Founder & CEO of Candela Mamajuana: ALEJANDRO RUSSO
Alejandro Russo is the Founder of Miami-based Candela Mamajuana. As the CEO, he passionately uses his background in entrepreneurship and leadership in creating this brand that is well-recognized for making the Dominican Republic’s legendary native drink a household name. He founded his first company at 19 and hasn’t stopped since. His previous companies that have been acquired include SoyGourmet.com and Klooff. Alejandro graduated from Universidad Adolfo Ibanez with a BS in Business and Finance. He currently resides in Miami.
Candela, meaning “on fire” in Spanish slang, is the finest expression of Mamajuana, the Dominican Republic’s native spiced rum. Known for its smooth, sweet taste of the finest rum, exotic spices, and honey, this spirit is made with all-natural ingredients and distilled from fresh-pressed sugarcane in its native country. Candela was created in 2016 after Russo enjoyed it on the island (but couldn’t take it home) and is now distributed throughout Florida, California, New York and the Dominican Republic. More details on the brand can be found here. www.drinkcandela.com
TRL: What does the rum mean for you? What made you fall in love with rum and when did it happen?
Rum is the quintessential vacation drink. There’s no other spirit that can compete. Mojitos, Piña Coladas, Daiquiris, Mai-Tais, Cuba Libres, Coco Locos, are all made with rum! Just one sip of a good, fresh Piña Colada and it’s like “Ahh, vacation has begun”.
Now, mamajuana is a very special type of spiced rum. I was fascinated by the drink served to me at a hotel bar in the Dominican Republic. It became my daily ritual. When my trip was over, I was surprised to find out that I could not buy this and take it home with me. Millions of people were drinking mamajuana every year, yet there wasn’t a brand making it. That’s how the idea to bring the finest expression of this iconic Dominican drink to the rest of the world was born.
TRL: Three essential characteristics that define the rum according to your perspective.
Candela is unlike any other rums for very simple, yet important reasons:
- It’s spiced with mamajuana, a unique blend of native spices from the Dominican Republic. There’s no other brand infusing their rum with mamajuana the way Candela is. Our signature mamajuana blend is what makes Candela shine.
- Our rum is made with fresh sugarcane juice, not molasses – all estate grown in the Dominican Republic. Our production process is as farm-to-bottle as possible. When people taste our rum they cannot believe how smooth it is. It blows their minds.
- Our rum is aged in ex-Bourbon casks. Not only is our rum smooth, but it also has a strong body and very distinct personality. It’s one of the reasons why we have so many loyal fans.
TRL: What is the most important contribution you have made in the rum industry?
I’ve barely scratched the surface! However, the most important contribution I’ve made to date is uncovering this hidden gem called mamajuana. It’s a drink with centuries of history behind it. Millions of people drink it every year – yet most people outside of the Dominican Republic have never even heard of it. Candela is creating this entirely new category of rum. Decades from now we’ll look back and be amazed by how before Candela no one else had thought of this.
I’m on a quest to make Candela Mamajuana a household name across the United States. Candela will be a force of progress for the Dominican Republic and its amazing people. We’re working on programs around social empowerment, as well as environmental initiatives.
TRL: Benefits that the rum industry has given you.
There are wonderful people in this industry and I’ve had the pleasure of meeting some of the funniest, kindest souls out there. And also, let’s not forget that most rums come from beautiful places. In my case, it’s been a dream being able to live in the Dominican Republic, discover this wonderful island and everything it has to offer. Some of the most jaw-dropping places I’ve ever seen are there, ready to be enjoyed. It really is paradise.
TRL: What’s another thing you are passionate about, in addition to rum? Why?
I am passionate about helping other fellow entrepreneurs. Starting a business is hard, so I always try to help in any way I can. I feel everyone that’s had some success should do the same. Make introductions, become a customer, offer honest feedback, dedicate some time to answer questions and to share your experience. It will all be paid forward.
TRL: What is your favorite place for drinking rum?
Enjoying a fresh-made Piña Colada while watching the golden sunset of Las Terrenas, Dominican Republic is one of those things everyone should have on their bucket list. It will change your life.
They grab a blender, throw in some pineapple that was harvested a couple of hours ago, they cut a coconut off the palm tree, throw in some great rum, whether it’s Candela, Brugal or Barcelo and boom – you’ll get the best Piña Colada you’ll have in your life.
TRL: Favorite drink + Recipe
Candela Mamajuana on the rocks. It’s my go-to.
TRL: Why is it important to educate the rum consumer?
I feel like rum has become the forgotten spirit. Big part of the marketing dollars and attention have gravitated towards celebrity Tequilas and Mezcals. While in the meantime, rum has been left stagnant with outdated brands. And while this was happening, consumers started seeing rum as a cheap, low-quality product.
Candela is here to shake up the rum market with a sexy brand and a killer product that has no problem competing with a $70 Tequila or a $80 Whiskey.
TRL: Any tips to train the palate and taste a good premium rum?
Some people like to eat dark chocolates or sip coffee while they taste a good rum. Personally, I just like to pour it on the rocks and let the flavor start coming out.
TRL: Who would like to meet in the rum industry? What would you say to him/her?
I know it’s not rum exactly, but I would’ve loved to meet Sidney Frank. The way that he built two iconic brands, Jagermeister and Grey Goose, from the ground up is very inspiring. I would’ve loved to ask him for tactics on how he would make Candela the next Grey Goose!
TRL: What are your next goals in the rum industry?
I am laser-focused on making Candela the sexiest brand to hit the market in decades. Rum is the world’s most fun drink. It’s the drink of good times. There needs to be new rum brands that connect with today’s consumers. Candela will be the top-of-mind brand of this new rum wave.
TRL: Plans you have when you leave the rum industry.
Why would I leave it? I’m just getting started!
TRL: Why is the role of the bartender important in the rum industry?
The role of a bartender is important to educate those who are drinking the rum. They can tell them how it’s best served.
TRL: What is your advice for new generations in the rum industry?
The first step in creating a business is always the hardest, but it’s important to have a bias for action. It’s okay to make mistakes, but the worst thing an entrepreneur can do is overthink an idea. I’ve always been pretty fearless and a risk taker when it comes to business. The biggest mistake I watch new founders make is investing too much time and money doing focus groups, surveys, consulting sessions, and all these textbook ways to see if their product will stick or not. I’m a big believer that the only way to know if a product works is to bring it into the market, see if people are actually willing to pull out their wallets and spend their hard-earned money on it.
TRL: How can people learn more about you? Website? Social media page?
Website: https://www.drinkcandela.com
Instagram: https://www.instagram.com/drinkcandela/
Company Linkedin: https://www.linkedin.com/company/drinkcandela/
Founder LinkedIn: https://www.linkedin.com/in/alejandrorusso/
