Rum Connoisseur

Interview Of The Week

DON BENN

Operations Manager / Master Distiller (West Indies Rum Distillery)

 

1. Who is Don Benn?

Working at West Indies Rum Distillery since 1998.  Don Benn’s dedication to Barbados rum heritage shines through his everyday passion at the West Indies Rum Distillery where he has the duty of Operations Manager and Master Distiller. After completing a Master’s degree in Mechanical Engineering and Management, he has achieved a strong expertise on fermentation and distillation techniques for over 21 years now.

His passion and perseverance quickly earned him a seat as a member of WIRSPA Technical Committee. Being an avid sports fan made him a competitive man, always pushing to do better, may it be in rum making or in road tennis, in which he is the current West Indies Rum Distillery’s champion.

 

2. What does the rum mean for you? What made you fall in love with rum and when did it happen?

The word Rum can evoke so many things to so many people. To me and my team, it is the challenge we face every day, to get better at what we do. It is important for us to make the best rum for our customers and at the same time feel as if we are making a real positive difference for our country.  Barbados being where the genesis of rum all started, I feel proud to be part of WIRD which is a landmark in rum making since 1893.

Rum also presents an opportunity to express myself doing something that I love. We at WIRD have a wonderful opportunity to bring joy and influence people all over the world but still in a very personal and human way.  It is about being able to bring history to life, creating positive memories and building relationships around the world’s most versatile and diverse spirit.

I have been working in the rum industry since 1998, but my epiphany came 4 years after my debut in Peru. I remember it like yesterday, it was my first visit to another rum distillery outside of Barbados.  What amazed me was how Destilerías Unidas S.A.C. distillery (those behind Ron Cartavio) could create such a unique ecosystem in this remote area. Not only was I inspired by the distillery but also the entire community built around it. This is when it striked me: The world of rum is vast and fascinating and we have barely scratched the surface. So much so, that we work now with Destilerías Unidas for our Peruvian rum for Plantation. The love and learning will never stop.

 

3. Three essential characteristics that define the rum according to your perspective.

The taste must meet the promise of the nose (very important!). Rums that promise more on the nose than they deliver in the mouth are a personal peeve of mine. Then, since food plays such an important part of Caribbean culture and tend to sublime the rum that goes along, I would say Rums that evoke a food related memory. That is why rums must have the body and weight necessary to tag along. More as here as we love our spicy food! That blends of fusels and esters that are accentuated by the barrel.

And finally how the heritage of the rum, its country of origin is transmitted through the liquid itself? Strong terroir that are inclusive and faithful to the roots of rum making not only brings excellent products, but revive those histories often forgotten.

 

4. What is the most important contribution you have made in the rum industry?

It is my privilege to be part of this amazing industry and I think given what it has meant for my own advancement as a professional and as a person that I have a lot to give back.  So perhaps I’d say how proud I am of being part of that big family that is WIRD.

Being the operational manager of such a prominent distillery in the country makes me grateful every day because it allows me to be surrounded by such passionate, experts and individuals of my team.

5. Benefits that the rum industry has given you.

It’s similar to one of the earlier questions.  I have had eye-opening experiences since 1998. Working with Andrew Hassell, Managing Director at WIRD and Alexandre Gabriel, Founder and Master Blender at Plantation for example is exciting on a daily basis; as we are working over 30 projects together; including several green projects like the Distillery plans to achieve a carbon neutral footprint by 2030 or regarding environmental research and sustainability certification; when we became the only distillery in Barbados member of Bonsucro, to promote sustainable sugarcane production, processing and trade.

All of these are actions I get to live because of my involvement in the rum industry. Let’s add to that being able to travel to many places and experience other cultures, as I seek to share the message about rum (so far visited 4 of the 7 continents). It’s definitely not a boring job and I count myself as very fortunate to be able to say that WIRD is a place where I could develop as much on the human personal side than the technical one.

Last thing, we have what we call a distiller’s vault which gather the archives on rum, its history, ancient techniques, anything that would allow us to have a better understanding on rum making back in the day in Barbados.  This initiative not only is super interesting but also enlightening about my own culture as a Barbadian.

 

 6. What’s another thing you are passionate about, in addition to rum? Why?

My family. They are ahead of anything else on my list of priorities. So, if I am passionate about rum then I’m doubly passionate about by family. Put them two together, a glass in one hand and my family to be with, and I am in Heaven!

 

7. What is your favorite place for drinking rum?

With friends, at a session of dominoes, that’s what we do in the Caribbean! Everyone can pour the drink however they please and enjoy it at their own pace.

Second close would be at the Chateau de Bonbonnet in France with our crazy French crew. I remember drinking rum while they made me eating a thing called “andouillette” for Christmas.  I do not know what that is, but I would advise you to try!

 

8. Favorite drink + Recipe

John and Digger are two of our faithful employees that worked over 40 years at the company.

To celebrate this incredible achievement, a secret blend was created and offered to them. Since then, I have been hooked on that secret blend. It goes perfectly neat with an occasional block of ice. Come one day at the distillery, so you can have a taste!

Favorite Rums:

• Unaged rum – John Dore 2 column still
• Aged rum – Gregg Farm 2 year + 8 year column blend
• Bottled rum – Plantation Barbados 5 years
• Rum Blend non available commercially – Plantation Secret Blend

 

9. Why is it important to educate the rum consumer?

One thing I’ve discovered in my interactions with people in various countries is how eager they are to learn about rum (the history, the techniques, the possibilities). Rum is not just any spirits. Rum is your key to an adventure that many don’t necessarily have access to. And it becomes clear that the more informed and educated consumers are, more they are willing to explore the world of rum with confidence and encourage others to do the same.

Education is and will always be a key pillar at WIRD and Maison Ferrand through all our spirits. But, more than anything else Rum has that capacity to make you feel part of a big global family. It has that welcoming side which through education allows people like you or me to become like informal brand ambassadors. Not just for one brand but about the entire category.  It is one of the best ways to spread the message, the history and the story we have to tell about rum. This is why soon, we intend on opening a visitor center at WIRD to educate and allow consumers to not only discover our rums but to learn about it and their heritage.

 

10. Any tips to train the palate and taste good premium rum?

Practice makes perfect! Get a big table, lots of glass, buy lots of rum and dedicated some time.  Don’t forget the water and coffee beans to clear your palate often. The challenge here is to put words on what you taste.

Spend time in the kitchen or be really intentional during your daily routine about what your senses are experiencing.  Breathe deeply and try to picture and store it in your mind.  It takes time to train your palate and it is not something that can be rushed. But if you are serious and want to accelerate this ability then perhaps you can sign up for a sensory training course what provides a very structured methodology. One last important thing, ENJOY!

 

11. How can the rum contribute to improving the crisis in some countries?

At the moment the entire world is in crisis especially due to the impact of the Covid-19 pandemic.  In the short term many rum distilleries, like ours have assisted by providing alcohol for medicinal use and this will likely continue into the foreseeable future.  We are for example producing surgical alcohol and hand sanitizer which has been donated to public health officials and local communities since the beginning of that pandemic.

The contribution to the economy however is probably the main way that rum can bring improvement. Small Islands Developing States (SIDS) like Barbados that are heavily dependent on tourism now have to fast-track other sectors of the economy that will generate more foreign exchange and provide higher levels of employment.  The rum industry is already do some part of that and can do so much more with the right focus, structure, investment and regulatory support.

At WIRD, it takes many forms.

Support to the tourism industry, with our new visitor center which will become a significant tourist attraction for Barbados and boost the industry.

Support to the rum trade. Both local and for export of rums with a strong GI, all so we can join forces to support the governmental effort to reach US$500 million within the next decade through our trade.

Can we do it fast enough will be the main question.  I’m quietly confident we can.

 

12. Is the commitment to sustainable development the key of success for the permanence of the rum industry in the world? Why?

Consumers now are very aware of issues like sustainability and climate change and the links between our industry, they are not just looking for us to provide a pretty bottle at a competitive price but rather if the greater price is being paid somewhere else by someone or by some environment in a complicated situation.

If the answer is yes then the product won’t survive and will mostly be preferred by another brand or worst boycotted. This is not something that can be ignored by any industry.  Accountability and integrity are driving force that we put forefront at WIRD and we need to lead by example. As an example, we are changing the distillery warehouse’s roof to accommodate solar panel installation so to produce some of its own electricity with a goal of self-sufficiency. No one knows what the future holds but one of our main responsibilities is to take actions to ensure a better future for our descendants.

 

13. Who would like to meet in the rum industry? What would you say to him/her?

There is no specific person at the moment as I really now becoming familiar with the names and faces in the wider industry. But there are several places/distilleries I would like to visit.

I am a rum geek so the star for me stays the stills! Just to be able to speak to various plant operators or other technical persons and understand how they approach their respective operations.

The nuances of how their stills operate. Many even get some hands-on experience at some of those locations.  And this would not be limited to the rum industry as there is much we can learn from other spirits, as much as they can learn from us.  On the production side of the rum we are always eager to share experiences and help each other along.

 

14. What are your next goals in the rum industry?

I partially answered this earlier when I spoke about the way rum can contribute to improving the crisis in some countries.  There are several things WIRD does here in Barbados to allow rum to play a key role in revitalizing the economy in Barbados: sustainable production, brand building especially in the premium and super premium sector, agri-tourism/spiritourism.

For others, these are some of the areas rum the rum industry can develop to quickly achieve the economic goals of our country.

15. Plans you have when you leave the rum industry.

Time will tell.  I’m not forcing that at the moment.  But that would be a family discussion first.

 

16. Why is the role of the bartender important in the rum industry?

Bartenders are at the forefront of the service industry. They are the faces, the first contact a consumer have with our products. They are, sometimes unknowingly, ambassadors of our products.

Their role cannot be underestimated or undervalued if rum is to be gain universal acceptance across all demographics.  It means we have a responsibility to educate and inform bartenders as much as we do the end consumer. Actually, this is one of our pillars: EDUCATION.

Not only has it helped to push our products forward but to elevate the category as a whole.

 

17. What is your advice for new generations in the rum industry?

Rum is poised to take off exponentially so now is a great time to be involved.

There is so much more information and resources available today that when I started; so take advantage of that.  Be curious.

Some level of training/schooling is also important and can provide a good base to start, but experience can’t be replicated in a classroom.  Be willing to learn from the others who have been there before you but don’t be afraid to express yourself. Very important: Do not be close minded and take everything you hear for universal truth.  So, Go on a rum adventure and have fun while doing it!

18. How can people learn more about you? Website? Social media page?

Not many places as I’m a private person.  Give me a call, come visit in Barbados but don’t search too hard online.