On May 24, 2022, a livestream started on the “ZAVVY” platform for the program “Aqui se Habla de Ron”. The livestream was hosted by Fede J. Hernández, an entrepreneur specializing in sales and marketing, Jaiker Soto, a chemical engineer with expertise in the distillation and fermentation process, and Ramon Almao, founder of Rum & Spirits. The guest was Laura Marin who will talk about premium Colombian rum and the brand “Parce Rum”.
Laura Marín is the manager of Parce Rum, a position she has held for over six years. She has been with the company since its early days in Colombia and has witnessed its growth into other countries. Laura’s background is in social communication, and she holds a master’s degree in marketing. Her knowledge of rum comes from her extensive experience with Parce Rum and her involvement with the company for more than six years.
While Laura does not have formal training as a sommelier or rumelier, she has developed a deep understanding of what makes a good rum. This knowledge has been acquired through practical experience and learning on the job. Laura believes that anyone can become an expert and discern good products in the market. Laura often leads tastings at Parce Rum, sharing her knowledge from the perspective of someone who started with no prior understanding of rum but has since developed a refined palate. She believes that this skill can be developed over time, as it was in her case.
Today, Laura hopes to share her passion for rum with others and help them learn more about this spirit. Her journey over the past six years with Parce Rum has been one of passion and learning, and she looks forward to sharing this knowledge with others.
Parce Rum was born from the vision of three American brothers, Jim, Bryan, and Patrick Powers, along with their Colombian friend Jaime Uribe. The brothers decided to create a rum brand in honor of their father. Their father had always encouraged them to stay connected and even suggested they start a business together. He believed that even if they were arguing over business matters, at least they would be in contact.
Unfortunately, their father passed away due to melanoma. On the first anniversary of his death, Patrick invited his brothers to Colombia, their father’s favorite place. The brothers reminisced about their father and decided to honor him by starting a business together.
Patrick, who had been living in Colombia for over 25 years and was married to a local woman from Medellín, suggested they start a business in Colombia. They wanted to showcase the beauty and warmth of Colombia, which had changed significantly over the past 30-40 years. They decided to produce rum, a popular drink in Latin America and the Caribbean. However, rum was not as well-known in America, so Patrick had to explain to his brothers what makes a good rum. This marked the beginning of their journey into the world of rum production with Parce Rum.
The brothers sampled different rums from various countries and realized that rum could be a premium drink, much like whiskey or single malt. They decided to create a rum that they would enjoy drinking.
When it came to naming their rum, they wanted something unique and representative of their journey. Patrick suggested the name “Parce,” a Colombian slang term meaning “good friend” or “buddy.” Despite initial reservations about the informality of the term, they decided it was a perfect fit for their brand. They wanted to create a premium rum that was accessible to everyone, and the name Parce embodied this spirit.
The term “Parce” has evolved over time in Colombia. Twenty years ago, it was considered very informal and was primarily used in certain communities. However, it has since gained popularity and is now widely used across different social groups. This evolution of the term “Parce” mirrors the journey of Parce Rum itself, from an idea born out of a family’s love for each other and their father’s memory, to a premium rum enjoyed by many.
The brothers began exploring different types of rum, aiming to create a premium product that would appeal to whiskey drinkers. They consulted with master rum makers and decided to produce a 100% aged rum, rather than a solera-style rum. This decision was influenced by their desire to honor their father with the highest quality product.
Parce Rum offers two varieties: an 8-year-old rum (red cap) and a 12-year-old rum (black cap). Both varieties are aged in barrels for the specified number of years, resulting in a premium product that can be enjoyed neat or on the rocks.
However, the brothers faced a challenge when they learned about Colombia’s liquor laws. At the time, private companies were not allowed to sell rum or aguardiente within the country due to a monopoly held by government-owned liquor companies. Despite this setback, the brothers were determined to create a rum that could compete on an international level.
After two years of development, which included tasting sessions and design iterations for the bottle and cap, Parce Rum was finally launched with its two initial offerings: the 8-year-old and 12-year-old rums. Despite the challenges they faced, the brothers’ passion for creating a premium Colombian rum never wavered, resulting in a product that honors their father’s memory and showcases the spirit of Colombia.
In 2011, Laura Marin, registered the brand, and by 2012, the first bottle was released. However, this was merely a sample bottle and could not be sold in Colombia until early 2017, after they had won several awards.
The delay in selling locally was due to the 2017 Liquor Law that allowed private industry to enter each department across the country. This law also permitted the entry of international brands into the local Colombian market. International brands such as Zacapa, Botran, and Flor de Caña had been sold in Colombia for many years as they were not considered a risk.
However, Colombian rum could only be tasted in its city of origin. For example, rum from a department like Cundinamarca could not enter Antioquia (Medellin), and vice versa. This restriction was lifted when the government realized that international brands were entering the market while local brands were restricted.
Parce’s first export destination was the United States, specifically Chicago, where expert mixologists praised the taste of Parce Rum. However, they advised that without awards, it would be challenging to succeed. This led Parce to enter the San Francisco World Spirits Competition, one of the toughest globally.
Parce Rum not only won double gold but also emerged as the best rum and best white spirit among all aged spirits. This victory led to a boom in Colombia as Parce Rum was recognized as the world’s best but was not sold in Colombia.
In 2015, news of Parce Rum’s victory at the San Francisco World Spirits Competition spread across Colombia. Despite the recognition, Parce Rum could only be purchased by Colombians at duty-free shops due to the country’s liquor laws. This meant that Colombians had to travel abroad to purchase a bottle of Parce Rum, making it a luxury item.
The situation changed in December 2016 when the Colombian government revised the liquor laws, allowing Parce Rum to be sold in Colombia. This was a significant milestone for the company, as they had initially been denied access to the Colombian market and had focused on exports instead.
Upon entering the Colombian market, Laura Marin and her team faced the challenge of introducing their product competitively due to high taxes on local rums compared to international brands. Despite these challenges, Colombians have embraced Parce Rum.
Today, Parce Rum is proud to be a premium rum from a private company in Colombia. Their journey from being unknown in their home country to becoming a recognized brand is a testament to their perseverance and dedication.
Laura Marin confirmed that the alcohol content of Parce Rum sold in Colombia is indeed the same as that sold in the rest of the world, at 40% alcohol by volume. This is consistent across all three of their products. The decision to maintain a 40% alcohol content was influenced by the founders’ desire to cater to whisky drinkers, who are accustomed to spirits with a higher alcohol content.
Interestingly, most rums in Colombia have an alcohol content of 35%, with a few reaching 37%. Parce Rum’s higher alcohol content sets it apart from other local brands and aligns it more closely with whisky.
Despite the higher alcohol content, Parce Rum has been well received in Colombia. However, some customers expressed a desire for a younger rum that could be mixed with other beverages without compromising the taste or feeling guilty about mixing a premium aged rum. This feedback led to the introduction of a younger rum that could be enjoyed in cocktails or mixed drinks.
In response to customer feedback, Parce Rum introduced the Brand Brothers Blend. This blend is aged between five and six years, making it a younger and more affordable option for those who enjoy mixing their rum with other beverages. Despite its youth, the blend retains many of the characteristics of Parce Rum, as it is aged in the same American oak barrels.
The introduction of the Brand Brothers Blend was accompanied by a change in bottle design, similar to the three-year-old Parce Rum that was part of their portfolio for nearly four years. The new blend offers customers an improved product at a lower price, with a more pleasant taste profile when consumed straight.
Mixologists have appreciated the versatility of the Brand Brothers Blend, finding it ideal for creating cocktails. The blend has been well-received in the market, particularly in Colombia, which has surprisingly become Parce Rum’s primary market.
While Parce Rum continues to perform well in the United States and Europe and is expanding into Latin American countries like Peru, Bolivia, and Ecuador, Colombians’ loyalty to local products has given Parce Rum significant traction in its home country. The company continues to grow, particularly in Florida, USA.
Laura Marin, explains that the manufacturing process of their rum is quite unique due to the regulations and environmental considerations in Colombia. Although distillation is allowed in Colombia, it is costly due to taxes and environmental permits. As a result, many Colombian brands, including Parce Rum, prefer to import distillates from different parts of the world, specifically Central America and the Caribbean.
These imported distillates, also known as tafias, are neutral spirits that are then aged in Colombia. The aging process takes place in their warehouse in Armenia, where the temperature does not vary much between day and night. This stable climate results in less evaporation during aging compared to other regions like the coast, which is much hotter.
The rum arrives at their plant at about 70 degrees and is then diluted down to 40 degrees. It is mixed with sugarcane juice and molasses to create the final product. Despite not distilling in Colombia, Parce Rum maintains a consistent flavor profile by using a standard type of alcohol and not mixing different alcohols during aging.
The decision to base their operations in Armenia was also influenced by the fact that Quindío, the department where Armenia is located, was the first to approve their production. As a sign of respect and gratitude towards the region that welcomed them, Parce Rum continues to operate there.
Laura Marin, emphasizes that they do not use caramel in their rum, a question she often gets. This decision is influenced by the American market’s association of caramel with lower-quality rums often consumed during Spring Break. Instead of caramel, Parce Rum uses ingredients derived from sugarcane, such as molasses and sugarcane juice.
The absence of caramel gives their rum a distinctive color that might seem unusual, especially in Colombia or Latin America. However, once people taste it, they often find it pleasantly surprising and not as potent as they expected. One of the key ingredients in Parce Rum is time. Their commitment to 100% aging for eight and twelve years sets them apart from many other brands. This process is costly and time-consuming, but it results in a product that is hard to replicate.
Despite the higher price point compared to other 12-year-old rums, Marin encourages people to try it for themselves. She believes that firsthand experience is the best way to understand the quality of their product. Parce Rum has received several awards and certifications, including from the World Distilled Spirits and New York Spirits in Wine Competition. These recognitions validate their commitment to quality and authenticity.
Laura Marin, shared the intricate details behind the design of their rum bottles and packaging. The bottle design, which took two years to finalize, was created with a specific shape to fit in the back pocket of men’s trousers, a tradition in Ireland where consuming spirits is commonplace. The shape also makes it easier for bartenders, especially women, to grip the bottle.
The bottle features engravings to prevent it from slipping from the hands of bartenders who often work with wet hands. This thoughtful design prevents breakages and the associated costs for bartenders. The bottle proudly displays “Ron Reserva especial de Colombia,” reflecting the company’s desire to honor Colombia.
Each bottle is hand-labeled and signed, with the batch number and processing date inscribed on the back. For example, one of Laura’s bottles is labeled “18 cero, ocho 21.” This handcrafted approach appeals to consumers who appreciate premium, artisanal products.
The packaging also features artwork by Colombian designer Daniel Hernandez, who hails from one of Colombia’s formerly most dangerous neighborhoods, Comuna 13. Today, Comuna 13 is a popular tourist destination visited by people from around the world.
The black 12-year box that Ramon has showcases a design featuring skulls, another creation by Daniel Hernandez. This unique and thoughtful approach to bottle and packaging design sets Parce Rum apart in the spirits market.
Laura Marin, further elaborated on the colorful and graffiti-filled design of their rum bottles and packaging. Initially, the company did not want to use a box for packaging as they believed their unique and costly bottles were eye-catching enough on their own. However, they realized that the Colombian market appreciated boxed packaging, especially for gift-giving occasions such as Father’s Day, Mother’s Day, or for bosses and in-laws.
To involve the community in the packaging design process, Parce Rum held an Instagram contest where they invited four talented Colombian designers to create a design based on their brand manual. The winning design was created by Daniel Hernandez, who incorporated two skulls drinking rum into his design. This was inspired by the phrase found on their bottles: “Woo drinks alone, dies alone.”
The packaging also features artwork representing various Colombian cities. For example, the 12-year box showcases Medellin’s Metrocable, among other landmarks. The company logo has been updated to feature the colors of the Colombian flag – yellow, blue, and red – as a testament to their pride in their Colombian heritage.
According to Laura Marin, this pride is something they want to share with Colombians who may not often express national pride in their everyday lives. In contrast to Americans who frequently display their national flag, Colombians are less likely to wear a Colombian shirt or display the Colombian flag unless there is a national football match. Through their vibrant packaging and bottle design, Parce Rum aims to celebrate and promote Colombian pride.
Featured image: Bares & Co
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