Eekh Rum, Director & CEO: SIMRAN SINGH

TRL: Who is Simran Singh?

I’m Simran Singh, an educator in beverages and a devoted enthusiast of brown spirits. My journey has been about exploring and understanding the intricacies of various alcoholic drinks, and I’m passionate about diving deeper into the alco-bev industry.

TRL: What does the rum mean to you? What made you fall in love with rum and when did it happen?

Rum is something I’ve grown incredibly passionate about. This interest sparked in 2020 when I was exploring different spirits within the alco-bev segment. Initially, I wasn’t sure about rum as a category, but the more I dug into it, the more it captivated me. Now, I can’t imagine my journey without it.

TRL: Three essential characteristics that define the rum according to your perspective.

For me, rum is defined by its flavor, color, and age. The flavor of rum can range from sweet and fruity to deep and complex, depending on the ingredients and the distillation process. The color, often influenced by the aging process, gives a visual cue to its depth and character. Finally, age is a crucial factor—it tells the story of the rum, from the barrel to the bottle, and adds layers of sophistication and maturity to the spirit.

TRL: What is the most important contribution you have made in the rum industry?

One of my proudest contributions is introducing Eekh Agricultural Rum, a unique pure cane spirit, to the Indian market. It’s a one-of-a-kind product that I believe will pave the way for more innovative offerings in the future. And yes, there’s more in the pipeline.

TRL: Benefits that the rum industry has given you.

The rum industry in India is still relatively unexplored, which means there’s so much potential and so many opportunities to experiment. This space has given me the freedom to innovate and create something that can truly stand out.

TRL: What´s  another thing you are passionate about, in addition to rum? Why?

Aside from rum, I’ve always been drawn to single malt whiskies from India and around the world. I also have a deep interest in indigenous beverages native to India. There’s still so much to explore in this area, and I’m excited about the possibilities.

TRL: What is your favorite place for drinking rum?

I don’t have a specific favorite place yet, but I’m always on the lookout for the perfect spot to enjoy a good rum.

TRL: Favorite drink + Recipe

I’m more of an “on the rocks” person, so my go-to is 60 ml of Eekh Rum over four cubes of ice, or sometimes a single big block of ice. Simple and pure.

TRL: Why is it important to educate the rum consumer?

India is a huge market for rum, and most consumers aren’t even aware of it. Unfortunately, rum in India has often been underestimated and lumped into the category of cheap or country liquor. Educating consumers about the different types of rum and the quality variations—just like we do with whisky or brandy—can help shift this perception and elevate the status of rum.

TRL: Any tips to train the palate and taste a good premium rum?

Start by tasting a variety of rums from different regions and aging processes. Take your time to savor the aromas, flavors, and the finish. Pay attention to the subtle notes and how they evolve as the rum breathes. And, of course, always taste with an open mind.

TRL: How can the rum contribute to improving the crisis in some countries?

Rum production in sugarcane-rich regions has the potential to significantly boost local economies and address socio-economic challenges. In India, states like Uttar Pradesh, Maharashtra, and Karnataka could see job creation across the entire supply chain—from sugarcane farming to rum distillation. This not only provides livelihoods but also stimulates related industries, such as transportation, packaging, and marketing.

In countries like Jamaica, Cuba, and the Dominican Republic, rum production is an economic cornerstone, offering a stable market for sugarcane and supporting agricultural communities. Additionally, rum distilleries often attract tourism, further driving economic growth by supporting local businesses. On a global scale, the rum industry can promote sustainable agricultural practices, such as organic farming and efficient water use, ensuring long-term viability for both the sugarcane and rum sectors. In economically struggling regions, a thriving rum industry can serve as an economic lifeline, creating jobs, generating revenue, and attracting investment, particularly in rural areas where opportunities are scarce.

TRL: Is the commitment to sustainable development the key to success for the permanence of the rum industry in the world? Why?

Absolutely. Sustainable development is crucial for the rum industry’s future. By focusing on eco-friendly practices, from sugarcane farming to distillation, the industry can reduce its environmental impact and ensure that it remains viable for generations to come. It’s not just about making great rum—it’s about doing it in a way that respects the planet and the people involved.

TRL: Who would like to meet in the rum industry? What would you say to him/her?

There are so many people I’d love to meet, but one person who stands out is Ian Burrell, the global ambassador for rum. I’d love to sit down with him, learn from his experiences, and discuss the future of rum. I’d also love to connect with various brand founders, owners, and distillers to exchange ideas and insights.

TRL: What are your next goals in the rum industry?

I have some exciting plans for the works, but you’ll have to wait and see. I promise it’ll be worth the wait.

TRL: Plans you have when you leave the rum industry.

I haven’t thought about leaving yet—I’ve just started this journey, and I’m loving every moment.

TRL: Why is the role of the bartender important in the rum industry?

Bartenders are vital for every spirit, not just rum. When we look back at the 1920s, bartenders were the ones who crafted some of the most iconic rum and bourbon cocktails. Today, though, rum cocktails aren’t as prominent in bars. I’d love to see bartenders experiment more with rum again, reviving those classic cocktails and creating new ones.

TRL: What is your advice for new generations in the rum industry?

The world of rum is vast and full of untapped potential. As someone passionate about this spirit, I encourage the next generation to dive deep and explore every facet of rum-making. Don’t be afraid to push your boundaries—whether it’s experimenting with unconventional ingredients, aging techniques, or innovative distillation methods. The rum industry thrives on creativity and innovation, and there’s always room for new ideas that challenge the status quo.

TRL: How can people learn more about you? Website? Social media page? You can follow me on Instagram to stay updated @therealsim.rum @eekhrum
www.eekhrum.com