Global Marketing & Communication Director at Maison Ferrand (Planteray Rum) & Stade’s West Indies Rum Distillery: ANGÉLIQUE JULLIENNE

Angélique has always been passionate about the hospitality and spirits industry. From working for the Experimental Cocktail Group to her current position as Global Marketing and Communication Director for Maison Ferrand and Plantation Rum, her professional and personal experiences, along with her curiosity, have fueled her passion for the world of rum for years. For the past eight years at West Indies Rum Distillery with Stade’s and Plantation rums, and after multiple travels to many rum-producing countries in the Caribbean, Indian Ocean, and South America, she has developed an extensive network and knowledge within the rum industry. Let’s learn more about her in this interview!

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

What rum means to me: First and foremost, it’s a sharing of knowledge and culture, but most importantly, it is a delicious product due to its diversity. Rums vary greatly in their style, aromatic profiles, and typicity. There is a vast diversity in production techniques depending on where the rum comes from. Rum can be made all over the world, allowing every culture and person to contribute. This results in a rich variety of rums, from sugarcane juice to molasses rums, distilled in columns, pot stills, chambers, with long or short fermentations, and more.

Each terroir imparts a distinct character and unique DNA to the rum. Each rum has a story. The fact that rum can be made everywhere in the world brings an incredibly rich and varied diversity, setting it apart from some other spirits. This is what truly captivates me about rum and why I fell in love with it. Over ten years ago, my initial trips to the Caribbean, particularly Jamaica, where I visited all the distilleries and saw the passion people bring to this spirit, solidified my love for rum. Today, when I travel around the world to work with the distilleries we partner with at Planteray, every day brings new learning, discoveries in products and know-how, and beautiful encounters with skilled people making rum.

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

To me, rum holds a significant power to transport you, bringing forth sensations of sunshine, sharing, and well-being. Secondly, it embodies the essence of “Community”: encompassing the human aspect, craftsmanship, sharing of knowledge, kindness, and fostering a sense of belonging within the rum family. It encapsulates a spirit of respect and sharing. Thirdly, the concept of “Terroir” is paramount, as each geographical origin permits individuals to imprint their distinctiveness onto the spirit, leaving behind a unique mark on its essence.

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

As the head of marketing and communication for Planteray and Stade’s West Indies Rum Distillery for the past 8 years, I believe that my most significant contribution, alongside my team, has been in the realm of transparency and education. The very essence of our brand and company is deeply rooted in the fundamental values of knowledge, education, and the dissemination of information.

At Planteray, we take pride in showcasing the unique terroirs of rum and their specific characteristics. We were likely one of the first rum brands to openly share comprehensive information about our rums on our communication platforms and even directly on our labels. This commitment stems from a dedication to transparency with consumers and, more importantly, a commitment to education. We firmly believe that every rum is distinct, and it’s essential for consumers to understand this in order to fully appreciate what they are consuming. Alongside my team, we have also introduced lesser-known origins, such as the rums of Fiji, which have remained relatively obscure in European and American markets despite being an integral part of Fijian culture.

With Planteray, we have established ourselves as leaders in the premium rum segment, and our ongoing commitment is to continue sharing knowledge and raising awareness among consumers about the intricacies of rum. Our ultimate goal is to ensure that rum is not merely perceived as “a white rum for Mojitos” but as a product with a rich history, cultural heritage, exceptional craftsmanship, distinctive DNA, and a team of dedicated experts behind it. This collective effort will contribute to further enhancing the global perception of rum.

TRL: Benefits that the rum industry has given you.

It has opened up the world to me and allowed me to discover various cultures. Traveling to Jamaica, Barbados, Grenada, Saint Lucia, and Réunion Island, among others, and spending lots of time at the Stade’s West Indies Rum Distillery has provided me with opportunities to meet passionate individuals who generously share their knowledge, enriching my learning experiences, and making me, I believe, a better person overall

TRL: What is your favorite place for drinking rum?

My favorite place to enjoy rum is definitely at Stade’s West Indies Distillery! It’s always a special moment when Ryan or Don take me to the cellars to show me their latest creations and newest gems, and when we taste magnificent rums straight from the barrels. That’s truly my favorite experience, and it holds a special place in my heart. When I’m at home, I would say my favorite spot is Dirty Dick with my friend Scotty and his team. They embody what rum means to me: enjoying delicious drinks in a super fun and friendly atmosphere where you feel right at home.

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

The role of bartenders, whether in the rum industry or the spirits sector in general, is undeniably crucial. They serve as both advisors and educators, shaping consumer perceptions and preferences. At Planteray, we prioritize education as a cornerstone, and bartenders play a pivotal role in this endeavor. As trusted advisors, they have direct interactions with consumers, who value their expertise and guidance. Bartenders have the opportunity to educate customers on the nuances between different types of rum, such as molasses rum and agricultural rum, and to showcase diverse ways to enjoy rum beyond traditional mixes like cola or on the rocks. Their influence is instrumental in elevating the rum market towards premiumization. Moreover, they excel in crafting delightful cocktails that highlight the distinct flavors of our rum, for our utmost enjoyment.

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