a part. With this network of contacts and recognizing the need to educate local consumers, in 2022 I founded Panama Rum Fest, an event that brings together the best sugarcane spirit brands and has maintained steady growth in both exhibitors and audience. Currently, I share this work as an associate partner of Rum Fest Colombia.”
TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?
One of my greatest contributions to the industry has been the launch of my book, ”Rones de Origen Panamá: Nuestra Historia’ This work, focused on rum education based on the concept of terroir, was officially presented at the 2024 Panama Rum Fest. Thanks to its documentary value, it was awarded Best Rum Book at the prestigious 2025 Gourmand Awards (Portugal), establishing itself as a fundamental tool for our identity as a rum-producing country. I am currently working on the second edition, which will expand this legacy with in-depth research on the country’s historic distilleries, exclusive interviews with industry figures, and a record of new and emerging distilleries.
TRL: Can you share a collaboration or partnership that helped elevate your brand to new levels?
I am convinced that partnerships are the driving force behind creating a global community that speaks the same language and amplifies our stories. In this sense, our partnership with Women Leading Rum & Spirits is fundamental; it strengthens the foundation for dignifying the role of women in the sector. Through this collaboration, we seek to empower women in the rum and spirits industry, promoting equal opportunities, visibility, and women’s leadership as part of each of our projects.
TRL: How can people learn more about you? Website? Social media page?
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