Manatii Rum, Founder:TOM MERCER
Tom Mercer is one of the Founders of Manatii Rum, a premium UK-based rum company that has sustainability and charity at the forefront of what they do. Manatii was launched just under two years ago to inject some colour and vibrancy into the rum market, and to donate £2 from every bottle sold back to charity. With co-founders, Emma, Mattia & CJ, the team aims to help communities that have been affected by natural disasters in the Caribbean, with the initial focus on the Abaco Islands in the Bahamas. They have partnered with the Green Turtle Cay Foundation as their initial charity partner as they help rebuild the island of Green Turtle Cay in the wake of Hurricane Dorian.
TRL: What does the rum mean to you? What made you fall in love with rum and when did it happen?
I have been lucky enough to visit the Bahamas on many occasions. There (and in the rest of the Caribbean) rum is like water! I was amazed to see how versatile this spirit is and how it is not only used in drinks but in cakes and food too. My love for the spirit began and we set about creating Manatii with the initial sole aim of giving back to communities in need following natural disasters.
TRL: Three essential characteristics that define the rum according to your perspective.
– Provenance – a story behind the rum is so important to us and we love hearing about other brand’s provenance.
– Transparency – a complete understanding of the distillation process that customers can see is really important, no hidden nasties!
– Vibrancy – this features a lot in our brand message. Rum is fun and should epitomize the Caribbean and Caribbean culture!
TRL: What is the most important contribution you have made to the rum industry?
When chatting with the team, we think our contribution to charity is a touch that few companies offer, so we are proud to be working with the GTC Foundation. But also having a premium rum, distilled in the UK is a contribution which is important but also growing too.
TRL: Benefits that the rum industry has given you.
The hospitality industry as a whole is a massive sense of community and everyone is in the same boat – especially during the tough times! We’ve met so many amazing small rum brands and their owners at festivals and shows, so I’m grateful to them for the help and advice that we can bounce off each other.
TRL: What’s another thing you are passionate about, in addition to rum? Why?
I love my sport, and unfortunately, rum and sport don’t go hand in hand! But I enjoy being outdoors, playing or watching any sport that’s on!
TRL: What is your favorite place for drinking rum?
I think there’s a misconception that rum is a summer drink and can only be enjoyed on the beach or in the tropics! One of my favorite drinks was a mulled rum at Christmas time, which I enjoyed at home, in front of the TV in December! Rum should be accessible to all and enjoying it wherever you feel comfortable is the most important thing.
TRL: Favorite drink + Recipe
There’s an old rhyme that goes “One of sour, two of sweet, three of strong, four of weak.” – It’s a nice little secret, and I will leave it there for people to try…!
TRL: Why is it important to educate the rum consumer?
I think education is incredibly important to help understand what you will like as a consumer. Knowing the process and the distillation method, what barrels are used for ageing, if there’s any additional sugar added etc. These are all such important aspects that will completely change what rum a consumer will choose to drink. Part of what we want to do is to be completely transparent about our rum to help inform and educate consumers further about the spirit.
TRL: Any tips to train the palate and taste a good premium rum?
Ooooft, tough question. Neat rum isn’t for everyone, so I’d say finding what you like to mix it with, then just experimenting with different rums and finding out what you enjoy. It’s personal, and not one person will have the same palate.
TRL: How can the rum contribute to improving the crisis in some countries?
I like to think what we are doing is currently improving the situation in the Bahamas. Of course; we are still very small but hopefully, as we grow, our donations to charities in the Caribbean will rise and we can make more of an impact on the lives of those in communities that struggle with natural disasters.
TRL: Who would like to meet in the rum industry? What would you say to him/her?
I think it would be quite cool to meet Ian Burrell. I enjoy the rum that he released and would love to pick his brain about the industry!
TRL: What are your next goals in the rum industry?
Our goals are to be known as the UK challenger rum brand, the rum that is injecting some vibrancy into the industry, and that has a sustainable and charitable mindset too. We hope to release a new product in 2024 and seeing that success would be a great goal too.
TRL: Plans you have when you leave the rum industry.
I have no plans to leave it currently. I’ve only been in it for 2 years and hope to be here for the foreseeable future!
TRL: Why is the role of the bartender important in the rum industry?
I think this stems back to the education piece. It’s great to educate consumers, but equally important to work with bartenders to share Manatii’s brand story and activate the rum. The bartenders will be the ones who are often the face of the brand, they help sell the product and speak to consumers about it. Being able to work with them is important and training sessions with bars and their team are part of what we love to do in the on-trade.
TRL: What is your advice for new generations in the rum industry?
Drink lots of different rums (responsibly, of course.) Look into the provenance and sustainability of the rum you drink, try new and interesting brands, and support start-ups. You never know, you might find the next big brand!
TRL: How can people learn more about you? Website? Social media page?
We are on all socials and if anyone wants to get in touch, I’d be more than happy to have a chat. Pop me an email – tom@manatii.co.uk
