Ron Tepuy & the Vision of José Rafael Ballesteros: A New Chapter for Venezuelan Rum

Ron Tepuy represents one of the most ambitious projects within DUG Group’s portfolio — a brand created to showcase to the world the complexity, elegance, and artisanal identity of Venezuelan rum. Behind this vision stands José Rafael Ballesteros Meléndez, CEO of DUG Group and a key figure in the contemporary evolution of the category. His leadership has driven DUSA (Destilerías Unidas S.A.) to develop a rum that not only honors its origin but also projects Venezuela onto new international stages.

For Ballesteros, Tepuy is far more than a strategic launch: it is a cultural statement. The brand embodies his conviction that Venezuelan rum deserves a prominent place in the global conversation, not only for its technical quality but also for the history, character, and sensitivity that accompany it. With an approach that blends innovation, respect for terroir, and a narrative deeply rooted in the country, Ron Tepuy positions itself as a symbol of identity and national pride.

This interview delves into the philosophy that inspires Ron Tepuy, the vision that guides José Rafael Ballesteros, and the role DUG Group plays in shaping the future of Venezuelan rum on the world stage.

TRL: What was the biggest challenge you faced in launching your rum brand, and how did you overcome it?
One of the greatest challenges was changing perceptions around rum. For many years, rum was underestimated compared to categories like whisky or Cognac. We believed deeply that rum could deliver the same depth, elegance and sophistication, but we needed to convince consumers one glass at a time. We overcame this through patience, consistency and storytelling – by inviting people into our world and showing them the passion, heritage and craftsmanship behind every bottle.

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 truly believe rum is entering a golden era. Consumers today are looking for authenticity, provenance and emotional connection, and rum has all of those things in abundance. Over the next decade, I think we’ll see more appreciation for terroir, sustainability and regional  identity, particularly from Latin America and the Caribbean. Rum is one of the most diverse spirits categories in the world, and people are only just beginning to discover its full potential.

TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?
The moments that stay with me are seeing people abroad connect emotionally with our spirits for the first time. They are not just tasting a rum – they are experiencing part of Venezuela. Watching that happen makes me realise the responsibility we carry as producers. We are not simply creating spirits; we are representing our country, our people and our traditions on a global stage.

TRL: How do you balance tradition with innovation in your approach to rum-making or marketing?
For me, innovation only has value if it respects authenticity. Our traditions, from copper pot still distillation to long ageing and blending practices, are the soul of our rum. Innovation comes in how we continue evolving the experience around those traditions, whether through sustainability initiatives, new expressions or more immersive ways of engaging consumers. The key is never losing sight of who we are.

TRL: What are some recent initiatives or products you’ve launched that have been particularly impactful?
One project I’m especially proud of is the international launch of Ron Tepuy, which reflects our deep connection to our heritage and as a new way of blending, as a collaboration. We’ve also focused heavily on creating a more immersive experience, opening our distillery and sharing the craftsmanship behind the brand in a more personal and transparent way. Those moments of connection are incredibly powerful.

TRL: How do you educate consumers about your rum, and what’s the most important lesson they should take away?
Education is one of the most important parts of what we do. We want consumers to understand that rum is not a single flavour or style – it’s an incredibly rich and diverse category shaped by culture, geography and tradition. The most important thing is curiosity.  Once people begin exploring different styles of rum with an open mind, they quickly realise  just how complex and exciting the category truly is.

TRL: How do you manage quality and consistency as your brand grows and enters new markets?
Quality is something we protect obsessively. Growth means nothing if you lose the integrity of the liquid. We maintain very close control over every part of the production process, and we invest heavily in the people behind the brand because craftsmanship ultimately comes from human expertise and passion. No matter how global we become, the goal is always to ensure every bottle reflects the same care and character.

TRL: Can you share a collaboration or partnership that helped elevate your brand to new levels?
Our relationships with bartenders and the hospitality community around the world have been incredibly important. They have helped redefine how consumers experience premium rum and opened the door to a new generation of drinkers. The best partnerships are always rooted in shared passion and authenticity, and those collaborations have played a huge role in our international journey as a company.

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?
My vision is to continue pushing Venezuelan rum onto the global stage while helping elevate perceptions of rum as a whole. I want people to speak about rum with the same respect and curiosity they reserve for the world’s greatest spirits categories. Personally, I see myself as both a custodian of tradition and someone helping guide the category into its next chapter, one that values authenticity, sustainability and craftsmanship above all else.

TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?
Approach rum with curiosity and patience. Taste different origins side by side, learn about production methods, and don’t rush the experience. Rum tells stories – about people, climate, history and culture – and the more you explore it, the more rewarding it becomes.

TRL: How can people learn more about you? Website? Social media page?
https://dugspirits.myshopify.com/products/rum-tepoy-monumento-700ml
https://www.instagram.com/rontepuy/

Stay Updated

Become a true connoisseur! Subscribe and unlock content you won’t find anywhere else.