ALEXANDRA ALFARO Marketing VP Ron Abuelo
Rum Connoisseur
Interview of The Week:
ALEXANDRA ALFARO
Marketing VP Ron Abuelo
1. Who is Alexandra Alfaro?
I am a passionate brand strategist and creative marketer. What drives me the most is creating and seeing an idea become a successful reality. Brands are what inspire me, and nothing fulfills me more – professionally speaking, than knowing that a small part of me lives in each of the brands I have managed throughout my career. I see it as sort of a lasting legacy that I will be leaving behind.
I began my career in marketing the soft drinks industry over 20 years ago in my native country El Salvador working for the local Coca-Cola bottler. During that time, growing interest in beverage companies in the Central American region brought international players in the arena. The Coca-Cola bottler was bought by South African Breweries and so, my 15-year career in the beer industry began. SAB became SABMiller and continuing their LATAM growth strategy, they bought Bavaria, a Colombian based beer conglomerate spanning over South America and Panama. Eventually I became part of SAB Miller in Panama, which is how I ended up in this beautiful and inspiring country. After a brief 4-year incursion in the fashion industry here in Panama, I returned to my career roots in the beverage industry and joined Varela Hermanos at the start of 2016, which is when I was first introduced to Rum.
2. Biggest achievement you personally feel you have accomplished for the rum industry.
Bringing the Ron Abuelo brand world and communication platform to life. When I joined Varela Hermanos almost 3 years ago, Ron Abuelo was already an international brand. Having presence in over 40 markets worldwide it was time for Ron Abuelo to have a unified, global and inspirational message. Together with our lead creative agency, Purple Creative UK, we worked on developing Ron Abuelo´s global creative platform, defining every aspect of how the brand had to look, speak and express itself. “Inspiring generations since 1908”, our brand creative platform, was brought to life.
Two years later, the brand speaks looks and executes like the strong global player it is. Ron Abuelo has now a clear communication message, global brand programs being implemented across markets and of course, a defined innovation strategy that continues to position the brand as a relevant player in the international aged rum scene. The brand is delivering growth and continues to expand is global presence.
3. What made you fall in love with rum and when did it happen?
Rum is the result of a fascinating interaction between liquid, rum and time. If I have to pinpoint a day when this love story began, I can honestly say it was the first day I stepped into Hacienda San Isidro, Ron Abuelo´s birthplace and home. The Hacienda sits in Pese, in the province of Herrera, about three hours from Panama City. Entering our bodegas for the first time and inhaling the aromas from our more than 100,000 ex bourbon American oak barrels making “the magic” happen, was the moment when it all began. The world of rum is a world built from tradition and passion, but never remaining the same. This is what makes me love this industry – the desire to innovate and go forward with an upmost respect of its roots.
4. What is that thing that makes you want to continue in the rum industry?
There is currently a global growing interest in Rum, especially aged and premium rum. Nothing is more exciting than being part of the rum industry when this is happening. The possibility of bringing more consumers into this fascinating world is my primary motivation.
5. Favorite Drink + Recipe
I am afraid to say that I have many “favorite” Ron Abuelo cocktails, all of which take their turn at “first place” depending on my mood, occasion and of course, the weather! But if I have to choose, I would say the Don Jose Crusta. This is a cocktail that was created by Cristobal Srokowski, our Ron Abuelo Global Brand Ambassador during the first Ron Abuelo global program we implemented in 2017: The Ron Abuelo Quest. It is a delightful combination of Ron Abuelo 7 años, Ginger Syrup, Grapefruit juice, Triple Sec and dashes of bitter – served in a coupe glass lined with sugar and our own Panama grown coffee.
6. Where do you see the rum industry today and in the next 5 years?
Rum is exciting and fun – it has always been that way and remains as such today. However, the excitement and fun that has been synonymous with Rum is now being brought on by the current wave of innovation within the industry, one that is certainly increasing its value. We see new brands and new blends of rums launched constantly all over the world. We are seeing traditional rum aging methods evolve and taking inspiration from other industries.
More and more, we see rum houses researching different cask finishing or even concepts like dynamic aging. It is difficult to know where this seemingly unlimited creativity will take the rum industry in 5 years, but it is certainly exciting to know that we will definitely witness a value building transformation that will continue to bring new consumers into the category.
7. What do you think needs to happen to grow the premium category of rum?
Building premiumness into the rum category is one of the key objectives for Ron Abuelo and I am sure for most of our rum industry colleagues. Until recently, the rum industry had not been one characterized by its high value and premium potential. However, this is changing.
Innovation has centered on premium expressions with longer aging periods since we, the rum producers of the world, have allowed time to do its magic within the walls of our rum cellars.
In parallel, we are seeing a stronger preference for these premium expressions, especially in European markets. What has been the key driver for this to happen? It is quite simple actually – we have consistently focused on building reputation not only for the Ron Abuelo brand but for the rum category in general. Our Brand Ambassadors´ primary “mission” has been to transfer extensive rum knowledge to both the key players in the industry and to the final consumer.
Once they begin understanding the world of rum, the different aging methods, the passion and the magic that go into each bottle produced, a deeper appreciation of the category emerges. Which in turn, increases the willingness to pay more for a bottle of rum?
8. Which rum would you recommend a person that:
- Sipping a premium rum for the 1st time: Ron Abuelo Centuria
- Likes Scotch Whisky: Ron Abuelo 12 años
- Likes Bourbon: Ron Abuelo Two Oaks
- Likes Gin or Vodka: Our version of Cuba Libre, the Abuelo Libre with Ron Abuelo 7 años
- Likes Cognac: Ron Abuelo XV Finish Collection Napoleon – Finished in cognac casks
9. Share some (2-3) of your mentors and how they have helped you
I have been fortunate enough to have a special teacher to lead me in this amazing Rum adventure through Ron Abuelo: Mr. Luis Jose Varela, CEO and third generation family member running Varela Hermanos. An innovator at heart, Luis Jose is the mastermind behind the journey we have embarked upon with Ron Abuelo and the person that brought me on board the company. It is always a privilege when you have the opportunity to learn from the very game changers themselves.
10. What 3-5 things do you have in your bucket list for the next 12 months?
Time with the family over the Holidays of course. I am a strong believer in the importance of work-life balance and after an eventful year like this one has been for Ron Abuelo, some time off to recharge is important, especially for the start of the new year.
Travelling to other rum producing markets, especially the Caribbean markets – Since I joined the rum industry over 3 years ago, I have spent quite some time reading and learning about the rich history and rum making traditions that exist in the Caribbean. I would definitely like to learn about distilling and aging methods different to what we know in Panama.
12. How can people learn more about you? Website? Social Media Page?
Linked in profile: Alexandra Alfaro de Molina
