A Tireless Advocate for Rum28 Co: MICHAEL BRYAN

Michael Bryan, Managing Director of Rum28 Co., has devoted his career to exploring the richness and complexity of rum—a spirit he regards as both historic and tragically underappreciated. His passion has taken him from Barbados to Belize, visiting distilleries to better understand the production methods that give rum its soul.

Backed by a strong academic foundation—including a Master’s degree in Brewing & Distilling from the renowned Heriot-Watt University in Edinburgh—Bryan also holds certifications from prestigious institutions such as the Institute of Brewing and Distilling, the Wine & Spirit Education Trust, and the Council of Whiskey Masters. Beyond his academic and professional achievements, he has published and presented internationally on advanced fermentation science, sensory evaluation, and the fight against counterfeiting in the global spirits trade.

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

The hardest part was cutting through the noise while staying true to our vision. The spirits space is saturated with fads, but we wanted to craft something that felt intentional, anchored in place, process, and people. That meant saying no to shortcuts, focusing on quality, and building relationships with partners who share our values. It’s slower, but that’s the point. Quality takes time. Trust takes time. We leaned into both.

TRL: How do you see the rum market developing in the next 5-10 years, and what trends do you think will shape the future of the industry?

We’re entering a long-overdue golden age for rum. Consumers are more curious, more discerning, and more willing to explore. Transparency, provenance, and authenticity will shape the future. People want to know what’s in the bottle, where it came from, and why it matters. I think we’ll see a continued rise in cask experimentation, regional expressions, and collaborations that push the category forward. Rum is no longer content to be a background player or a cocktail base; it has earned it’s place on the top shelf. When crafted and presented with care, rum stands alongside the world’s finest spirits.  

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

As a 100 Ton Captain with the U.S. Coast Guard and a PADI Course Director, I’ve spent much of my life exploring the Caribbean, above and below the surface. Those experiences shaped not just my love for the ocean, but my deep appreciation for the people, culture, and rhythms of island life.

In 2012, I was on a dive trip exploring the islands, and I found myself wandering the network of tiny rum shops tucked along the coast of Barbados. There, I sat down with a local producer who talked not just about rum, but about how the spirit reflects its landscape, its climate, its culture. He spoke of barrels breathing with the ocean, of fermentation influenced by the local terroir.

That moment stuck with me. It shifted how I thought about rum, not just as a product of technique, but as an expression of place and identity. That conversation became a foundational part of Rum28 Co.’s ethos: every bottle should carry a sense of place and purpose.

Over the years, my travels throughout the Caribbean and formal studies in Scotland have deepened my understanding of what makes a truly exceptional spirit. Beyond production, I’ve published extensively on spirits, presented at the 8th Distilled Spirits Conference in Edinburgh, and become recognized internationally as an authority on the growing problem of liquor counterfeiting. This issue directly threatens consumer trust and product integrity.

Rum28 Co. is the culmination of that entire journey. We seek out characterful rums and bring them to light with transparency, care, and craft. Our mission is to help more people discover the kind of honest, exceptional rum that often goes unseen, beyond the expected, beyond the ordinary.

TRL: How do you balance tradition with innovation in your approach to rum-making or marketing?

We see ourselves as both curators and creators. On the production side, we honor traditional methods, both column and pot still distillation, long fermentations, tropical aging, all the techniques that give rum its soul. But we pair that respect for craft with a willingness to innovate, whether that’s through unconventional cask finishes or more progressive blending approaches that push the category’s boundaries.

That same balance carries through in how we present the brand. We worked closely with an exceptional team of designers, specialists in packaging, typography, and visual storytelling, to craft a bottle that would feel both timeless and distinctly modern. Every detail was intentional. The weight of the glass, the tactile quality of the label, the embossed elements, even the tone of voice, all of it reflects the character of the rum inside.

We treated design as part of the storytelling process, not as an afterthought. The bottle had to signal to people that this was something worth paying attention to. Something serious, but not stuffy. Elevated, but still approachable. That’s how we bridge tradition and innovation, by grounding everything in purpose, and then building outward with imagination.

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

Our initial expression, the Extra Cask Strength Reserve, is a bold overproof rum that caught people off guard, in the best way. It’s approachable despite the proof, with a creamy, tiki-friendly flavor profile that’s turning heads. It’s already earning recognition from judges and mixologists alike for its versatility and depth. Recently earning gold medals at the Berlin International Spirits Competition, The Spirits Business Global Masters, Monterey International Spirits Competition, and International Distillers Challenge Spirits Competition. It set the tone for who we are: refined, surprising, and unapologetically rum-forward.

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

For us, education starts with storytelling and tasting. Every rum we release is rooted in context, where it comes from, how it’s made, and why we bottled it. That narrative is just as important as the flavor. We share that story through tastings, behind-the-scenes content, and direct conversations with our community, in person and through our mailing list and social platforms.

If there’s one thing I want people to take away, it’s this: not all rums are created equal. Look past the label. Ask questions. Seek out transparency. Rum has incredible depth and diversity. It just takes a bit of curiosity to uncover it. It’s a spirit that truly rewards attention.

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

We work in small, intentional batches. That gives us the control to ensure everything we release meets our craft spirit standards. It’s not all about chasing volume; it’s about cultivating excellence one cask at a time.

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 want Rum28 Co. to be a reference point in the premium rum space, not just for flavor, but for integrity. We’re here to show that rum can be every bit as nuanced, elegant, and collectible as the world’s finest spirits. That means growing deliberately, in a way that protects quality, deepens trust, and stays true to our values.

A key part of that vision is introducing limited-release offerings that showcase distinctive production stories—unique casks and experimental blends. These small-batch releases allow us to explore the full creative and cultural depth of rum, while offering our community something truly special to discover and share.

Education is also central to our mission. For me, it’s about being a connector, building context around the spirit and helping people better understand both the tradition and the innovation behind what they’re drinking. The more someone knows about where a rum comes from and how it’s made, the more they’ll respect it, and the more they’ll want to explore what this category truly has to offer.

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

Get out and taste more rum—find what best suits you. Rum is incredibly diverse, spanning light to over-proof blends; no single style defines it. The best way to understand rum is to try different styles, regions, and formats. Taste it neat, in cocktails, and side by side. And don’t let outdated perceptions hold you back. You might be surprised by what you end up enjoying.

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

The best way to connect is through our website, www.rum28.com , and on Instagram https://www.instagram.com/rum28co/ . That’s where we share what we’re working on, stories behind the rum, upcoming releases, a look inside our process, and a few great cocktails along the way. If you’re curious about rum or looking for something real, we’d love to have you join the adventure with us.