Famille Ricci Rhum, Founder and CEO: MORGAN RICCI

TRL: Who is Morgan Ricci?

I am Morgan Ricci, founder of the family-owned company Famille Ricci, an independent rum bottler based in the south of France in Mougins. I am a passionate individual who wants to turn his passion into his profession and share his philosophy and expertise with customers.

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

Rum is a spirit with remarkable diversity, bringing together various cultures with distinct styles. What I appreciated most was seeing this multicultural side that rum embodies, as well as the fact that it allows for immense creativity in the craft.

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

Culture, tradition, emotion.

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

It’s about showcasing the art of blending. By bringing together rums from different regions and origins, we add complexity and elevate the tasting experience to an even higher level.

TRL: Benefits that the rum industry has given you.

A lot of encounters, especially with people, sharing experiences. It’s always a pleasure to see each distillery’s craftsmanship and philosophy. There are 50,000 ways to think about, approach, and make rum, and that’s what truly captivated me the most.

TRL: What’s another thing you are passionate about besides rum? Why?

We’re staying within the realm of spirits, but I am passionate about all kinds of spirits. In the end, when you enjoy a fine bottle, it’s not just about tasting the alcohol itself—it’s about savoring all the work behind it, starting from the raw ingredients, the way they’ve been handled, the production methods that follow tradition, and the innovations introduced along the way. Through each bottle, you can feel the craftsmanship and the philosophy of every person who worked on the spirit, and it is fascinating.

TRL: What is your favorite place for drinking rum?

After a good meal with friends, when there’s a bit of time to chat, you step aside a little, holding that lovely glass that accompanies this moment of conversation. When you take the time, yes, it’s even more enjoyable.

TRL: Favorite drink + Recipe

Without hesitation, the daiquiri—is simple and effective, with a rum that packs a punch!

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

What’s important is to welcome them with an accessible spirit. There’s no point in having someone new to this field taste a cask-strength spirit; that would just lose them. Instead, you should start them off with more approachable options and gradually guide them up the ladder so they can eventually appreciate more refined choices.

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

To learn how to taste a good spirit, I recommend looking into books, especially those by Cyril Mald, who has published some excellent and very interesting works that teach tasting techniques. Once you have the tasting technique down, it’s important to take your time and, above all, keep an open mind to truly appreciate the components of the spirit you’re drinking.

The technique I used to decipher what I was drinking was to imagine an aroma wheel. I start with a general wheel to determine whether I’m sensing fruit, floral notes, or something woody, and then, once I’ve identified the broader categories, I narrow it down to more specific details. For example, if I identify fruit, I visualize the fruit aroma wheel to pinpoint which fruit I’ve detected, and so on.

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

I see two reasons: an economic contribution and a social contribution. The economic contribution comes from creating jobs in producing countries, which boosts tourism, attracting customers and generating wealth in certain regions. As for the social aspect, rum is all about sharing. It’s nice to come together to taste and discuss current issues over a drink, creating moments of camaraderie where we can forget about daily worries.

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

Yes, sustainable development is essential for the longevity of this great industry, provided that things are done intelligently.

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

I’ve already met many people I wanted to meet. I don’t want to name anyone in particular because, for me, each person is interesting for different reasons. What’s great is seeing the diversity of thoughts and expertise. It’s important to engage with everyone, as you can find something valuable in each individual, and that’s how we enrich ourselves the most.

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

The next aim would be to develop, why not, a designation in the southeast of France, but that depends on finding the right sugar cane suited to our terroir and climate. It also requires having several stakeholders who want to move in this direction to create synergy. This is a project that excites me because there are wonderful opportunities to explore, with great perspectives and a strong identity to establish.

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

The role of the bartender is important because they create moments of emotion through their creations. They also help explore pairings between rums and other flavors, such as herbs or spices. What’s interesting is the pleasure of enjoying a cocktail that is both creative and balanced, taking us on a journey. Ultimately, the bartender acts as an ambassador, reaching a wide audience and showcasing the world of rum through their cocktails.

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

If they enter this field out of passion, they need to pursue their ideas wholeheartedly, stay true to their convictions, and let nothing hinder them from following those beliefs. Determination is essential. However, it’s also important to respect the craftsmanship, and the work done by those before us because rum is also about history and tradition. We should draw inspiration from that, even as we embrace creativity in our approaches.

TRL: How can people learn more about you? Website? Social media page? You can find us on social media: @famillericci_rhum for Instagram and www.famillericci.com for our website. You can also come to visit us directly in Mougins. We will open a distillery pretty soon. And on Facebook at Famille Ricci.