Rum Connoisseur
Interview of The Week:

LEON BRUNS

Master Distiller of Whistler African Style Rum

 

1. Who is Leon Bruns

I am a bit of a dreamer. Always wanting to expand my horizon and experiences.  I think “entrepreneur” is perhaps the best description. I quit my job in 2015 to start Whistler with my brother and his brother-in-law on the basis of us having this urge to whistle our own tune in life and not sit behind a desk working for some unknown face in an office many floors above your own. So far it has been what can only be described as a frustratingly enjoyable treat.

The saying, “If you enjoy what you do you will not work a day in your life” comes to mind. We have been operating for a about 18 months now and what we have achieved makes it all worth the effort. But the most rewarding is finishing distilling at 4 am in the morning and enjoying a hot coffee while the sun rises over the flat African landscape. Something that words will never be able to describe sufficiently.

 

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

Being awarded the Best Rum on Show trophy at the Old Mutual Spirits Trophy Show. This was our first spirits awards show we entered, and we beat a bunch of the large international players in the market.

 

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

I learned to enjoy Rum at university as it was, just by chance, the first drink I bought myself. But the real love came from looking at the people that associate with the rum culture, as rum people tend to be the adventurous types. People that want to experience new things.

 

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

Mostly it is that we at Whistler want to keep on exploring. Rum is such an exciting spirits class that we feel it needs to be expanded. Especially in South Africa. We are releasing a port barrel finished Solera Rum soon as well as some interesting barrel-exchange programs that we have started.

 

5. Favorite Drink + Recipe.

We developed some of our rums for the exact purpose

of making the tastiest possible version of our favourite drinks.

Whistler African Style Dark Rum on ice is a real treat. Even for non-connoisseurs. The classic old fashioned with our Dark rum and a Dark-and-stormy with our Whistler African Style Spiced Rum are crowd favorites at the distillery.

 

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

In the South African market, the feedback we receive across the board is that the rum wave is about to hit. It is just a matter of time.

Subsequently we built a sizeable distillery to service a potential increasing demand.

We have also been seeing a lot of interest for abroad for unique African products that distributors can add to their portfolio. We have not locked ourselves into anything as we feel the perfect partner is out there somewhere to export our products to a global audience.

 

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

The consumer needs to experience what a premium rum can deliver. Through educating the local market, we have seen a large local consumer base being converted to rum.

 

8. Which rum would you recommend a person that:

• Is Sipping a premium rum for the 1st time – Whistler African Style Dark Rum – The award winner – Good intro to the first time Rum drinker. Not to heavy on the Rum notes. Soft toffee, toasted nuts and a smooth citrus finish.
• Likes Scotch Whisky – Whistler African Style Boplaas Barrel Exchange -Aged in ex whiskey barrels. Flowery rum notes with a background of the classic whiskey notes
• Likes Bourbon – Whistler African Style Master Solera. Bottled at 46%. Port notes galore followed by a nice subtle Rum and bourbon mix.
• Likes Gin or Vodka – Whistler African Style Silver Rum – Smoothest white spirit I have ever come across. Soft banana with a hint of berries and candy floss. Solid mouth feel
• Likes Cognac – Whistler African Style Dark Rum – The award winner. Aged in a similar method than what the cognac rules stipulate. We incorporate both American and French Oak barrels. Smooth straight up.

 

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

Luis Ayala – I did a training course with him at the Rum University in Louisville, Kentucky. He taught me the value in being a purist from a production perspective.
Jonathan Miles – A fermentation specialist in South Africa that assisted in overcoming a few of our earlier technical challenges. His input sped my learning process up quite a bit.
My father, Sandy Bruns – He taught me that constant, well-directed effort will always pay off.

 

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

Entering and excelling in one of the major distilling competitions.

I would also like to find an international distribution partner to assist us in reaching a larger consumer base. And, of course, to share the Whistler story as far and wide as possible.

 

11. Any last words?

We encourage people to follow suit in our rum revolution and #ReThinkRum. If you live in or visit South Africa, visit the distillery between the towns of Henneman and Riebeeckstad in the Free State province of South Africa and join us for a rum adventure worth embarking on.

 

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

We have a website, online store and blog which can be found here: www.whistlerrum.co.za

 

Also keep an eye on our social media channels:

– Facebook: https://www.facebook.com/whistlerrum/

– Instagram: https://www.instagram.com/whistlerrum/

– Twitter: https://twitter.com/Whistler_Rum

I am also available on e-mail via leon@whistlerrum.co.za