In the 1990’s I was the Marketing Manager for Richard Branson’s Necker Island, I discovered my love of all things rum whilst taking press trips to the Caribbean at the time and it was amazing! After doing this I moved to Manchester and spent 13 years opening a group of successful bars: Odd, Oddest, Odder and the Blue Pig, during this time I got to know a thing or two about rum and really got to love it, that’s when I started wondering if I could possibly do my own brand….
After visiting the Caribbean and talking to many rum experts in the UK learning what to do and what not to do, I spent twelve months trying, tasting and blending many different rums to create my first two expressions, a Caribbean Rum blend: an aged golden rum blending rums from different islands and distilleries, and a Clementine Spiced Caribbean Rum. I then launched my very own brand, Diablesse Caribbean Rum, in February this year (2019): my ethos has always been to source quality, authentic rums of good provenance and then to blend them together to give delicious, and most importantly unique, flavour profiles. My personal mission is to tempt rum virgins, convert gin drinkers, enchant the connoisseur and get everyone to start drinking rum!
I feel a bit strange answering this as I’m so new and there are so many other brands and producers who have accomplished so much for the rum industry. Having said that, I am proud that I’ve launched a new, quality brand that has fulfilled its ethos of sourcing authentic rums of fantastic provenance (Worthy Park Distillery Jamaica 4 years; Four Square Distillery Barbados 8 years; Diamond Distillery Guyana 2 years), blending them with care, using tropically aged rums with no additives to create a distinctive, unique, quality blended rum. I am also proud that my Clementine Spiced Rum uses the finest, single origin Demerara rum from the Diamond Distillery in Guyana and is flavoured 100% naturally. I hope that this small, quality contribution will help to grow the premium rum market to the place it deserves to be.
There’s so much more I want to do! There are so many amazing rums I’d love to get my hands on and I’ve got so much more to learn. Rum is having a revolution and I’m proud to be involved.
This is something we’ve come up with ourselves – it’s simple but very good:
Diablesse Negroni
30ml Diablesse Caribbean Rum
25ml Campari
20ml Antica or Vermouth
20ml Sherry – Pedro Ximinez
The sherry complements the spice finish on the rum & butterscotch notes really well.
I think rum is having a bit of a revolution at the moment, people are beginning to pay it more attention and are getting more curious about it, there’s a realisation that it’s a hugely versatile spirit that can be used in many different ways. There are more independent rum brands emerging and people are experimenting more, creating a variety of craft rums. I don’t think the category will grow at the phenomenal rate that gin has just yet but I do think the category will continue to grow significantly, particularly with people discovering golden rum and spiced or flavoured rums.
I think as the category becomes more transparent and more is learnt about rum by those that have not necessarily discovered it before, how it’s made, its provenance, what to look out for … that the premium category of rum will grow organically. There are more and more smaller batch, craft rums around and people are becoming more educated as to the production process and its heritage, as this happens, the premium category will grow.
Sipping a premium rum for the first time: El Dorado 15
Likes Scotch whisky: Diablesse Caribbean Rum
Likes Bourbon: Ron Zacapa Centenario XO; Plantation OFTD
Likes Gin or Vodka: I am converting people with Diablesse Clementine Spiced Caribbean Rum!
Likes Cognac: Plantation XO 20th Anniversary Golden Rum
Steven James (Rum Diaries) who took the time to sit with me and tell me what not to do! For teaching me how to sample many lovely types of rum and for pointing me generally in the right direction; Gethin Jones my Brand Ambassador, who has steered me along the way with all things flavour related and who has come up with some of the best rum cocktails I’ve ever tasted! Jody Monteith, who assisted in the research, blending and sampling phase – excellent knowledge and advice throughout.
There’s a rum for everyone you’ve just got to discover it
Instagram: @diablesserum
Facebook: Diablesserum
Twitter: @diablesserums
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