Rum Connoisseur
Interview of The Week:

LUIS PLANAS

Vice President & Master Blender – Edmundo B. Fernández Inc. (Ron Del Barrilito)

 

1. Who is Luis Planas?

I was born in Santiago, Cuba in 1955. I left Cuba as refugee during Castro Regime, moving to Spain for one year, and then eventually settling down in Puerto Rico. I graduated from University of Puerto Rico, receiving a B.S. in Biochemistry, and a Graduate Degree in Industrial Management. In 1993, I completed my post-graduate degree in Business Strategy at Darden University.

My career in rum began in 1981, when I joined Bacardi Puerto Rico, where I was in charge of overseeing the fermentation process at the distillery. Over the next few years, I continued my work with Bacardi, and in addition, released several publications detailing the Biochemistry and Controls of Rum Fermentation. Soon after, I was tasked with leading the fermentation process across all six distilleries that Bacardi was operating at the time. In 1993, I became the Blender in charge of the Bacardi rum production for the US and Canada markets. In 2001, I was appointed as Master Blender for Bacardi, leading the Global Rum Blending Team. During this time, I also oversaw all new classic rum development, and implemented blending quality standards across all Bacardi distilleries and blending plants around the world. After more than 30 years with Bacardi, I retired in 2013. Over the next few years, I worked as a consultant on several projects, and in 2017, I was asked to join in the evaluation and acquisition of Ron del Barrilito, Puerto Rico’s oldest premium rum, where I would lead the production as the brand’s Master Blender.

After having spent my entire career working with large-scale production brands with recognizable international presence, the transition to an artisanal and unique brand like Ron del Barrilito has truly been eye-opening and a privilege to experience. Dating back to 1880, the processes that Ron del Barrilito implements have remained entirely intact, preserving traditions that are practically unheard of in the world of rum production today. As a Master Blender, my role is to ensure that we maintain the same quality and consistency in our century old products, while at the same time, formulate new super premium offerings using the aged inventory at hand. Working with the Fernandez family, I have come to gain an even greater respect for the production of rum, acknowledging the diversity that this spirit can have and how consumers from all around the world grow connected because of it.

 

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

Rum is an interesting spirit, starting from the legal standpoint, where the products must comply with both local and federal regulations. Your process must be in line with your formulas, labels, and marketing claims. When you understand the process, it is easy to fall in love with it and the complexity that it brings with it. To understand it you must go to the start of the process and understand how these products are created. By controlling the fermentation biochemistry, manipulating yeast and how it metabolizes different alcohols and components from the sugarcane, you are able to create a unique profile in your product. The same goes for the unwanted components that may affect the taste and how the product would evolve during the subsequent processes like distillation and aging. You must understand how the design of your distillation system works, and how to make the different extractions, depending on the compound volatility, to result in a consistent final rum profile.

The process doesn’t end here, as the type of aging you choose plays a huge component in how the product continues to transform. There must be constant monitoring of the product to see how it goes interacting with the barrels. In the case of Ron del Barrilito, we have an added process before aging, which involves the preparation of the dehydrated fruit maceration process, a technique dating back to the start of the brand in 1880. With these macerates added in miniscule proportions to the rum base, we then continuously age in 500 liter ex-Oloroso Sherry barrels. Finally, Mother Nature plays its role, allowing the oxidation process to bring out the flavor according to the product brand profile. You must be very patient to wait for the right number of years to get a consistent product. How could you not fall in love and develop a unique passion for such complex but beautiful process, where you never stop learning and each blend is a unique experience that you carry out time and time again.

 

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

• Balance in aroma and taste – balance defined as none of the aromas and tastes overcoming others with the perfect amount of lingering flavors.
• Consistency – No variation among different batches
• Process credibility and legal compliance

 

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

Being able to improve the processes in all industries that I have worked for.

 

5. Benefits that the rum industry has given you.

The rum industry has been my life for 38 years, and it always has been and continues to be a beautiful career with a continuous learning process. I strive to educate consumers about the characteristics of rum and rum production, while at the same time learning from them regarding their preferences and feedback on different products. Ultimately, my goal as a rum producer is to deliver a product to consumers that they enjoy, understand, and respect. One of the basic principles that I have always been guided by is that the rums I produce are not necessarily what I prefer as a rum expert, but rather, a response to the consumer palate and what they are looking for. All in all, the rum industry has provided me with a livelihood and a way of giving back to the community, being able to support my family and at the same time bring pleasure to the lives of consumers around the world.

 

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

I love spending time with my family and travelling. When I travel, I enjoy immersing myself in the unique ways of life and culture that are part of each country, being more than just a tourist.

7. What is your favorite place for drinking rum?

At home, whe n surrounded by family, and while I cook.

 

8. Favorite drink + recipe?

A Ron del Barrilito Three Stars on the rocks. I rarely drink cocktails.

 

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

Through education, you can enlighten consumers as to the properties that make certain products so unique within the rum category. That being said, rum education can be challenging. The education programs must be open and respectful of consumers from all types of backgrounds and prior knowledge of the category. You must be able to walk them through the entire process, from start to finish, and understand the many unique methods that each step can include. I see education as a two-way street, as I feel that consumers challenging me and asking me questions helps both of us to improve in our understanding of the rum category. The most important element in education is transparency, and not hiding or holding back information that people are looking for. With transparency, you will become a credible source, and gain the loyalty of faithful enthusiasts who can continue to spread the knowledge that you put into the community. These individuals then act as unofficial rum ambassadors, helping to spread the correct information about the category to others over the years to come. In our case at Ron del Barrilito, our new Visitor Center serves this very purpose, where we aim to deliver a world-class experience to our guests, teaching them everything there is to know about our brand’s history and products. Given that our tours take place on the original Hacienda Santa Ana where the brand started in 1880, it offers an even more immersive experience. I personally work with all of our Brand Specialists regularly, to continue immersing them in everything there is to know about the brand, especially on the technical side which is my specialty.

 

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

Taste and palate are the combination of mouth and feel, using the tongue and upper part of the mouth in order to perceive flavors. In order to train these senses, you must first start with familiarizing yourself with the terminology regarding taste and aroma. To be able to effectively comprehend the taste for a brand can take months or years, as one can keep learning more about the origins of different flavors and where they come from in the spectrum of the rum making process. Ultimately, good premium rum is one that you enjoy and are willing to pay the price for, as it brings a unique sensation of pleasure to your senses in terms of aroma and taste.

 

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

The rum industry dates back hundreds of years and has helped local economies tremendously, especially in the Caribbean islands. Given the spirit’s dependence on sugar cane and its byproducts, this has resulted in many forms of employment that create the products needed for rum production. We have also seen cases where sugarcane processing has become large enough where they are able to export and support other customers and continue growing their businesses and providing opportunities. Additionally, in the case of Puerto Rico, the government has been heavily involved in the rum industry, supporting producers through tax rebates and promotional support, which has helped with the financial burden of commencing operations. The rum industry is one of the largest attractions from a tourism perspective in Puerto Rico, helping to maintain this sector healthy year in and year out. In the specific case of Ron del Barrilito, we strive to source as much as we can locally in order to support our island and origin of the brand. Being a small producer, we are able to do so, which has resulted in great relationships within the local community.

 

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

I believe that sustainable development is a topic that the rum industry and every production industry should be focused on when it comes to their day to day planning. The more that the consumer is aware of these practices, the more they can understand the effects of sustainable development and supports the brands that are striving to improve these conditions going forward. The production of rum has several byproducts and materials that are normally considered to be waste, especially given the chemical reactions that we are dealing with on a large scale and over several years at a time. As producers, we can improve the ways we work with our byproducts, such as using the organic discharges from methane to produce alternative fuel sources. At the Hacienda Santa Ana, we collect and use rain water for our dilution and cooling processes, a practice that has been occurring for over 140 years here. Regardless of the environmental restrictions that production industries are faced with, we need to go beyond these and take on a social responsibility to improve future development, supporting a sustainable future for years to come

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

I have been fortunate enough to be part of the rum industry for several decades, and through these experiences, I have met many people from around the world that I am proud to call my friends. This space is more than an industry, but rather, a community, with everyone bringing unique perspectives and stories to share and celebrate. That being said, I do not have anyone in particular that I would like to meet, but I am always welcome to the professional communication exchange regarding rum and other distilled spirits, with anyone looking to learn more about the industry or my experiences.

 

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

As I have mentioned before, education is and has always been an integral part of my day to day life, both professionally and as an individual. My current goal is to continue working with my apprentice blender here at Ron del Barrilito, passing on as much of my understanding of the industry and product as I can, while at the same time, being receptive to his experiences and perspectives. It is one responsibility to teach, but to build an interest and passion that can only come from him as an individual and it is certainly something I have witnessed over the past years. I could think of nothing that would make me more proud than to see him taking over the production of this brand, entrusted with the principles and teaching that I have and continue to provide him with for his future journey.

 

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

I would continue to enjoy time with my wife, daughters, and grandchildren, as well as travel and show them different parts of the world. Ultimately, I give thanks to God every day for all that he has given me; a life with many opportunities, surrounded by a loving family and friends that I appreciate and cherish.

 

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

The bartender plays a critical role in the spirits industry, as they have the most interaction with consumers, especially those who trust in them and are willing to listen and take their advice. Bartenders have prided themselves on being more than simply a maker of cocktails, but rather, they are beacons of knowledge as their experiences allow them to see so much of the spirits world and share their learnings and opinions with consumers. Brands know that these bartenders serve as the gatekeepers to the public, so they choose to entrust them with education about what makes their brand special. At the same time, this becomes a dialogue, where bartenders can impart their skills and experiences and bring new uses to the rum. If you are able to gain the respect of the bartender community, you create brand champions that know your story and can be honest when sharing the information with others, eventually building a community.

 

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

As new generations get involved in the rum industry, they must always remember that although you may have your own ideas, teamwork is essential for any company’s success. The best ideas and products are a result of many minds working together, as each individual usually has a unique insight to bring to the table. As a leader, you must be passionate about what you do and always focus on your goals. Everything in the rum industry comes with time, so patience is key. You must be a full believer in innovation, as you listen to your peers and embrace new ideas, evaluating them with clarity and an open mind, and celebrate your achievements. There are no right answers when it comes to this industry, which is one of the beautiful parts about it. Even as I approach 40 years in this industry, I continue to learn new things every day from those around me, both young and old. You must always have faith in yourself and be proactive, always looking further and refusing to stay in your comfort zone, as you must remain aware that the spirits industry is extremely dynamic and always undergoing change.

 

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

I am always willing to speak to anyone who may have more questions about me, my career path, or Ron del Barrilito. I don’t have social media, but if anyone would like to get in contact with me, you can reach out to our Ron del Barrilito social media platforms (website, Facebook, or Instagram) and they will be sure to relay any messages to me. As I mentioned, I enjoy teaching others and any chance I get to continue educating, I accept it quite happily.

 

Website: https://rondelbarrilito.com/

Facebook: https://www.facebook.com/rondelbarrilitopr/

Instagram: https://www.instagram.com/rondelbarrilito/