Rum Connoisseur Interview of the Week BRIELLE CARUSO SelvaRey Rum – Chief Marketing Officer
Rum Connoisseur
Interview of the Week
BRIELLE CARUSO
SelvaRey Rum
Chief Marketing Officer
1. Who is Brielle Caruso?
Brielle Caruso has 16+ years experience in brand management, strategy and communications for some of the best known and most valued brands in the world. Her experience ranges from LVMH – Moët Hennessy to the entrepreneurial family-run Serralles, USA to her own consultancy. Brielle received a historic appointment as the Chief Marketing Officer of SelvaRey Rum making her the First Female Asian-American CMO in US Wine and Spirits. In this role she will lead the brand-building of the SelvaRey Rum Portfolio globally. She will also bring Bruno Mars’ creative vision to life with innovative marketing.
Prior to this role, Brielle was the Experiential Director of Consumer Engagement for Hennessy for Moët Hennessy USA, where she was responsible for managing the iconic Cognac brand across the US market leading the award winning Never Stop Never Settle campaign, Unfinished Business and $10m Partnership with TMCF. She was also responsible for overseeing the execution of over +10,000 events a year.
Prior to that she served as the V.S Director for Hennessy managing the supply issue in 2017 maintaining V.S’s historic high on depletions. Under her tenure the brand reached over +4 Million cases and remained the leader in Cognac. Prior to LVMH – Moët Hennessy, Brielle built a go-to-market strategy in the US and launched Caliche Rum. She also supported the distribution launch of Casamigos Tequila Spirits while serving as Brand Director at Serralles, USA.
She began her career in spirits at Moët Hennessy working through cross functional departments as a Merchandising Manager serving Hennessy, 10 Cane Rum and Glenmorangie Scotch before moving into marketing the world’s first luxury vodka, Belvedere, and serving as Global Manager driving growth based on the brand’s esteemed heritage.
Before working in the beverage industry, she worked at a creative marketing agency, The O Group dedicated to the Hennessy account. Brielle has been a speaker at a number of industry and nonprofit events and launched her own consultancy. She is also a certified Life/Career Coach with the ambition to build strong teams.
SPECIALTIES: General management and team building, brand-building strategic planning and positioning, marketing, brand management, new product development, consumer engagement and global marketing.
NOTABLE BRANDS: SelvaRey Rum, Hennessy Cognac, Belvedere Vodka, Casamigos Tequila, Caliche Rum, Glenmorangie Scotch, 10 Cane Rum.
PERSONAL HOBBIES: Entertaining, Travel, Writing, K Dramas, Enjoying time with her husband and 2 ½ year old son
2. What does the rum mean for you? What made you fall in love with rum and when did it happen?
My love for rum took time. I was first introduced during college Spring Break to rum punch. I was not drinking it for the quality (insert smiling emoji).
It wasn’t until I went on vacation to the Caribbean in my early 20’s and saw how rum was part of the culture. As I began to travel more frequently to the islands, I began to see and love the rum lifestyle – tropical paradise as a backdrop, family and a strong community, lots of love, laugher, food and a casual vibe open to anyone.
Rum, for me, embodies an open, embracing, fun spirit.
3. Three essential characteristics that define the rum according to your perspective.
- Delicious liquid – the rum has to taste good. Everyone has different palate preferences but for the person drinking it must taste delicious.
- Credible terroir – it can’t be made in someone’s backyard. I want to know the terroir, how the sugarcane is harvested, how the molasses is processed and how sustainable the overall process is.
- Passionate people behind the brand – the people that do the work meaning the master blender, distillery workers, owners, etc. – knowing that they would live, breath and die for that rum is the passion I want to see from a rum brand.
4. What is the most important contribution you have made in the rum industry?
I don’t know that I’ve made it yet – stay tuned.
5. Benefits that the rum industry has given you.
I can’t identify it just to rum. It would have to be the spirits industry as a whole. It’s taught me that nothing is impossible. If you can dream it, most likely you can find a way to do it. Of course you have to put in the effort, have persistence and thick skin, but anything is possible.
6. What´s another thing you are passionate about, in addition to rum? Why?
Surrounding myself and spending time with remarkable people is something that I am passionate about. I have been blessed with great parents, a husband and son, and a fabulous group of friends. When I’m not working, it’s finding time to spend with them however it may be. Being around them keeps me “whole”.
7. What is your favorite place for drinking rum?
I do not have a favorite place, but I know once I have a piña colada
I’m officially on vacation.
8. Favorite drink + Recipe
After I put my son to bed and I know the day is over, a SelvaRey Chocolate on the Rocks. When I’m with friends, SelvaRey White and Ginger Ale. If I’m trying to impress VIPs I break out the SelvaRey Owner’s Reserve and pour it over a Gläce Luxury
ice cube. If I stray from rum, a glass of Chimney Rock Cab or a glass of Ruinart Rose are my staples.
9. Why is it important to educate the rum consumer?
Rum is so misunderstood. There is so much history, storytelling and care that goes into making it. Rum goes beyond pirates and is truly a cultural beverage. Ask yourself, don’t you want to be able to know about what you’re putting in your body? The more you know, the more you will feel confident in your choices.
10. Who would like to meet in the rum industry? What would you say to him/her?
God, because I have to believe she wanted humans to create this lovely spirit and I’d want to thank her for it. And ask a few other questions.
11. What are your next goals in the rum industry?
Besides introducing SelvaRey to the world, I want to pave the way for women in the spirits industry. I plan to break some glass and bamboo ceilings.
12. Plans you have when you leave the rum industry.
I have a feeling I have quite a bit of time before that happens, but I would imagine penning a book about working in the industry on a beach in Greece.
13. Why is the role of the bartender important in the rum industry?
They are gatekeepers, educators and friends. Creating cocktails is an art and they have mastered it.
14. What is your advice for new generations in the rum industry?
Find the rum that works for you. Experiment. Ask questions. Research. Discover. Be open minded and educate yourself.
15. How can people learn more about you? Website? Social media page?
LinkedIn is a great way to connect, but you can also find me on IG https://www.instagram.com/briellecaruso/
