From the military skies to the streets as a law enforcement officer, Karl Lounge has taken an unconventional path into the world of rum. Today, as founder, partner, and Head distiller of Homosassa Distillery Company, Karl channels over a decade of craft distilling experience to create spirits that reflect authenticity, precision, and passion. Along with his partner, Marc Dossey, he leads the production of a distillery that honors craftsmanship and constant learning. In this exclusive interview with The Rum Lab, Karl shares his career transition, his production philosophy, and his vision for the future of Florida-made rum.

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

Aside from the normal challenges of any new business, ours was primarily adapting to our new (and much larger) equipment, learning the fine details of its operation, and producing enough to establish a sustainable plan as we grow. To overcome  these challenges, we had a lot of patience and took our time to get things right. We didn’t rush to get the doors open; we worked for over two years and opened them when we were ready. We truly believe that you only have one chance to give a good first  impression, and we wanted to do just that.  

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 think the industry will see many challenges, including evolving social norms as it  relates to alcohol consumption, many new trends such as THC-infused products, and  opportunists who want to make a quick buck. I believe that those of us who stick to  high standards of quality instead of chasing quick profits will fare well in the long run.  We’re fortunate in Florida as a craft distillery because the laws changed in 2021, allowing craft distilleries to serve cocktails for consumption on premises, which for us  is a game-changer, as we pride ourselves on the in-house experience of our guests.  

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

The most significant thing that has influenced our brands has been our approach to  in-person visitors. We use social media and other avenues to try and get noticed, but  when a guest comes to our distillery, we don’t just have a goal of selling a cocktail; we want them to have an experience that makes them want to come back. This has  resulted in many guests returning with others who have never been to our distillery.  Although I can’t think of a single experience or moment, it’s the repeated positive  feedback and input that helps us fine tune our direction through product development  and guest experiences that have allowed us to steadily grow.  

TRL: How do you balance tradition with innovation in your approach to rum-making or  marketing?  

My approach to all of our products is to take my time and focus on a quality product.  Being new to the commercial industry, I’m taking every opportunity to learn  techniques that can help produce that quality product. I’m not opposed to innovation  as it relates to putting my own spin on things and trying something new, but my focus  first is to master the few styles I currently produce. Innovation will come.  

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

Our Black Rum has been very well received and is our bestseller. Our success in  promoting not only our black rum, but all our products, has been our in-house  specialty cocktails, allowing our guests to see beyond a simple taste. We conduct as  many local tastings as possible to drive guests to our distillery for an in-person  experience. We also produce a “Moonshine” line that’s quite different than most  others available. What makes it unique is that instead of simply flavoring high grain  spirits or using large quantities of sugar in our mash, we use over 90% corn, resulting  in a naturally sweet and smooth product. We finish it with natural flavors/sweeteners  before proofing it down to about 62 proof, which results in a lower proof “cocktail shine”  that’s perfect for making our specialty cocktails like our Huckleberry Tea or  Watermelon Crawl.  

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

All guests are greeted at our dedicated tasting bar, where they not only are offered  tastes but also get educated about our products. Everyone is offered a taste of our black  rum. We continue the experience by escorting them into our cocktail room, where  they have the opportunity to order a cocktail such as our Heaven in a Glass (black rum and a touch of cherry juice over a large ice cube with a cinnamon stick) or The  Mang (a twist on a smoked old-fashioned with black rum and walnut bitters). Our  menus are very descriptive, and all our recipes are available on our website. Those  who choose a free tour get an in-depth education of our process. As it relates  specifically to rum, we get into detail regarding the evolution from silver to gold and  ultimately spiced and black rum. The primary take away is the time and effort we  take to ensure we’re putting out a quality rum product.  

TRL: How do you manage quality and consistency as your brand grows and enters new  markets?  

We implemented a plan from the beginning that focuses on quality, consistency, and  quantity/production times. Like many rum distillers, we have a step process to  progress from our silver rum to our gold and ultimately spiced and black rums. We  utilize two conditioning tanks for our silver rum. The youngest tank conditions for a  minimum of six months, then it is slowly blended into the second tank as product is  drawn out for processing. The silver that is taken out for processing is either bottled  as silver or processed into gold in small batches and stored in a third tank dedicated  to gold rum. As gold is withdrawn for bottling or processed into spiced or black, it is  replaced with a new batch of gold to maintain the consistency of the gold. Gold  processed into spiced or black is done using specific quantities and recipes. This  process not only allows us to maintain consistency across our rum line it also  ensures that we’re able to process and bottle our black rum in a predictable and  timely manner to maintain necessary stock. If we didn’t implement a production plan  like this, it would take almost 9 months to produce and bottle a batch of black rum.  

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

As a new distillery, we have had many challenges, especially considering my  experience has been limited to small-scale distilling. We could not have built what  we have today without the help and guidance of Mathew at FishHawk Distillery in  Dunnellon, Florida. His kindness and willingness to share his expertise go far  beyond anything I could have imagined. When I mention FishHawk and Mathew  during our tours, I often point out that he has forgotten more about distilling than I’ll  ever know. We are forever grateful to Mathew and his staff.  

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 desire is to be a true craft distillery making the best products we can in house.  There is no better accomplishment than seeing a customer enjoy a spirit that  originated in our distillery as a raw ingredient. We don’t have the desire to be the  biggest brand in the industry; we want to be a partner in the industry and known for  the quality of our spirits. Our goal as far as our contribution to the industry is to keep the  art of small batch craft distilling alive. It’s easy to have a business plan that revolves  around sourcing bulk spirits and bottling them as your own. The true challenge is being a  successful craft distillery.

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

Step outside of your comfort zone, experiment, and don’t stop learning. As a small  “hobby” distiller, it was a big leap from my 13-gallon still to our 800-gallon still (that  has no automation). I try not to miss an opportunity to speak with other distillers and  customers and listen to suggestions they may have. One of the best things I love  about distilling is that there’s no specific way that anything has to be done. There are a lot  of opinions out there about the “best” way to do things, but keep an open mind, as the  “best” way may not have been discovered yet.  

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

Visit our website: www.homosassadistillery.com or find us on Facebook: Homosassa  Distillery. You may not find everything you’re looking for yet; I’m not only the distiller,  I’m also the webmaster, social media guy, tech support, compliance, maintenance,  you get the idea, so there’s always more to be updated and done. The most  rewarding way to learn about us is to stop by if you’re ever in the area. You will not  be disappointed.