Rum Connoisseur

Interview Of The Week

CHRISTELLE TREUNOV

Brand Ambassador HSE

 

1. Who is Christelle Treunov?

Self-starter, explorer, rum aficionado. Challenges drive me. I have been based in NY since summer 2019 to support HSE growth within the US. Even though I am only 23 years old, I have decided to enter the industry 5 years ago. I graduated from the wine and spirits management program at KEDGE business school in Bordeaux and have the WSET 3 in wine. I find in wine and spirit a certain type of unmeasured treasure – the beauty of transmission from a generation to another, the know-how and traditions combined with innovation. I also love how close spirit production and history are related. You learn about spirits, you learn about a country.

 

2. Biggest achievement you personally feel you have accomplished for the rum industry.

I am very grateful and lucky to represent HSE, a premium and iconic brand coming from such a small territory: Martinique. I make day to day achievements – by spreading my knowledge, giving more visibility to the brand and educating professionals/final consumers in the US to new tastes and production methods. I think that helping people to understand the differences in tastes, regions and production methods is essential to the category.

 

3. What made you fall in love with rum and when did it happen?

I will always remember the first time I chew a sugar cane in Martinique at 5 years old. My first job was in wine marketing, but I rapidly developed a passion for spirits and started to acquire some knowledge through documentations and experts. I really got involved when I moved to Bordeaux and worked for La Martiniquaise. Doing marketing back then, I realized how obscure this category was for me and for a lot of people. After all, it is the passionate individuals that I met along the way who contributed to the where I am today.

 

4. What is that thing that makes you want to continue in the rum industry?

I am part of the new generation and I want to show millennial that rum is much more than 2 or 3 brands. It is a very dynamic category with a huge variety of taste profiles, whether it is aged or not, and made from molasses or sugar cane juice. I think there is rum for everyone.

 

5. Favorite Drink + Recipe

My current favorite recipe was introduced to me by Dane, owner of King Tai bar in Brooklyn. It’s made with 3 simple ingredients – rhum, sherry and amaro. Must try Life before Tiki:

– 1.5 oz of HSE VSOP

– .5 oz Lustau East India Sherry

– .5 oz Amaro Meletti

Add ice, Stir, Serve up and garnish with an Orange twist!

 

6. Where do you see the rum industry today and in the next 5 years?

Today, we see a lot of small distilleries popping here and there around the globe. I think new brands are adopting singular production methods which wider the category even more. This is giving consumers more opportunities to try rum and eventually get familiar with more brands. Prescription is also very important and because a lot of brands are investing to have people on the field, there is more interaction with final consumers. Hopefully in the next 5 years the premium category will finally rise thanks to an offer which matches the market demands.

 

7. What do you think needs to happen to grow the premium category of rum?

I think we are in a time where consumers are much more aware of their consumptions or at least are willing to know what they buy. With the regulation of production methods like the AOC Martinique, there is more transparency for consumers. I have seen more detailed labels on rum from all provenances. Along with traceability, helping consumers to know what they like will allow them to appropriate the category and make their buying decision based on their taste.

 

8. Which rum would you recommend a person that:

• Sipping a premium rum for the 1st time: HSE XO – very well balanced, rich aromas of cacao, mocha, tobacco and delicate spices
• Likes Scotch Whisky: HSE Highland finish – 10 yo, Vintage 2005, lovely hints of mint, eucalyptus and malted cereals.
• Likes Bourbon: HSE Black Sheriff – aged in first use Bourbon charred American oak, smooth and spiced
• Likes Gin or Vodka: HSE White 40 abv – crisp yet smooth, citrus, tropical and ripe cane notes
• Likes Cognac: HSE VSOP – candied fruits on the nose, roasted almonds, caramel, coffee and clove on the palate.

 

9. Share some (2-3) of your mentors and how they have helped you.

Cyrille Lawson – HSE sales director who was the first to introduce me to the Agricole category. He gave me the opportunity to see the whole process of rhum production in Martinique and educated me on rhum tasting.

Shannon Mustipher – Glady’s rum bar owner in Brooklyn and writer of Tiki: Modern Tropical Cocktails who helped me to get familiar to the NY rhum market and rhum main figures.

Jeremy Le Blanche – Head mixologist at Queensyard NY who reminds me every day the importance of details and innovation in his cocktails.

 

10. What 3-5 things do you have in your bucket list for the next 12 month?

– Expend the Agricole image and volume within more US states

– Have a very fun trip to Costa Rica (going there in 2 days!)

– Discover New Orleans and its festival

– Visit a couple of rum distilleries in the US

– Go back to Martinique to try the latest releases from the island

 

11. Any last words?

Never stop exploring. Thanks again for interviewing me. Please reach out if you want to know more about HSE.

 

12. How can people learn more about you? Website? Social Media Page

LinkedIn: https://www.linkedin.com/in/christelle-treunov-35712b115/

Instagram: https://www.instagram.com/cocktails_ny/

HSE website: https://www.rhum-hse.com/en/

______________________________________
Published by: TheRumLab.com
Author: Jose Hoffmann
Phone: +1 513-426-8813
email us here