Commercial Director of Cartavio Rum Company: RAFAEL CISNEROS

TRL: Who is Rafael Cisneros?
My name is Rafael Cisneros and I’m the Commercial Director of Cartavio Rum Company, a company that produces and commercializes alcoholic beverages and is the leader of the spirits market in Perú (40% SOM). I have over twenty years of experience in the commercial area, working in prestige companies of massive consumption.

TRL: What does the rum mean to you? What made you fall in love with rum and when did it happen?
For me, rum is one of the best spirits in the world, because it’s very flexible to mix with different mixers to make extraordinary cocktails and the rum has a better flavor to drink straight compared to other spirits.

TRL: Three essential characteristics that define the rum according to your perspective.
– Personality.
– Body.
– Flexibility.

TRL: What is the most important contribution you have made to the rum industry?
My contribution to the rum industry is to make different commercial actions to the liquor consumed and, because of that, the consumption per capita of rums in Perú has increased from 260 ml in the year 2011 to 480 ml in 2023.

TRL: Benefits that the rum industry has given you.
The major benefit that the rum industry has given me is to know this exciting world of spirits that is very dynamic and competitive.

TRL: What’s another thing you are passionate about besides rum? Why?
I have many things that I love to do, like spending time with my family, playing soccer, and traveling.

TRL: What is your favorite place for drinking rum?
My favorite place to drink rum is at my home with my family and friends.

TRL: Favorite drink + Recipe.
My favorite recipe is “Chilcano de Ron ‘’ which is a really easy cocktail made with rum, ice, and ginger ale (the Ginger Ale proportion is the same as the cola in the Cuba Libre cocktail).

TRL: Why is it important to educate the rum consumer?
Because the consumer may know what is drinking, and knows all about the rum benefits (flavor, body, drinkability, age, and more).

TRL: Any tips to train the palate and taste a good premium rum?
My tip to train the palate to taste premium rum is to drink it straight and then blow. You will sense all the rum flavors on your tongue.

TRL: What are your next goals in the rum industry?
Our next goal in the rum industry is to increase consumption, taking new consumers and foment new moments and different ways to drink it.

TRL: What is your advice for new generations in the rum industry?
First, my advice to the new generations is that they have to drink in moderation, and have rum as their favorite spirit because it has the flexibility to mix it and the best flavor to drink it straight.

TRL: How can people learn more about you? Website? Social media page?https://cartaviorumco.pe/landing
https://www.instagram.com/ron.cartavio/