Rawi Rum, Co-Founder & Managing Director: HICHAM JADAOUN

Last Updated on November 3, 2025 by Maythe Monoche

Hicham Jadaoun is the founder and driving force behind Rawi Rum, the first Lebanese rum. Passionate about innovation and excellence in the spirits industry, he has played a key role in the development, growth, and positioning of the brand in the market. With an entrepreneurial vision and deep knowledge of the sector, Hicham has combined tradition and modernity to create an authentic product that reflects the cultural richness of Lebanon. His leadership and commitment have helped to establish Rawi Rum as a benchmark on the international spirits scene. Let’s learn more about him in the following interview:
 

TRL: What was your biggest challenge in launching your rum brand, and how did you overcome it
Rawi Rum faced two key challenges since its inception. One was linked to guaranteeing regular and seasonal access to sugarcane, given its scarcity in the country. We stood by our strategic and ethical decision to only use local sugarcane and built collaborations with farmers who believed in our potential to grow. The other challenge that we are continuously working to overcome is the limited awareness of alcohol consumers of rum. We, therefore, endeavor to increase the direct contact with consumers to have them try the rum and educate them on our story and authentic production process.
 

TRL: How do you see the rum market developing in the next 5-10 years, and what trends do you think will shape the future of the industry?
I strongly believe that the rum market will keep on growing in the upcoming years and we’ll witness a rum era, which will increase the production, number of consumers, and hopefully positive competition.  
 

TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?
Several moments and events influenced the growth and perception of local consumers of our products, and I will name two major ones. The first was when we became on the shelves of the most prominent alcohol distributor in the country. This made consumers more convinced of our quality and seriousness. The second was when we received the gold medal for our unique spiced rum at the “Rum and Cachaça Masters” 2024. This global recognition got us more attention locally and internationally.
 

TRL: How do you balance tradition with innovation in your approach to rum-making or marketing?
This is key for Rawi Rum. We do our best to maintain the essence and traditions of rum making and introduce innovations throughout everything we do. Our spiced rum, for example, is made of a unique tailor-made mix of local spices that consumers are accustomed to. Our newly launched limited edition is aged in an oak barrel that previously held a local indigenous grape, which makes it unique and the only one in the world. To be more innovative with our marketing, we have created different rum-based chocolate and unique flavors of ice cream! These products increased the exposure to our rum and captured a new market share of consumers. 
 

TRL: What are some recent initiatives or products you’ve launched that have been impactful?
Our newest and signature “The Achiever” edition is a testament to time and tradition. This exceptional rum offers a captivating journey for the senses. It is crafted from southern Lebanese sugarcane and matured in a distinctive oak barrel that once held the indigenous Mariame grape of the Bekaa Valley. Its incense-like aroma reflects the harmonious interplay between spirit and wood. Limited to just 158 numbered bottles, each is presented in an elegant American oak box adorned with engraved designs of Lebanese shorelines on the sides. This bottle is a celebration of achievers, no matter how modest their accomplishments may be.
 

TRL: How do you educate consumers about your rum, and what’s the most important lesson they should take away?
We discovered with practice that the best way to approach consumers (or new ones) is to provide them with a first-hand intimate experience with the different types of our rum. Having the opportunity to share the story, taste, and experience of the rum has successfully transformed doubters into believers in a rum produced in a Middle Eastern Country.
 

TRL: How do you manage quality and consistency as your brand grows and enters new markets?
All our batches and products are lab-tested and compared to local and international marks of quality. We follow standard operating procedures to make sure the processes followed yield the same utmost results.
 

TRL: What is your long-term vision for your rum brand, and how do you see your role in the rum’s evolution industry?
Rawi Rum will continue to grow and meet the local market needs as well as expand to become present globally. We will keep innovating to provide the world with a unique “Lebanese rum experience” and become a flagship of the rum industry in the Middle East.
 

TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?
 Approach your rum experience with an explorer mindset and believe in the capacity of unconventional rums to inspire you with their journey and passion.
 

TRL: How can people learn more about you? Website? Social media page?For more details on Rawi Rum, you can check our Instagram page: https://www.instagram.com/rawirum

And our website: https://rawirum.com/