A Rising Rum Influencer with a Worldwide Flair: MICHAEL ROMERO, aka CROCOMEC

At The Rum Lab, we’re always on the lookout for passionate voices shaping the future of rum culture — and today, we’re thrilled to introduce you to one of the most vibrant and creative personalities in the community: Michael Romero, widely known as Crocomec on social media.

Michael’s rum journey began with a bottle — or rather, with his older brother’s growing fascination with Jamaican rums. But it didn’t stop there. With a last name like Romero, it almost felt destined — Rum-ero! From that quirky coincidence, a deep appreciation for rum was born. Today, Michael shares his unique perspective on rum through content that blends personality, passion, and a generous dose of Caribbean spirit.

TRL: What was the biggest challenge you found when you began exploring the world of rum?

My living in Canada makes it very difficult to explore the world of rum. Especially in my province, Quebec, the government controls what alcohol comes in.

TRL: How do you see the rum market developing in the next 5 to 10 years? What trends excite you most as a consumer?

In the next 5 to 10 years, I can easily see the rum reaching the same rank as whisky. We see more and more Controlled Designation of Origins, more aged rums, etc. And as a consumer, I get excited to see different countries starting to distill their own rum, aged and blend imported rum. Giving more depth, different twists and bringing the rum to higher levels.

TRL: Are there any personal experiences with rum that have marked a turning point in your passion for this drink?

I have been active on Instagram for over 13 years, started like everybody else by sharing my everyday routines until I started concentrating on cooking where I starting gaining a good amount of followers and then, I had a friend that suggested that I start sharing cocktails and my love for rum. I started slowly, and I started gaining more followers and faster than I gained with the cooking but in 2024, I saw 1423 DK release a “24 days of rum” and I did everything to get it, but the fact that I was in Canada made impossible for me to get it. So I decided to come up with my own, with whatever bottles I could find locally and during my trips, and that’s when my Instagram account exploded. I consider that event, the project that put me on the Rum’s World map.

TRL: What do you value more: tradition or innovation in rummaking? Why?

Both! Tradition, because we need to know what was doing good in the past, to respect it; without the tradition we wouldn’t be here where we are right now. But innovation it’s also important, because that’s how we will be able to bring rum to higher levels, to reach new audiences.

TRL: Have you recently discovered any rum brands, bottles, or experiences that have surprised you?

Yes, plenty of them! At this moment, July 2025, what Famille Ricci, Distillerie Bonne Mère, Mainland Rum, Maison La Fumée, Naga Asian Rum, Pedro Mandinga rum, Ron Cihuatán, Ron Izalco, Ron Tawala . are all the most recent surprises that show the diversity possible in the world of rum. And don’t get me started on Rhum Arrangé!

TRL: How do you usually learn more about rum? Do you have any tips or resources you would recommend to other enthusiasts?

Social media is an easy way to keep ourselves up to date, but the best way is to attend Rum events, like Rum Fest. That’s where we could meet with distilleries, brands, rummeliers, ambassadors, people actually working in the industry and leading the rum in different directions.

TRL: What aspects do you consider when choosing a quality rum? Do you have any personal criteria?

I’m open to all the different rums that there is but if I have to pick one that will please my palate, I will have to go with an Agricole rum, aged and cask strength. That’s not for everyone!

TRL: Have you could participate in events, tastings, or brand collaborations? Are there any that have particularly left their mark on you?

At the beginning of the year, I decided to visit as many rum events as possible, and I did attended three so far: Paris, Long Beach in California and New York, Montreal is still to come in September. I was a judge for the blind taste competition for the Rhum Fest Awards in Paris and brand collaboration has become my bread and butter on Instagram! Even if all of them have left their mark on me, I gotta say that Rhum Fest Paris is the one that has impressed me the most.

TRL: What role would you like to play as a rum enthusiast in the evolution and dissemination of rum culture?

I would love to become a rum reference in Canada, and the entry point to Canada for rum brands from around the world.

TRL:  What advice would you give to someone just starting to become interested in rum?

To follow what they like, to advance in this universe at their own rhythm and to not be afraid to taste new brands, new expressions, innovative ways to make rum.

TRL: Where can we follow you or learn more about your rum passion? (Social media, blog, channel, etc.)