Elevating Craft Spirits with BIRA! Rum and 77 Spirits Inc.: KARL MUDZAMBA
Karl Mudzamba, originally from Zimbabwe and now based in Vancouver, BC, is a co-founder of 77 Spirits Inc., a Vancouver-based spirits importer committed to curating and distributing exceptional craft spirits.
One of the standout brands under his portfolio is BIRA!, an independent bottler of sugarcane spirits, which Karl co-owns. BIRA! is celebrated for highlighting the diversity and complexity of sugarcane-based spirits.
Recently, 77 Spirits Inc. expanded its offerings by taking on Bedford Park, another Canadian indie brand recognized for bottling premium Scotch and rum. Bedford Park successfully launched in the UK and will enter the Western Canadian market in the coming months. Karl and his team at 77 Spirits Inc. are proud to support and collaborate with innovative brands, contributing to the growth and appreciation of the craft spirits industry both locally and internationally.
TRL: What was the biggest challenge you faced in launching your rum brand, and how did you overcome it?
The biggest challenge I faced was trying to put all the moving parts together to launch BIRA! Canada is a notoriously tough market to operate in for spirit brands, especially new and small ones like ours. Every province has its own liquor board that acts independently of the rest. Some may have different requirements, which can make a national launch a slow and expensive process. Another thing to navigate is the high liquor taxes imposed by most of the provinces, except for Alberta.
This segment of the rum market we operate in attracts the highest taxes because of the high ABV (proof to Americans), we bottle at. The bulk rum we purchase is not cheap, so naturally the battle is a balance between an attempt to remain profitable and keeping prices approachable. Canada doesn’t have a mature rum market like say Europe. There are a lot more ‘rum knowledgeable’ consumers in Europe than here, so most of our marketing efforts are focused on education. Rum fights a stigma because a lot of consumers think rum should only be mixed. It is hard for them to fathom that rum can and rightly dine at the highest table, next to the finest spirits like whisky and cognac. It costs money to gain knowledge, so almost 4 years in, we have a better idea of where we need to direct our scarce promotion dollars to.
TRL: How do you see the rum market developing in the next 5-10 years, and what trends do you think will shape the future of the industry?
There is a definite trend towards premiumization that brands have adopted. In the sector we operate in, there are more indies entering the market, especially here in North America. When we launched in 2021, we were probably Canada’s only sugar cane spirits indie, so we were blazing a trail. We are pleased to see Bedford Park coming into the market here. This means there will be more premium rum available to Canadian consumers.
Looking across the border, there are a lot more indies there now than there were 5 years ago, again this is a good thing because for many years, North America and Canada in particular, did not have access to these kinds of rums. It follows the increased competition in this segment should improve product offerings by indies and hopefully keep prices reigned in, but I fear the prices will keep trending upwards.
TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?
As my appreciation and love for rum grew over the years, there was a growing desire for me to take part in the industry in some form. Naturally, I looked at distributing a brand or brands. I got close twice, but it turns out enthusiasm is not enough. It stung then, but I respect that considering what is at stake. I am also happy that happened because it drove me to start up BIRA! I have much more autonomy than I would have had if I imported an established brand. That said, we have picked up Bedford Park, and would always consider other small and unique brands open to working with us.
TRL: How do you balance tradition with innovation in your approach to rum-making or marketing?
To be honest, as I don’t make rum, what applies to me is how I source the rum we bottle. One of our brand’s objectives is to source rum from distilleries off rum’s beaten path. Marketing is honestly a learn-as-I-go. My background is in container terminal operations, where I still work, and for a few years, I was a professional rugby player. As you can see, I have no formal training in marketing, but I have learned I need to connect with people during events I host. This I find most enjoyable because I have made many friends in the industry. As I mentioned, my focus is on educating people about our rum first, then rum.
TRL: What are some recent initiatives or products you’ve launched that have been impactful?
We have 3 expressions to date, the South Pacific 12yr, a pot still Fijian rum made from molasses, and fully tropically aged. We then acquired two cane juice rums from the Mhoba Distillery in South Africa. These rums are both 4 years old, made on pot stills, and aged on the Lowveld, in two different casks, a South African Whisky cask and a Bourbon cask. The same juice went into both, so it was an opportunity for us to show consumers the effect wood has on rum. We enjoyed the status as Canada’s only indie for sugar cane spirits for a few years, so that helped bring attention to our brand.
TRL: How do you educate consumers about your rum, and what’s the most important lesson they should take away?
As I have mentioned above, I hold master classes. That is the most effective way because it is interactional. I also must acknowledge all the industry people who help in disseminating the message. They are our road warriors. The most important message is to know what you are drinking, even if it is not our rum. One must know what they are paying for so they can make informed buying decisions.
TRL: How do you manage quality and consistency as your brand grows and enters new markets?
I have a tasting panel I lean on, my business partner and wife Natasha Motsi and I. We work well together in picking the rums we want to bottle. It has worked well so far, and she signs the cheques!
TRL: Can you share a collaboration or partnership that helped elevate your brand to additional levels?
We have one that is still a work in progress. When the time comes, I’ll be able to share more about it and how it will elevate BIRA!
TRL: What is your long-term vision for your rum brand, and how do you see your role in the rum’s evolution industry?
My long-term goal is to be trusted by consumers to continue to source and bottle unique rums, in Canada especially. I also want to grow the global footprint of the brand.
TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?
Educate yourself and know what you are drinking, so you can make informed buying decisions.
TRL: How can people learn more about you? Website? Social media page?
