Ron Abuelo, owned by Panama-based Varela Hermanos, takes a hands-on approach to understanding how consumers enjoy rum and coke. Through focus groups, the brand aims to uncover preferences and behaviors that shape this iconic pairing, which has remained a favorite since its origins in Havana, Cuba, in the 1900s.
Spain, a key market for rum, reports annual sales exceeding 3.5 million nine-liter cases. Ron Abuelo estimates that rum and coke account for the majority of these sales. Within this competitive landscape, Ron Abuelo contributes over 37,000 cases annually.
With an eye on growth, Ron Abuelo is strengthening its presence in Europe. The brand focuses on countries like France, Germany, Italy, and the Czech Republic as part of its strategic expansion.
Larissa Arjona, export marketing manager for Ron Abuelo and president of Women Leading Rum, spearheads the initiative in Spain. She organizes events that allow participants to explore the brand’s offerings through blind tastings. These sessions compare three Ron Abuelo expressions, providing valuable insights into consumer preferences.
The series launched at Madrid’s Ti’ Punch Rum Bar, drawing a diverse audience. Thirty-five participants, including six bartenders from the Escuela de Coctelería de Madrid, members of the Rare Spirits Society, Club de Ron de Madrid, influencers, and representatives from Women Leading Rum, joined the event. Federico Hernández from The Rum Lab and Ti’ Punch Rum Bar opened the evening, setting the stage for Arjona to lead the tastings.
Ron Abuelo plans to host more activities, including tastings, masterclasses, mixology sessions, and pairings. These interactive events foster a stronger connection between the brand and its growing European audience.
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The Spirits Business’ Article: Ron Abuelo holds rum focus groups
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