Rum Connoisseur
Interview Of the Week

SUSANA MASIS

Ron Centenario Master Blender

 

 

1. Who is Susana Masis?

I am a chemical engineer with 27 years of experience in the liquor industry. I also have an extensive experience in the food industry, implementing quality programs such as ISO and HACCP standards. I am the proud Master Blender of my beloved rum brand, Ron Centenario the rum of Costa Rica, and also I’m the Quality Control Assurance Manager in Centenario Internacional in San José.

One of my passions is to develop new products, create new experiences and ensure that our consumers enjoy our products.  As Master Blender I have the responsibility of the blending area, aging warehouse and the purchase and logistic of Ron Centenario packaging and raw material, but also our international portfolio.

Off the record I’m a bird lover, so I’m always looking to get to know about this world and joining bird watch groups allowed me fulfilling this hobby with new adventures.

 

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

The highest achievement for me has been to understand perfectly the consumers’ needs in the different markets where we have presence. When I developed the Ron Centenario The Rum of Costa Rica premium portfolio, I did it based on the international market’s requirements, we understood that the brand had the opportunity to fulfill differentiated consumer needs. The first one I developed was Ron Centenario 20 years Fundación.

Another achievement that makes me happy and proud is how much I love to see that our products participate in festivals and are able to won awards worldwide and how the brand is recognized as one of the best liquors in the spirits category.

 

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

I started to work in the liquor industry in 1994 and soon I had to begin to taste, study and analyzed every product. The aging warehouse, its aromas, its different rums, what each barrel brings to every product, be able to develop blendings… I love the product development because is a way to express a unique story. Behind every bottle of Ron Centenario there´s so much history to tell and a paradise to represent as Costa Rica. I have a wonderful lab full of different spirits samples from around the world so you can imagine this is a work that many  people dreamed of  and just few  and lucky have…that´s how I see myself…very lucky to be able to create, experiment and tell stories through delicious and unique liquids.

 

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

We have very high-quality products and what impulses me is to think on how much consumers fall in love with Ron Centenario. We want our products to be part of our consumer’s life, be an enabler for them to have a different experience and an unforgettable stories to tell. As a company we have a long path to walk as of today we are in more than 25 countries, where we become an important brand and gain the affection of consumers. With all we have been through I am awaiting to see a significant growth of Ron Centenario and I am completely sure that this time will come soon.

 

5. Favourite Drink + Recipe

I like to taste products neat, in a tasting glass with specific characteristics some are wide below and narrow at the top that will allow me to feel different sensations when sipping the rum.

Occasionally I like to develop or create recipes including other products that could give me a different experience; for example, I developed a line of chocolates for every Ron Centenario Premium Family (18, 20, 25, 30).  This chocolates will enhance some tasting notes of our rums that will give me and our consumers a full experience marinating rums and chocolate. Just a sneak peak Ron Centenario Fundación will marinate perfectly with a chocolate at 72% pure cacao and orange peel.

 

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

The rum industry is changing, shifting towards premium rums. I think this will be the constant in the next 5 years. Consumers in the world are paying for experiences, and this is translated in high quality aged rums.

Differentiating the brand with new tasting notes and finishing’s with other barrels will be the key of the rum industry, and that’s where Ron Centenario is going with our Premium line.

The rum industry is becoming more exclusive, with differences in processes, in barrels and packaging. Ron Centenario as leaders in the rum industry analyses and takes into considerations all the needs of our consumers, that will keep us innovating and soon you can expect big surprises with the brand.

 

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

It is already changing, rum category has evolve and Premium rums are earning more and more share in Europe, Asia and the United States. In our country Costa Rica is changing gradually.

Ron Centenario has been creating exclusive spaces for educating consumers about the rums and creating tastings with different menu products so you can combine with all our portfolio. This will allow to create a palate of our premium line, but also we create an experience that can be be told.

 

8. Which rum would you recommend a person that?

1. Sipping a premium rum for the 1st time:

This consumer at first instance wants to try different things; so I think this person will be daring, dynamic and creative. The rum that I would recommend is definitely Ron Centenario 18 Reserva de la Familia, because when tasting the product you will find dynamism and it has completely different tasting notes rather than a traditional rum.

2. Likes Scotch Whisky:

I would recommend Ron Centenario 20 Fundación, this is mainly, because it features softness and Fruity aromas like Apple, this if we think of highland scotch whiskies.

3. Likes Bourbon

The recommendation would be Ron Centenario 25 Gran Reserva, because it is spicy and a bit dry. With notes of green fruits.

4. Likes Gin or Vodka:

This consumer is normally used to mixed the product, so I am quite sure that our trade mark innovation the RonTonic with our premium rums will be the perfect match. With this signature cocktails you can find a lot of varieties, starting with a traditional mojito renewed into a Mojito Tonic with Ron Centenario 20yo Fundación or passing by a more fancy elaborated smoked rosemary RonTonic with our dynamic Ron Centenario 25yo Gran Reserva.

5. Likes Cognac:

Winner of many medals and catalogued as the Best Liquor of the year in 2011, 2014, 2016 and 2017 by the Internationaler Spirituosen Wettbewerb on Frankfurt Germany, winning over brandys, cognac, whiskeys and other spririts, I would recommend Ron Centenario 30yo Edición Limitada.its a rum for connoisseurs because when tasting you would find a 360 degrees sensation in your mouth, having fruity, spiced, leather, smoked and chocolate notes in once.

As you can see we have a rum for each different palate and all with their own identity and characteristics. My colleagues say that we have a rum with a women seal and aroma.

 

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

Many people have influenced my professional life, for which I thank the chemical Minor Garro, my mentor, my boss, my friend, in the most important part of my life (when studying and doing my final tests and internships) . He believed in me and taught me that everything is possible with effort and dedication.

In the alcoholic beverage industry, I would like to thank Seagram’s for believing in me, but specially the Chemical Engineer Gilberto Briceño, who for many years was the Director of Quality Assurance for Seagram’s Americas, he helped me and guided me with passion in the world of alcoholic beverages, it is worth mentioning that for me Gilberto is an unconditional mentor who was always ready to help, and willing to share his knowledge, but most important his friendship and professionalism to overcome any situation.

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

I have interesting projects which I have been working on for some years now, every day is special and everything as we know it now is changing and transforming in a unique way.

My bucket list is:

• Keep blending the best rum done right.
• Keep on creating experiences to consumers.
• New blends for the Ron Centenario Family.
• Opening new markets for Ron Centenario.
• Generate new trends of consumption (RonTonics)
• Keep on seeing smiles and joy when people try Ron Centenario

 

11. Any last words?

I live life with passion, I enjoy everything I do, I’m grateful with the people around me. I live with the illusion of all what we can do. I know it is not easy, but nobody said that it would be.

I am perseverant, empowered women and I can tell you that if believed that everything is possible with effort and dedication you will accomplished it.

I toasted every day with the certainty that the best day is the one we are living. Salud!

 

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

My linkedin is:  https://www.linkedin.com/in/susana-masis-987287157/