Crafting Beyond the Bottle: The Vision of José J. Muñoz González, Founder of Ron Artesano

José J. Muñoz González, Founder & President of Artesano Rum Corporation, enters the rum world with a rare blend of qualities: nearly three decades of experience in advertising and marketing, a deeply creative mindset, and a business vision shaped from hands‑on design work to high‑level brand strategy. His professional journey — which began as a graphic designer and evolved into leadership roles building beer and rum brands — gave him a unique perspective on how product, culture, and experience intersect. 

But his story isn’t only professional. Muñoz describes himself first as a family man, married for 28 years and father to Seba and Lucas. That human dimension eventually pushed him to create something more personal, more intentional, and more rooted in craftsmanship. That’s how Ron Artesano was born: a project that transcends the rum category to become a platform where creativity, authenticity, and craft come together. Today, his role goes far beyond building a brand; it’s about creating a space where rum is the starting point — not the limit. 

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

Two major challenges defined our journey. 

The first was capital. We didn’t have traditional backing, and we were turned down many times. Instead of stopping, we went directly to the people. We launched two equity crowdfunding campaigns and raised over $315,000 from hundreds of believers. That didn’t just fund the brand—it validated it. 

The second challenge was alignment. Building something meaningful requires everyone to share the same vision, and that’s not always easy. Over time, I made the decision to fully take control of that vision and move forward with absolute clarity on what Artesano stands for. 

Both challenges forced us to become sharper, more intentional, and more resilient. In many ways, they shaped the brand as much as the liquid itself. 

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

Rum is going through a transformation. 

For years, it was seen as a volume-driven category. That’s changing. Consumers are starting to look at rum the same way they look at whiskey or wine—with curiosity, respect, and a willingness to explore. 

I believe the future of rum will be defined by three things: premiumization, storytelling, and experimentation.

First, premiumization—people are drinking less, but better. 

Second, storytelling—brands that connect with their audience on a cultural and emotional level will win. 

Third, experimentation—new aging techniques, blending philosophies, and formats that push the category forward. 

Puerto Rico has a unique opportunity to lead that evolution, not just as a producer, but as a cultural and creative force in the category. 

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

There was a moment early on that changed everything for me. 

During an investor presentation, someone pointed out that our labels were not perfectly aligned. At the time, I took it as a flaw, and it bothered me. 

So I went to the production floor and spent an entire day labeling bottles myself. By the end of the day, I realized something simple but powerful: when something is done by hand, it will never be perfect. 

That’s when it clicked. 

Instead of fighting it, I decided to embrace it. That became our philosophy: Perfectly Imperfect. 

Today, that “imperfection” is not a flaw—it’s proof of craftsmanship. It’s part of our identity. 

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

For me, it’s not a conflict—it’s a responsibility. 

Tradition gives us credibility. It connects us to the roots of rum, to Puerto Rico, and to the people who built this industry. Innovation is what keeps us relevant. 

We respect where rum comes from, but we’re not afraid to explore where it can go. Whether that’s through blending, finishing, packaging, or experiences, we’re constantly asking: how do we honor tradition while pushing boundaries? 

That balance is where the most interesting things happen. 

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

One of the most important moves we’ve made is creating Casa Artesano. 

It’s more than a bar—it’s a living expression of the brand. A place where people don’t just drink the product, they experience it. 

We’re building multiple layers within that space: tastings, cocktail classes, private events, boutique manufacturing, and immersive experiences. It’s becoming a direct connection between the brand and the consumer.

At the same time, we’re continuing to expand our product offering through limited releases and new expressions that align with our philosophy of craftsmanship and collectibility. 

Everything we’re doing is designed to turn consumers into advocates. 

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

Education, for us, starts with experience. 

You can explain rum all day, but real understanding comes when someone tastes it, compares it, and connects with it. 

We focus on guided tastings, storytelling, and creating moments where people can discover the product in a more intentional way. 

If there’s one thing I want people to take away, it’s this: rum is not just for mixing. It’s a category with depth, complexity, and character, and it deserves to be explored that way. 

It’s not about Artesano being better than every other brand. It’s about being different—and being honest about what we are. 

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

Growth can’t come at the expense of identity. 

We are very intentional about staying small-batch and hands-on. That allows us to maintain control over quality and ensure every bottle reflects what we stand for. 

Consistency doesn’t mean everything is identical—it means everything meets a standard. 

And that standard is simple: if it doesn’t feel right, it doesn’t go out. 

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

For us, partnerships are less about scale and more about alignment. 

The most impactful collaborations have been with people in hospitality—bartenders, chefs, operators, and educators who understand craft and care deeply about what they serve. Those relationships help us bring the brand to life in a very real way, not through advertising, but through experience. 

TRL: More recently, working with Joe Cabassa has been especially meaningful.

Joe brings a rare combination of knowledge, credibility, and global perspective to spirits education and hospitality. I believe his involvement will help take both Artesano and Casa Artesano to a new level by deepening the educational side of the brand and elevating the way people experience what we do. 

That’s where brands are truly built.

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?

Ron Artesano is still in the early chapters of its story, but the vision is very clear. 

I see Artesano becoming a global symbol of craftsmanship coming out of Puerto Rico—one that continues to grow through new expressions, new experiences, and deeper cultural relevance. 

More importantly, I want to help reposition rum—not just as a category, but as a cultural force. I want to contribute to a future where rum is discussed with the same respect, curiosity, and excitement that people bring to other great spirits. 

We’re building something that goes beyond a bottle. 

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

Slow down. 

Take the time to taste, compare, and understand what’s in your glass. Try it neat. Pay attention to how it evolves. 

The more you engage with rum, the more it gives back. 

It’s not about drinking more—it’s about experiencing better. 

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

You can find us at ronartesano.com and across social media at @ronartesanopr. 

But the best way to understand what we’re building is to experience it in person at Casa Artesano in Old San Juan, Puerto Rico. 

That’s where everything comes together.