Rum Connoisseur

Interview Of the Week

DIANNE MEDRANO

General Director Centenario Rum

 

1. Who is Dianne Medrano?

Dianne Medrano is a business expert with over 19 years of experience in the fast moving consumer goods industry focused on beverages. Alcohol, non-alcohol, traditional, non-traditional, on and off premise are all familiar. Her experience includes companies as Cervecería Costa Rica, The Coca-Cola Company, DIAGEO and right now works in Centenario International where she manages and represents brands for companies as Pernod Ricard and Heaven Hill. She´s had the opportunity of managing local and regional teams, acquiring an end-to-end business management knowledge of the beverage industry with the added value of how to create a new approach on being innovative and disruptive on an ever-evolving national and international business.

 

2. Biggest achievement you personally feel you have accomplished for the rum industry.

I consider that my biggest achievement for the rum industry is wining the “Businesswoman of the Year” award for Company Expansion in Forbes Costa Rica. For me joining Centenario Internacional (which, for the moment, is a local and family company) after coming from big international corporations where I´ve had the honor to learn from and work for, has been a great and interesting challenge that brings huge opportunities and big efforts in order to achieve the local and international expansion of Ron Centenario, so as you can imagine I feel very proud to lead the strategy and execution that delivers to different countries (25 right now and counting), cultures, clients and consumers what I consider to be the best rum, I am so proud to be able to share the very best of Costa Rica with the rest of the world one Centenario bottle at a time.

 

3. What made you fall in love with rum and when did it happen?

I’ve been in the ”TBA” (total beverage alcohol) world for some years now and I’ve had the opportunity to work and represent great brands and great categories within the beer and spirits universe, but Rum has a different soul. The new combinations that I have discovered, the deliciousness of a production plant that has this unique aroma and the mysterious world that you can feel when you walk through an aging barrels cellar is a marvelous transformation experience, so I fell in deep love with Rum. The first time I walked through the Centenario rum barrels, touched them and smell all the different aromas and textures that comes from those barrels made me realize that this adventure is more than a “palate” experience, it actually reaches your soul.

 

4. What is that thing that makes you want to continue in the rum industry?

The main thing that makes me want to continue in the Rum industry is the possibility to create new experiences, based on the best quality of liquid you can drink accordingly with the price that you are willing to pay for that experience. Rum is a category that is gaining relevance again after years of a declining trend within the spirits scenario and I want to be part of it as I am now. I feel there’s a global new awakening that this amazing category is having and we are reinventing the category over and over again so it doesn’t lose the love from the consumers and that a lot of people have the opportunity to live and enjoy this amazing Rum world, that keeps me passionate and reinventing myself…that’s a beautiful reason to stay.

5. Favorite Drink + Recipe

I´m not a Gin fan so I wasn’t able to enjoy this Gin Tonic burst trend but we ( I mean our brand ambassadors and marketing geniuses) at Ron Centenario ”invented” a delicious cocktail made for people like me. Its name is RON TONIC and it has become my favorite drink and my signature recipe is 1.5oz Centenario 25 Gran Reserva + 2oz lime juice and tonic water with a final touch of smoked rosemary to make the best RON TONIC.

 

6. Where do you see the rum industry today and in the next 5 years?

I see the rum industry getting its track back as a spirits category leader. Right now we are building this road so in the next 5 years I hope to see a nonstop category growing betting in the recruitment of new palates and for that recruitment we really have to think outside the box. We have to know and address new consumers’ needs that are evolving every day, so we need to move as fast as we can, innovate, be present and take this amazing liquid to the lips of consumers in different ways so we can separate ourselves from the rest of the spirits and be able to give to consumers a true value in every sense of the word and in every sense of the path…we have to reinvent ourselves and have flexibility to achieve sustainable growth.

 

7. What do you think needs to happen to grow the premium category of rum?

Education… according to my experience people are most aware of the whisky category aged and blending characteristics that of Rum category. Premium rum is a mysterious and fabulous world that hasn´t been yet properly unveiled in its complete amplitude, so educating consumers throughout the complete commercial chain is what I think is necessary. It´s basic for people to start learning and understanding rums portfolio diversity, the aging process, the beauty and deliciousness of all the blends and all the textures and flavors that you can have and need to be discovered. We need to evolve from the “cola & rum” era to the “Rum with everything is exquisite” one.

 

8. Which rum would you recommend a person that sipping a premium rum for the 1st time?

I am not a heavy drinker myself (someone has to be behind the wheel) but for everyone I would recommend Ron Centenario 25 (my favorite). Every time I make a blind taste with spirits lovers this one is the big winner every time! It´s a very aromatic blend with some wood, green fruits (apple and pear) and spicy aroma, strong liquid body that falls slowly in your glass and feels great in your mouth.

 

9. Share some (2-3) of your mentors and how they have helped you.

I’ve had amazing mentors throughout my career to whom I’m very grateful.

I have to mention though that am specially and completely grateful with Susana Masis who is the Ron Centenario master blender. She is the person that have taught me how to experience and love the Rum life, with her I’ve learned how to taste a good rum, how to mix it with other ingredients and how to combine the best rum with the exact food that will allow you to feel a flavor explosion in your palate. I am also very grateful with Gabriel Diez, who is the company owner, because thanks to him I’ve been able to experience the rum life in a deeper and profound way.

 

10. What 3-5 things do you have in your bucket list for the next 12 month?

I am focused on executing the 2019 Centenario rum innovation pipeline, I would like to take some time to travel to other countries and be able to better understand and experience the everyday consumer trends so I can  a build a stronger long term strategy plan that fits into markets, clients and consumer needs.

 

11. Any last words?

First of all thanks a lot The Rum Lab for considering me and allowing me to talk with you and all the people that you represent. My last phrase would be: Enjoy what you do! Impregnate your day to day with passion because that’s what’s going to be reflected in your work and in your life…so live a life that’s deserved to be lived.

12. How can people learn more about you? Website? Social Media Page

My linkedin is:  https://www.linkedin.com/in/dianne-medrano-b9515263