Industry Interview with Brielle Caruso – Brand Director @ Caliche Premium Rum

Published by

Fede

April 7, 2015

Brielle Caruso
Brand Director @ Caliche Premium Rum

1) 5 Bucket List items for this year.

Be in the best shape of my life (spiritually, emotionally and physically)
Increase sales of Caliche Rum in our key markets: NY, LA, Miami
Travel to Jerusalem
Learn Spanish
Live in the moment – be present.

2) Biggest achievement you personally feel you have accomplished for the rum industry.

Introducing the first super premium aged white rum created by the Caribbean’s greenest distillery to the US Market.

3) Favorite Drink + Recipe

Caliche Daiquiri is absolutely classic. A glass of champagne is always lovely, too.

Cali Daiquiri
2 oz Caliche Rum
1 oz Fresh Lime Juice
¾ oz Cane Syrup (preferred) or Simple Syrup
1 Fresh Strawberry

Garnish: Strawberry

Directions:

In a mixing tin, combine all ingredients, lightly muddle the strawberry ( do not shred to pieces). In ice shaker shake vigorously until well chilled. Strain into an ice filled rocks glass and garnish with Strawberry.

4) Where do you see the rum industry today?

The rum industry is crowded and consumers get intimidated by the amount of choices. People also aren’t educated enough on the rum category as compared to whisky, bourbon, wines, etc. This gives new brands a lot of opportunity but the costs of entering such a large category is challenging. The big brands with the big bucks can increase their awareness through media buys, but they better taste good because you only have 1 chance to make the consumer fall in love. If you are a small brand and have limited budgets, just get the consumer to taste your product and focus your resources on specific areas.

5) Where do you see the rum industry in 5 years?

I believe there will be a shift to smaller rum brands because people will not want the mass market choices. Consumers will demand more artisanal brands, and ones that come from a sustainable/responsible background. The origin of them will be important (keep things local!). For rum, I also see people getting the level of sophistication with the juice. It’s not about frozen drinks and spring break, but about all sorts of consumption which could include sipping on the rocks with a fabulous cigar.

6) Share some (2-3) of your mentors and how they have helped you.

Personal:

My parents, John and Karen Caruso: Without their love, support and making me try every extracurricular activity while growing up, I wouldn’t be the woman I am today. They taught me my values and to never go back on my word because that is all you have in life.

My husband, Keith: He is my rock and brings reality to my crazy dreams…yet he still goes along in all my adventures. He is the kindest soul with big muscular arms J

Professional:

Maneesh K. Goyal, President of MKG, an experiential marketing agency. He is self-made in every way. His passion, efficiency and level of detail is amazing. He is the first person to arrive and the last to leave always making sure things are perfect. He is not only professionally extraordinary, but in his personal life he is incredibly loyal, generous and kind to family and friends. He uses every hour of the day and has incredible focus on getting the task at hand done. He is action-oriented and once he starts moving, he’s unstoppable.

Info at:

LinkedIn: Brielle Caruso
Web: Caliche Rum

Fede

Born on the beautiful island of Puerto Rico, Federico is the founder of TheRumLab.com.