Rum Connoisseur
Interview of The Week:

SLY AUGUSTIN

Owner of Trailer Happines

1. Who is Sly Augustin?

Born and bred in Notting Hill, it was almost fate when Sly Augustin became the owner of West London’s acclaimed mid-century tiki community bar, Trailer Happiness in 2012. Augustin’s lifelong love of rum peaked during a summer trip to St. Lucia aged 18 where, after trying some powerful local rum from the barrel, he discovered a local coconut rum liqueur. From there, he grew his knowledge of the spirit becoming one of London’s leading rum aficionados. After spearheading a series of events, from flying guests to St. Lucia for its annual Jazz festival to organizing experiences in venues across the capital, including Trailer Happiness, Augustin built a strong relationship with the staff and the previous owner. In 2012, having planned to relocate to New York, Augustin heard that Trailer Happiness was potentially going to close down. After speaking to close friends, he decided to buy the business with money he’d made selling properties and the rest is history.

 

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

My biggest achievement in the Rum Industry is keeping Trailer Happiness open and helping to restore its reputation as one of the world’s best bars. Trailer Happiness is both a rum and bartender embassy that allows enthusiasts to explore new rums and to meet up with other likeminded rum fans. It’s a vital piece of the rum landscape that has showcased some of the world’s finest rums and hosted some of the most talented rum producers for the last 16 years.

 

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

Growing up, rum love was just a part of being from the Caribbean. My parents are from St Lucia and Jamaica, so I grew up surrounded by good quality rum which was always on hand at various family celebrations.

 

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

For me a spirit is only as good as the people you share it with and there is no greater family in the spirits industry than the rum family. Together we are on a mission to share and educate and there is still much work to be done.

 

5. Favourite Drink + Recipe

My favourite drink changes almost daily but today it’s a Banana Old fashioned:

-60ml Rum 66 Cask Strength Rum

-10ml Giffard Crème Banane -Banana Liqueur

– 5ml Simple syrup

-2 Dashes Rhum JM Cacao Bitters

 

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

The rum industry is at a very important stage in its evolution. If it continues to take the right steps it will create a valuable legacy which protects regional traditions and identities, which is crucial if rum is to have sustained success. Commercial rums continue to flourish but there is no future without respecting rum’s history, this ultimately means prioritizing quality over profit or at the very least giving a little more consideration to it. Cheap rum doesn’t have to be bad rum.  In the next 5 years I can see the niche high quality rum segment growing to a point where it starts to influence the more commercial producers and this is good for the consumer.

 

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

In order to grow the Premium rum category, we need more honesty and transparency. Without consumer trust the category will continue to lose ground to well establish spirits in the premium market such as Whiskey and Bourbon.

 

8. Which rum would you recommend a person that?

• Sipping a premium rum for the 1st time: Real McCoy 12
• Likes Scotch Whisky: Rhum JM XO
• Likes Bourbon: Foursquare 2007
• Likes Gin or Vodka: Cor Cor Green for Gin lovers and DonQ Crystal for vodka
• Likes Cognac: El Dorado 12

 

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

I’ve had a lot of support from the industry over the last 7 years with too many names to mention; in particular Ian Burrell, Stuart Hudson and Shervene Shahbazkhani have been incredibly helpful. My number 1 idol right now is definitely Monica Berg!

 

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

In the next 12 months I hope to visit some Jamaican distilleries, release collaborative rum and open a new site

 

12. Any last words?

Be nice, drink well, spread love and remember nobody is more important than you just as you are no more important than anybody else.

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

Instagram: https://www.instagram.com/slyaugustin/?hl=es-la

Twitter: https://twitter.com/SlyAugustin