Welcome to a fascinating conversation between two leading experts in the world of rum: Niels Benschop and Fede Hernandez, available completely via Streaming and Podcast. Discover the secrets of rum.
Niels is the representative of E&A Scheer, a renowned company dedicated to the production of high quality rums, while Fede is a passionate rum lover, director of TheRumLab.com and collaborator of E&A. Join us on this informative tour as we explore the secrets and the latest trends in the world of rum with these two experts.
One of the highlights of E&A is its focus on quality and sustainability in rum production. The company has earned an enviable reputation thanks to its commitment to excellence at every stage of the rum-making process.
During the conversation with E&A representative Niels Benschop, we were able to discover some of the fundamental pillars that support his focus on quality. One of E&A’s key strategies is to establish long-term relationships with trusted suppliers around the world. Instead of constantly looking for new suppliers, the company values continuity and trust in its business relationships. This allows them to ensure the consistent quality of the ingredients used in rum production.
In addition, Niels told us about the personal visits they make to the distilleries and associated plantations. These visits allow them to know first-hand the cultivation, fermentation and distillation processes used. It also gives them the opportunity to establish direct communication with producers and ensure that quality standards are met rigorously.
Sustainability is another key aspect in E&A. The company recognizes the importance of protecting the environment and contributing positively to the communities in which it operates. They worry about events that may affect rum production and supply, such as climate change and scarcity of natural resources. In response to this, they implement sustainable practices in their operations, such as the responsible use of water and energy, as well as the proper management of waste.
The combination of a focus on quality and sustainability has enabled E&A to maintain high standards in rum production and ensure customer satisfaction. Their commitment to excellence is reflected in every bottle they produce, making them a benchmark in the rum industry.
During the conversation with Fede Hernandez, a key participant in the rum industry, we explored the emerging trends that are shaping the market today. These trends reveal significant changes in consumer preferences and demands, as well as exciting opportunities for rum producers.
One of the prominent trends is the growing interest in premium quality and artisanal rums. Consumers are looking for unique experiences and distinctive flavors, which has led to an increase in demand for carefully crafted and aged rums. Fede mentioned the importance of the mastery of the distiller and the selection of high quality ingredients to create exceptional rums that meet the expectations of connoisseurs.
In addition, we have seen an increase in the popularity of canned cocktails. This trend reflects the growing demand for convenient, ready-to-drink options, especially among younger consumers. Rum makers are adapting their products to meet this demand, offering high-quality canned cocktails that combine convenience and flavor.
Another emerging trend is the focus on sustainability and social responsibility. Consumers are showing greater awareness of the environmental impact of the products they consume, and this is reflected in their choice of sustainable and ethically produced rums. Rum producers are implementing sustainable practices in their operations and promoting social responsibility initiatives to meet this demand and contribute to the well-being of the planet.
Finally, Fede highlighted the growing interest in rums from less traditional countries. Consumers are exploring beyond the classic rums of countries like Jamaica and Cuba, and are open to discovering new expressions of countries like Vietnam, Cambodia and Australia. This has created an exciting opportunity for rum producers in these emerging countries, who are introducing unique and distinctive rum flavours and profiles to the market.
The presence of Batavia rum was highlighted as an intriguing and little known option within the industry. Let’s review in more detail the characteristics and unique appeal of this type of rum.
Batavia rum is native to the former Dutch colonies in Indonesia, and is distinguished by its fermentation and distillation process. Unlike other rums that use molasses as a base, Batavia rum employs a special yeast that ferments red rice, bringing distinctive earthy and vegetable notes to the final product.
The distillation of Batavia rum is carried out in column stills, known as “spot stills”. This technique contributes to obtaining a high quality rum with complex flavors and a smooth texture. After distillation, the rum is aged in teak barrels, which adds additional characteristics and softens its flavor.
The appeal of Batavia rum lies in its unique flavor profile and historical connection to the former Dutch colonies in Indonesia. This drink evokes a sense of exoticism and adventure, transporting consumers to bygone times and distant places. In addition, its exclusivity and rarity contribute to its appeal to rum connoisseurs and spirits enthusiasts.
Although Batavia rum may not be widely known in some markets, Fede mentioned that in countries like Sweden, it is appreciated and enjoyed on special occasions, such as National King’s Day. Traditional cocktails, such as “Sponge and Punch”, have helped popularize the consumption of Batavia rum in those places.
Niels Benschop, mentions some emerging and exciting trends in the rum industry. We dig deeper into these trends and how they are shaping the current market landscape.
One of the most prominent trends is the emergence of new origins and styles of rum. Niels referred to distillates from countries such as Vietnam and Cambodia, which are gaining recognition for their unique flavors and quality. This geographical diversification has expanded the options available to consumers and generated renewed interest in exploring rums from different parts of the world.
Another trend that has been observed is the increase in demand for premium rums. Consumers are willing to invest in high-quality experiences and enjoy rums that offer more complex and refined flavor profiles. This demand has led to the creation of exclusive brands and expressions, aged for long periods and with carefully selected production methods.
In addition, significant growth has been observed in the segment of canned cocktails and premium cocktails. Consumers are looking for convenience and quality in their beverage choices, and canned cocktails have gained popularity as an accessible, ready-to-eat form. Rum makers are responding to this growing demand by offering high-quality premixed cocktails, using premium ingredients and elaborate recipes.
Another important aspect is the influence of cocktail trends on the rum market. Consumers are experimenting with new flavors, ingredients and techniques to create innovative and exciting cocktails. This has led to the exploration of alternative botanical infusions and distillation techniques, which has driven the emergence of new rum styles and bolder flavor options.
One of Niels’ highlights was the importance of transparency and collaboration in the rum industry. Let’s delve into this topic and learn how these practices are driving the growth and success of rum brands.
Transparency has become a core value for many rum brands. Consumers are increasingly interested in knowing the origin of the ingredients, the production methods and the traceability of the products they consume. Brands that commit to being transparent in their manufacturing process and in the information provided about their products are gaining the trust of consumers and building strong relationships with them.
Furthermore, collaboration between different players in the rum industry has proven to be a successful strategy. Niels cited examples of collaborations between distilleries and rum brands, where they share knowledge, resources and experiences to create unique, high-quality products. These collaborations not only foster innovation, but also strengthen the reputation and credibility of the brands involved.
The collaboration also extends to the promotion and marketing of rum products. In the rum industry, examples have been seen of collaborations between brands, distilleries, and rum events or festivals. These partnerships enable greater brand visibility, exposure to new markets and the creation of shared experiences for consumers.
Another form of collaboration that has become more relevant is collaboration with experts and thought leaders in the industry. Rum brands seek to partner with ambassadors, recognized bartenders and specialized critics to promote their products and increase their visibility. These collaborations help spread rum knowledge and appreciation, while creating meaningful connections with consumers.
The rum industry is constantly evolving and adapting to new trends and consumer demands. One of the main trends in the rum industry is the growth of the premium segment. Consumers are willing to pay more for high-quality experiences and exclusive products. Rum brands are responding to this demand by offering aged rums, limited editions and luxury expressions that capture the attention of rum connoisseurs and aficionados. This trend towards the premium segment opens up new opportunities for differentiation and the creation of high-value products.
Another trend gaining momentum is interest in rums from new countries and regions. Consumers are looking for new and exciting experiences, and this is reflected in the exploration of rums from less traditional countries in rum production. Rums from countries such as Vietnam, Cambodia, Australia and Hawaii are catching the eye with their unique flavor profiles and innovative production techniques.
In addition, the trend towards sustainability and responsible production is gaining ground in the industry. Consumers are increasingly concerned about the environmental and social impact of the products they consume. Rum brands are responding to this demand by adopting sustainable practices in their production processes, using local ingredients and supporting sugarcane producing communities. These actions not only generate a positive impact, but also attract consumers who value sustainability.
Finally, innovation in the rum category is also on the rise. Brands are experimenting with new distillation methods, alternative aging barrels and creative blending techniques to deliver unique and exciting products. The introduction of flavored and spiced rums is also gaining popularity, especially in markets like the UK.
Collaboration between brands and distilleries is an increasingly prominent trend in the rum industry. Let’s look at the role of collaborations and how they are driving innovation and growth in the rum market.
Collaborations in the rum industry can take various forms. A common form of collaboration is the association between rum brands and distilleries. These collaborations allow brands to access the skills and knowledge of established distilleries to create unique, high-quality rums. By partnering with renowned distilleries, brands can benefit from their expertise in producing, aging and blending rums.
Another form of collaboration is the partnership between rum brands and other industry players, such as winemakers, spice producers or infusion experts. These collaborations can result in rums with unique flavors and aromatic profiles, which appeal to a diverse audience and offer new flavor experiences.
In addition, collaborations can also occur between rum brands and other companies or industries. For example, collaborations can be established with glass manufacturers to create unique bottle designs, or with renowned bartenders and mixologists to develop unique cocktail recipes. These partnerships enable rum brands to expand their reach and reach new audiences through innovative products and experiences.
Collaborations in the rum industry not only drive innovation, but also provide joint marketing and promotion opportunities. By working together, brands can leverage their respective networks and audiences to create greater visibility and generate interest in their collaborative products. Collaborations can also generate excitement and anticipation among consumers as they combine the reputation and expertise of multiple industry players.
The conversation between Niels and Federico has given us a fascinating insight into the rum industry and the current trends that are shaping it. Through their dialogue, we have learned about the importance of innovation, the diversity of rum styles and the relevance of collaborations.
We have learned the importance of innovation in the rum industry. From experimenting with new ingredients and distillation techniques to creating unique flavors and aromatic profiles, rum brands are constantly looking for ways to surprise and delight consumers. Incorporating exotic ingredients and using unusual aging barrels are examples of how boundaries are being pushed to deliver unique sensory experiences.
We have also discovered the diversity of rum styles that exist around the world. From the light and fresh rums of the Caribbean islands to the dark and aged rums of Latin America, each region has its own distinctive hallmark in terms of production and flavor profiles. This diversity offers rum lovers a wide range of options to explore and enjoy.
Another highlight in the conversation is the role of collaborations in the rum industry. Collaborations between rum brands, distilleries and other industry players foster creativity, innovation and joint promotion. Through these partnerships, unique products can be created, innovative cocktail recipes can be developed, and the strengths and expertise of different stakeholders can be leveraged to elevate the quality and diversity of the rum offering.
Remember to watch this entire conversation via Streaming or listen to it whenever you like via Podcast.
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