Half French, half English, I grew up in London and started working in hospitality from the age of 15, gaining experience in this sector in London, Italy and Australia; I was fortunate to be able to combine my passions for travel (cultures & languages of the world) and bartending (working with ingredients and people at all times). After graduating in Hispanic and Portuguese studies in King’s College London, my interest grew vastly in Latin spirits, specializing in Rum and Tequila.
My expertise was strengthened when I joined Pernod Ricard in 2014 as a brand ambassador in Australia, the following year I joined Havana Club International to work on the brand internationally.
As Havana Club Global Brand Ambassador, I focus on building awareness of Cuban rum via communication, events and education, market planning and trade advocacy strategy. I´m working closely with bartenders and entrepreneurs in the industry, collaborating with bars around the world.
I still look back at that girl who dreamt of becoming a cocktail bartender and cannot believe how far I have come! It has truly been a pleasure to experience the rise of rum as a category and trend, but furthermore an honor to know that I have played a small part in this growth. I am truly proud to be a member of Havana Club and Pernod Ricard family, having the ability to represent Cuban rum at an international level and connecting with incredible people in our industry around the world.
This love story started in 2010 when I worked at Floridita… bar in London, homage to the Floridita Bar in Havana (Cradle of the Daiquiri), it was a high-volume Cuban cocktail bar with a selection of over 300 rums and an impressive rum cocktail menu… as a young bartender, I remember very well the nerves I had entering the job with the challenge to learn everything during my 3-month trial period, but also the drive to gain all the knowledge and excitement as I knew I found my true passion!
Knowing that this is still just the begin… (cute evil laugh!)
Airmail
40 ml – Havana Club Añejo 7 Años
20 ml – Fresh lime juice
10 ml – Honey water (mix same quantity honey and water)
Top – Mumm champagne
– Shake first 3 ingredients, strain into champagne glass
– Top with champagne
– Garnish with lime peel disc
The perfect blend of my heritage and passion!
Rum has had impressive growth, innovation and new craft in the last few years, demonstrating more awareness and interest in the category. I believe all rum brands are doing a great job to push premiumization and promote the right way to enjoy these delicious rums, which doesn’t necessarily have to be on the rocks! From light to heavy, honey to molasses, floral to funky you know we have it and there is a drink with it for you.
There is no doubt Premium Rum is growing as we see more consumption of rum that has spent some time in barrels, there is more interest in utlra premium rum and you will even start hearing people compare these premium rums with aged whiskies and cognac!
As mentioned, it is important to celebrate the vastness of this category: you are guaranteed to find the right rum for anyone and for any occasion!
Of course, I would recommend communicating, educating, inviting yours peers to try rum and celebrating premium rums at all times…
Henry Besant was my first mentor; he saw potential in me when I was a young bartender. He guided me, pushing my boundaries and getting me out of my comfort zone to gain as much experience in the hospitality industry as possible. I am ever grateful to him. RIP
The beauty about this industry is we are a family and I have many brothers and sisters who have mentored me, showed support and belief at many times, here are a few I would like to highlight and thank them: Meimi Sanchez, Nathalie De Labrouhe, Max Warner, Sumaiyah Connolly, Dave Mitton, Francois Monti. Sly Augustin, Lynette Marrero, Roberto Berdecia, Diego Cabrera, Jose Luis Leon, Lula Mascella, Marcio Silva, Mona Gallosi and many more!
– I would love to go to Barbados and other important rum islands in the Caribbean
– Keep on growing professionally, facing new challenges and exploring new ways to promote rum in the world today.
– Improve my baking skills and rum recipes!
– The other goal is to improve my handstands (yes you read it correctly) when I’m not talking and drinking rum, I love taking care of my body, eating well, yoga and handstands…
Stay safe, strong and happy… hoping we can do this in person soon:
Arriba. Abajo. Al centro y pa’ dentro!
¡Salud amigos!
Instagram: https://www.instagram.com/havanahands/
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Published by: TheRumLab.com
Author: Jose Hoffmann
Phone: +1 513-426-8813
email us here
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