I’m an Australian who after many years in corporate drinks businesses, Beam Brands, Diageo & Constellation Brands decided to add to the industry and disrupt it a bit! By bringing back 400 years old forgotten rum story. In doing so it also allowed me to move to Bali, the Island of the gods where I travel from each month telling that story and sharing great drinks along the way.
I lead a team of people who are tasked and privileged to be able to bring back the forgotten story of Indonesian rum, not many people know that sugar cane has been cultivated in Indonesia for over 8,000 years, and the people of these 17,000 islands have been distilling spirits since they learned the art from Chinese traders many centuries ago. Some of the very first rums drunk in Europe were Indonesian island rums – and, though these spirits may have been forgotten, their craft has not. Our vision is take this forgotten story to the world along with the amazing rum we have developed to capture the ancient days and modern nights that Indonesia and the island of Bali have to offer. So far we have launched across SE ASIA up to Japan, down to Australia and now Southern California.
I have always like drinking with sand under my feet therefore rum was always around, rum seems to be where I like to be, beaches, islands, mountains generally places of the beaten track. Rum allows you to escape and to travel with every sip.
My passion now is to inspire the next generation of rum drinkers by telling an old rum story in a modern way that fits today’s millennial consumers. Make adventure and new experiences enhanced by great drinks. I want to put Indonesian rum back on the map, finish what the Dutch started 400 years ago.
Living in Bali it has to be a refreshing and a twisted Mojito suits my old school style
40ml Nusa Cana Tropical island rum
20ml Nusa Cana Spiced rum
20ml lime juice
15ml pineapple syrup
6 mit leaves
Muddle mint lime, rum and syrup. Swizzle with crushed ice. Layer Spiced rum float.
Garnish with mint sprig, pineapple leaf
Corn ‘N’ Oil & Old Fashioned are my favourite cocktails for aged / dark rums in cooler climate
Today rum industry is on the move and heading to a better place. I ask myself is the industry better now than it was 10 years ago, and I have to answer ‘yes’. The consumer has more rum choices on shelf than ever before. Better quality rums are on the market and better conversations about those rums origins, styles, environment, labour, blending, aging and dosage are being had. It’s making the industry increasingly aware of innovations and grateful for achievements. Those that engage in these transparent conversations within the industry have benefited the category as a whole
There is no doubt the rum industry is getting energized from within and doing a great job of speaking to existing rum lovers. This is my take on where we are at today. And it’s all positive
But is it a great time for the next generation to enter into the rum world for the first time?
As knowledge of rum continually expands so too does the ability to innovate within it and excite new consumers to the category The next 5 years has to be about turning rums positive energy of today toward educating and engaging with the entry level consumer of tomorrow. Communicating directly to the ‘new to rum’ consumer. Getting the next generation consumer on the first rung of the rum ladder. Giving them confidence and information to explore the depth of the category is the job of the next 5 years.
Right now rum suffers from a broad base of un-inspiring entry level brands that do not invite exploration or customer curiosity in category. Some of the biggest selling rum brands of the past decades have failed to capture new audiences. Plenty of cheap products in the supermarkets. A few global brands in the bars acting as pillars for the category. And a small but ever increasing amount of super-premium products marketed to a disposable income niche within the category. This pyramid needs inverting to encourage category growth. Or at the very least the broad base of poorer quality entry level rums needs to shrink in breadth and increase in quality and consumer engagement.
When enough entry level brands producing quality rums, true to their origin, are talking to their consumers and encouraging and creating drinking opportunities, premiumization of the category can occur. In short, we’ve been innovating at the wrong end of the spectrum for too long. To be the next ‘gin craze’, to grow the premium category of rum, rum has to speak and innovate to the entry level consumers of the future.
When I first moved to Bali the legendary Dre Masso was already based here, his understanding of Indonesian culture and flavours has been both educational and inspiring.
Surf and snowboard on the same day in California with few Nusa Caña’s in between.
Show the world our new Spice Island Rum, Indonesia are the original spice islands our spiced rum will capture that in a modern way.
Spend more time in Byron Bay our brands home away from home in Australia.
Terima Kasih, that’s an expression of gratitude in Bahasa Indonesian
Instagram: https://www.instagram.com/marcnusacana/
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