Rum Connoisseur Interview of The Week: LUIS IBAÑEZ Industrias Licoreras de Guatemala CEO
Rum Connoisseur
Interview of The Week:
LUIS IBAÑEZ
Industrias Licoreras de Guatemala CEO
1. Who is Luis Ibañez?
Passionate & creative, in love with rum & spirits industry. Having worked for the beer industry for a long time, I was captured by the complexity and variety of possibilities in the spirits industry. Coming from the marketing & commercial front, I have always been consumer & shopper oriented, therefore I am a true believer of innovation surprising consumers and driving engagement for category growth.
I am Peruvian national, working as an ex-pat for the last 15 years in several countries in Latam, and one of the key levers that I have developed throughout the years in market practice is reading consumers of different nationalities and cultural backgrounds, finding emotions and drivers that connect them with brands.
2. Biggest achievement you personally feel you have accomplished for the rum industry.
When accepting the challenge in Guatemala I was told that this was a deep rum culture country, and what I found actually is that we, as an industry, had the best products in terms of liquids, however, in the present the category was a bit tired, brands were not hot at the market place and the glamour, fun and excitement was in other spirits such as gin, tequila, etc.
My first mission was to reignite the category in our homeland and convince Guatemala´s new generations that they should be proud being home of the best rums in the world. Bringing excitement to the category thru innovation has been one of the biggest achievements, Industrias Licoreras of Guatemala has grown 9.7% and 12.2% in the last two years. You must conquer the hearts of your homeland consumers before trying to sell anywhere else, it is a matter of pride and inspiration.
3. What made you fall in love with rum and when did it happen?
When I was at the University in early 80’s, Peruvians from that generation were strong rum drinkers. I enjoyed rum and all that came with it, but when those great years in my early adulthood were over, I thought the category was over for me, as I could not imagine other occasions but party time and loud amusement amongst friends. That was what rum was all about at that time: Caribbean and big night out positioning for rum, that was what biggest rum brands were selling for the mainstream & mass market. Then, I went to work for beer category and for a number of years I did not have the chance nor the motivation.
Then two years ago, I found myself attending a rum tasting in Guatemala at Quetzaltenango aging center and sharing with Lorena Vasquez, the master blender. I could feel the passion coming out from her heart when explaining the aromas and flavors, when teaching how to smell and how to make the liquid gently slip down your throat. As I was listening and trying to learn and understand the complexity, I realized that something really great was going on with the liquid. I knew that was the beginning of an extraordinary journey, you may call it destiny or just coincidence, but almost 20 years after my first rum drinking session I was learning to drink it again but in a completely different way, a fulfilling and mindful experience.
4. What is that thing that makes you want to continue in the rum industry?
I think it is a personal challenge: This complex and great liquid must be enhanced, there is a big opportunity to make it glorious for consumers, for connoisseurs, for craft lovers, for those who appreciate good things in life. Rum is a real thing and cannot be considered below any other category. We have the mission to make it outstanding compared to any high quality brown spirit. We have the opportunity to communicate integrity as we are fully committed to produce great rums with no additives and no shortcuts. There are tons of work to do with the category and it all begins with the liquid.
5. Favorite Drink + Recipe
My favorite drink is Solera 1893: 1 ½ Oz of Botran Solera, 3 Oz sparkling water, ice and a twist of orange peel. It is session able, feels dry and oak notes can be perceived as dry fruits.
6. Where do you see the rum industry today and in the next 5 years?
I think today we are still building the foundations, we now have pretty good brands, premium ones, improved packaging, innovative concepts are starting to appear and better liquids, to make a position in the high-end spirits. There are a couple of companies creating great brands and that is positive for the rum industry. In the next years, transparency will be a key “must have” specially in the ultra-premium & premium segments. Innovative mixes will re-ignite the category for younger consumers, and hopefully I expect we will have a strong category momentum, growing consumer base throughout the world. In order to spread the magic, we need to focus on provenance, high quality raw materials, and the particular know how, that makes each great rum a masterpiece different from others.
7. What do you think needs to happen to grow the premium category of rum?
First of all, we need to re-introduce magic into the category: blending and aging great rums is an art, but consumers are not fully aware, let’s make them know. Focus on provenance & know how: there are some great areas of the world where outstanding rums are being made. Controlled Designation of Origin to build category reputation and desirability. And finally, strong innovation to build category momentum and desirability amongst new entries.
8. Which rum would you recommend a person that:
- Likes Scotch Whisky: Botran 1892 Solera, is one of the driest rums I have tried. Add gentle sparkling water and Ice.
- Likes Bourbon: Zacapa 23
- Likes Gin or Vodka: Botran Reserva Blanca rum tonic (white aged rum for premium mixology).
- Likes Cognac: Zacapa Xo or Zacapa Royal
9. Share some (2-3) of your mentors and how they have help you.
I have learnt from Lorena Vasquez the art of appreciating the blending. Her inspiration to build beautiful and complex liquids always drives my curiosity and surprises me every time. I have learnt from Karl Lippert when working for SABMiller the foundations of consumer economics that makes the consumers emotional choices come to life thru rational decisions, that will finally drive company growth. I have learnt from Eduardo Lira when learning to be a marketer the power of precise words and engaging communication. Not a single word out of context, the exact benefit written in such a way that causes consumer connection and clear understanding.
10. What 3-5 things do you have in your bucket list for the next 12 months?
Botran rum, image restate plus innovative liquid extensions for the brand. Rum innovation for category new entries, need to re-ignite young adults’ entrance in dark spirits.
11. Any last words?
No one can do better for a category that the ones that care about it. We are not bankers nor investors, we are rum producers and have passion for what we do. We will not compromise rum category development for short term profits as we have been so long in the market. Great things will come for those who build sustainable positions with patience and thru solid superior brand propositions.
