I am the Global Brand Ambassador for SelvaRey Rum. I work directly, not only with our teams across the world but with consumers and bartenders. I believe Brand Awareness, Education, and Advocacy to be some of the most powerful pillars behind building any brand. I am originally from Indianapolis, Indiana.
Over the last decade, I’ve spent most of my time tuning and operating programs from large format hospitality groups to finely curated Michelin Star and James Beard-nominated programs. Oddly enough, I was the first buyer to purchase SelvaRey Rum back in 2014, and have worked alongside the brand since then. Although offers came in, I never once entertained becoming a Brand Ambassador. It wasn’t until SelvaRey Rum asked me if I’d be interested; all of a sudden what didn’t make sense made so much sense. Since then, I’ve curated several of Bruno’s (co-owner) concerts, VIP experiences, and assisted in curating large-format operations and activations for accounts like MGM Resorts and Live Nation.
As odd sounding as it is, I don’t know if I’ve ever fallen in love with rum more than another spirit. I appreciate rum just as much as I appreciate Pisco and Sake. I do, however, love certain bottles more than others. Like almost anything, the spirit world is a form of expression. It’s art. Each bottle captures that artist’s vision, and I subjectively appreciate some more than others. That conscious appreciation most definitely surfaced when I first tasted SelvaRey back in 2014. I had no idea a white rum could have so much character and defining qualities. It really sent me down a rabbit hole of ‘what else is there?’
Trenchant. All of our expressions are so straightforward and decisive. Each bottle is such a statement. We didn’t set out to make a white rum so that we have a white rum to offer. No, we made the best white rum we could possibly make. It’s not a passionate hobby in that bottle. It’s a passionate obsession. There is no law that states we must include a 5 year in our blend. We did so because it makes the end result that much better. There is no reason to use the best chocolate vs additives and artificial flavoring only to just stamp ‘chocolate’ on the bottle other than the simple fact that WE KNOW it makes our rum that much better in the end.
And at the same, whereas you find so much definitive character, each bottle is still so nuanced and delicate the way a fine sipping spirit should be. Those are the things that make SelvaRey so unique.
The SelvaRey Daiquiri, period. I think the Daiquiri says so much about so much. It’s an all too commonly overlooked classic cocktail. We’ve seen a resurgence with the Old Fashioned, Negroni, and so many more lovely cocktails. The daiquiri needs its day! It’s such a simple and refreshing cocktail. The Daiquiri is basically a Daisy cocktail, and I love Daisy specs. The spirit almost never gets lost in the ingredients. Your Daiquiri is always going to be only as good as your worst ingredient. That’s why I always go with the SelvaRey White. It’s delicate the way a White Rum should be, but its nuanced and robust characters still shine through beautifully! Although I’ve had many lovely variations over the years, my favorite spec is one of 1 oz lime, ¾ oz Simple, and 2 oz SelvaRey White.
Education is, in my opinion, the most important tool particularly for the rum industry. Rum does not necessarily sell itself. I think with rum, the branding has a branding problem. With this new age of consumerism where concern for what’s in the bottle, on the plate, where is it being manufactured, etc… all these things call out to the brand’s morals and ideals. You see Whiskey commercials speaking to the mash build, the charring of the barrels, etc. This education equips the consumer to not only speak about what it is they’re serving and sipping in their home, but it does so confidently. It allows them to make a conscious decision about the brands they are aligning themselves with. Unfortunately, when you look at rum commercials, it’s mostly scenes of dancing and partying. I think there is still a disconnect with the now conscious mindset of the consumer. I think education is the most powerful, if not only, way to bridge that gap.
My father used to always say, “be present in every moment, including when you eat.” This translates, to tasting and sipping any spirit, full stop. I think it starts there as a foundation and must continue on as a conscious effort if you want to take your palate seriously. Training and expanding the palate, however… I wouldn’t say, although true, stay away from cigarettes and sugar, etc, because hell… Let’s live, but knowing the basic tastes of the tongue is key; sour, salty, sweet, bitter, and umami. Taste things you’ve never tasted before and REALLY taste them. Breathe, chew, consciously break it down and describe it to yourself. There are a lot of flavors in rum that most people would not uncover without expanding their palate from experience alone.
I wish I could say yes. More might, then, move towards sustainable practices. That’s not to say that it won’t happen, because it is slowly happening already. I think the industries movers and shakers put a lot of pressure on distilleries to make those changes, and it is super important. However, I think that whether the category as a whole, including the BIG BOYS, moves towards sustainable development relies almost solely on the consumer and their demand for it. There simply isn’t enough transparency or accountability in the category. For the majority of the consumer population, generally speaking, rum hasn’t been a quality based purchase, but more of an opportunity to save a few bucks while having fun. We’re looking to change that.
Maggie Campbell, from Privateer Rum. She’s just a big ol’ pool of knowledge. She is an amazing advocate for the category. I appreciate not only what she does, but how she’s doing it. She has an amazing way of describing even some of the most complicated methods of the category in a way that newcomers can understand, and I think that is so important.
I think I would like to get back into the consulting game. There is so much there that I enjoy there. The team building and leading. Helping develop strategies and management practices for growth, development, and revenue has always been fun to me. I really enjoy helping business owners fulfill and see their goals to fruition.
They’re the gatekeepers. The guru at the watering hole. The psychologist and friend; we all have our favorite bartender. The more informed and knowledgeable they are on the category, the more informed and knowledgeable our consumer is as well. Sex and the City and Mad Men might have sparked a cocktail craze, but it would have stopped dead in its tracks if it weren’t for our guys and gals behind the stick.
Gosh, this makes me sound old. Am I? All jokes aside, knowledge. The more you know, the more you can explain. Don’t just equip yourself with the details, equip yourself with the why. Not only does knowing the why lead to better information retention, but it allows you to describe and explain to others in a way that is not pretentious or overwhelming. Rum is beautiful! Rum is fun! We need people to know that. Some of the most amazing bottles of any spirits are found in the rum category, and it’s a shame people are not privy to them.
You can follow me on https://www.instagram.com/brianklemm/
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