Blending Heritage and Modernity with Hathi Spiced Rum: SACHIN PATEL

Sachin Patel is the founder of Hathi Spiced Rum, a premium spiced rum brand launching in 2024 alongside his wife, Kavita. As a second-generation Brit with South Asian roots, Sachin draws on his cultural heritage to create a rum that fuses vibrant South Asian tradition with British modernity. Hathi Spiced Rum is more than a drink; it is a celebration of identity, heritage, and evolution, reflecting the balance between his roots and his life in the UK. Let’s learn more about them in the following interview.

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

The biggest challenge we faced was replicating the recipes I had initially developed at home for commercial production. It was a time-intensive process that required working with multiple distilleries to find the perfect match that stayed true to our original vision and flavour profile. Through persistence, collaboration, and attention to detail, we eventually achieved a result that captured the essence of what we had envisioned for Hathi Spiced Rum.

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?

Over the next 5-10 years, we expect the rum market to continue evolving, with a strong shift toward diversification and premiumization. Consumers are becoming more discerning, seeking high-quality, authentic rums that tell a story—whether through cultural heritage, craftsmanship, or innovation. The demand for craft and artisanal products will grow, with flavoured and spiced rums gaining further traction as people explore new and exciting taste profiles. Sustainability and transparency will also be key drivers, as eco-conscious consumers look for brands that prioritise ethical sourcing and environmentally friendly practices. Ultimately, brands that can embrace these trends while delivering unique, memorable experiences will be the ones shaping the future of the industry.

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

One moment that significantly shaped our brand’s direction was witnessing the growing popularity of spiced and flavoured rums. We saw how these innovations were making rum more accessible and exciting for a wider audience, including those who might not have considered it before. This shift confirmed our belief that there was a real demand for premium spiced rums. It was a turning point for us—we knew we wanted Hathi to be part of this movement, not just by following the trend but by offering something truly unique. That’s why we focused on creating a product that stands out through its exceptional quality and deep cultural roots, ensuring it resonates with both new and seasoned rum enthusiasts.

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

Rum has a rich heritage, with cane spirits being one of the oldest forms of mass-consumed alcohol, and its roots in the Caribbean are deeply intertwined with its identity. We honour that tradition by using high-quality Caribbean rum as the foundation of Hathi Spiced Rum. At the same time, we innovate by blending it with unique and contemporary South Asian infusions that introduce unexpected flavours. This approach not only showcases the versatility of rum but also makes it more accessible, drawing in non-rum drinkers and inviting them to explore and appreciate this incredible spirit in new ways.

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

The most impactful initiative has been the launch of Hathi Spiced Rum itself. As a premium spiced rum, it’s not just a product, but a celebration of our South Asian heritage blended with Caribbean tradition. The infusion of bold, unique flavours has resonated with consumers looking for something distinctive in the market. We’ve focused on building a brand story that connects with people on a cultural and personal level, which has helped to create a loyal and growing customer base. Our efforts to engage through storytelling, community events, and collaborations have also helped amplify the brand’s reach and impact.

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

We educate consumers about Hathi Spiced Rum by focusing on experience—getting the product into their hands and encouraging them to try it. Many come in with preconceived notions about rum’s flavour profile, but they’re often pleasantly surprised by the unique and bold twists we’ve introduced. The most important lesson we want them to take away is that rum is incredibly versatile and can offer exciting, unexpected flavours. By challenging traditional perceptions, we’re opening the door to a whole new appreciation for the spirit.

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

Managing quality and consistency is paramount as we grow and eventually expand into new markets. We aim to achieve this by partnering with trusted distilleries and suppliers who share our commitment to high standards. Rigorous quality control measures will be in place at every stage of production, ensuring that each batch of Hathi Spiced Rum maintains the same flavour profile and authenticity.

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

We recently partnered with The Luxurist, a luxury lifestyle magazine for South Asians in the UK. This collaboration has helped to introduce Hathi Spiced Rum to a wider audience that aligns with our brand’s heritage and values. It not only helped us reach more potential consumers, but also turned many of them into passionate brand ambassadors. Their enthusiasm for Hathi has sparked organic growth, as they’ve shared our rum with an even larger audience, helping us elevate the brand to new heights.

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

Our long-term vision for Hathi Spiced Rum is to grow organically while enjoying the journey. Without external investment, we have the freedom to control the pace of our growth, carefully exploring new channels and collaborations that align with our values. We hope this flexible and thoughtful approach continues to serve us well. In the broader rum industry, we see ourselves as advocates, working to introduce non-rum drinkers to the category. By making rum approachable and exciting, we aim to build their confidence in exploring the wider world of rum, knowing they can always rely on Hathi as their trusted starting point.

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

Talk to people in the rum community. Whether it’s bartenders, producers, sales representatives, fellow enthusiasts, or industry insiders – each conversation offers valuable insights. Through our countless discussions with people behind the scenes, we’ve consistently expanded our knowledge and deepened our passion for rum. Nearly every conversation has taught us something new about this diverse spirit.

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

To learn more about our brand and discover our unique flavours, please visit:

Website: www.hathi-spirits.co.uk Instagram: https://www.instagram.com/hathi.spiced.rum/