From Cocuy to Rum: The Journey of Gabriel Jiménez, Founder of Ron Gayón

Gabriel Jiménez, CEO of Inversiones Jiménez Cordero —the parent company of Ron Gayón— has built his path in the world of spirits through a deep connection to his Venezuelan roots. His experience began with cocuy, a traditional distillate from the state of Lara made from regional agave, which allowed him to understand firsthand the artisanal processes and cultural identity behind local spirits. 

Over time, Jiménez identified a strategic opportunity within the rum sector to innovate and expand. This vision led him to create Ron Gayón, a brand that blends tradition, technique, and a clear commitment to elevating the profile of Venezuelan rum in both national and international markets. His journey reflects a natural evolution—from an ancestral distillate to a category with global projection—always guided by passion and a dedication to quality. 

TRL: What was the biggest challenge you faced in launching your rum brand, and how did you overcome it?

In the beginning, one of the greatest challenges was navigating the permitting and regulatory process in Venezuela — a task that was anything but simple. Beyond the administrative hurdles, the most significant technical challenge was developing a formulation that delivered the perfect balance in every sip. Crafting a distinctive personality for a Venezuelan rum, while also designing an image that truly stood out in a competitive market, required time, precision, and a great deal of perseverance. Overcoming these obstacles ultimately strengthened the identity and quality of our brand. 

TRL: How do you see the rum market evolving in the next 5-10 years, and what trends do you think will shape the future of the industry?

I observe that the “premiumization” of rum is accelerating rapidly, which will lead to a direct improvement in sourcing high-quality spirits. On the other hand, the rise of RTDs (Ready To Drink) is undeniable. Additionally, I notice that Gen Z and Millennials have decreased their alcohol consumption, so I believe non-alcoholic spirits and cocktails (Mocktails) will capture a significant market share. However, I believe that with elegant and complex offerings like Gayón, fine rum enthusiasts have the opportunity to explore a wider range of options within the sensory world of rum. 

TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?

I had the opportunity to tour the DUSA facilities, and I was genuinely impressed by the scale of their operation and the level of excellence with which they work. Seeing firsthand how they elevated a Venezuelan rum to become a global benchmark was both inspiring and motivating. That experience helped shape my vision and reaffirmed my goal: for Gayón to earn its place on the world stage and be recognized as one of Venezuela’s iconic rums. 

TRL: What are some recent initiatives or products you’ve launched that have been particularly impactful?

At the end of last year, we proudly introduced our first product: Gayón, a Venezuelan Extra Añejo rum crafted from a blend of rums aged between three and six years. This launch marked a major milestone for us, not only because it represents the essence of our brand, but also because it immediately resonated with consumers and industry professionals. 

We were honored to receive a silver medal at the Spirits Selection by CMB 2025, a recognition that validates the quality of our work and motivates us to continue refining and expanding our portfolio. This achievement has been especially impactful as it positions Gayón on the international stage from the very beginning. 

TRL: How do you educate consumers about your rum, and what’s the most important lesson they should take away?

Consumers are becoming increasingly discerning, and that motivates us to continually elevate the quality of our spirits. Through guided tastings, masterclasses, and direct interactions, we aim to provide people with the tools to truly understand what they are drinking — from production methods to flavor profiles and the craftsmanship behind each bottle. 

The key lesson we want them to take away is that an informed consumer can better appreciate the value, effort, and authenticity behind a well‑made rum. When they understand the process, they connect more deeply with the product and make choices based on knowledge rather than trends. 

TRL: Can you share a collaboration or partnership that helped elevate your brand to new levels?

I’ve had the privilege of collaborating closely with Alcoholes Larenses and Ron Tawala. Their support and professionalism have been exceptional, and our partnership has played a key role in strengthening the presence of the Gayón brand both within Venezuela and abroad. These collaborations have allowed us to grow, refine our processes, and showcase our rum with greater visibility and credibility in new markets. 

TRL: What is your long-term vision for your rum brand, and how do you see your role in the evolution of the rum industry?

Our long‑term vision is to position Gayón in key international markets and continue expanding our portfolio with new rum expressions that uphold a consistent standard of excellence. We want the brand to be recognized not only for its quality, but also for its authenticity and the story behind it. 

As for my role, I see it as contributing to the evolution of the rum industry by championing innovation while honoring tradition. By introducing well‑crafted products and maintaining rigorous production standards, we aim to help elevate the global perception of Venezuelan rum and demonstrate the potential of emerging producers within the category. 

TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?

I would encourage rum lovers to give emerging brands a real opportunity. Many of us are producing high‑quality rums under rigorous standards, with meticulous control processes and a genuine commitment to excellence. Exploring these newer proposals not only broadens your understanding of the category, but also reveals the innovation, craftsmanship, and passion driving the next generation of rum producers. 

TRL: How can people learn more about you? Website? Social media page?

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