Rum Visionaries Leading the Category

In the world of the rum industry, some leaders stand out not only for their ability to navigate through complex and changing markets but also for their commitment to innovation, quality, and sustainability. TheRumLab and TheUltimateAwards have hand picked a group of leaders who, for 2023, have done amazing work helping in the rum industry. 

From revitalizing historic brands to introducing disruptive innovations in production and marketing, these leaders are leaving an indelible mark on the industry. With strategies ranging from using sustainable local resources to adopting unique aging techniques, they demonstrate that a commitment to quality and sustainability can go hand in hand with commercial success.

Danielle Zighelboim

Danielle Zighelboim, also known as Dani Zig, is the co-founder and CEO of Coconut Cartel, a company that has revolutionized the rum industry by combining aged Guatemalan rum with fresh coconut water, creating a smooth and accessible tasting experience. Her distinctive style draws heavily from her Central American heritage and her upbringing in a country that is both El Salvador and Guatemala, which has profoundly influenced her appreciation for food and agriculture. Under her leadership, Coconut Cartel has not only stood out for its distinctive product but also for its commitment to sustainability, prioritizing localized production to minimize carbon emissions related to the transportation of materials and finished products.

In addition to her innovative product, Danielle has stood out for her ability to grow a small operation in an international spirits company before turning 30, along with her brother Mike, who has been key in the exploration and connection with Guatemala and El Salvador. Its success is based on using local coconut water to dilute barrel-strength rum to bottle-strength, a strategy that has enabled Coconut Cartel to build a small empire by serving alcoholic coconut cocktails to Miami’s elite.

Danielle’s vision and leadership have been instrumental in positioning Coconut Cartel in a unique niche in the rum market, offering an elevated yet accessible experience for consumers new to the world of rum. Its focus on quality, authenticity, and sustainability, coupled with an innovative marketing strategy that leverages Central American histories and cultures, have allowed the brand to stand out and grow in a competitive sector.

Danielle Zighelboim’s story is a testament to the power of innovation, commitment to sustainability, and the influence of cultural roots in creating a successful brand in the rum industry. His work with Coconut Cartel has not only changed the way consumers perceive rum but has also set new standards for the production and marketing of spirits.

Alexandra Alfaro

Alexandra Alfaro, as Director of Corporate Marketing at Licores de Guatemala, has played a crucial role in strengthening the brand’s presence in the premium segment of the rum market. Her track record reflects an unwavering commitment to excellence and innovation, using her experience and vision to position Licores de Guatemala not only as a leader in its home country but also on the world stage. Through carefully designed and executed marketing strategies, Alfaro has significantly contributed to brand recognition, focusing on the authenticity and exceptional quality of the company’s products.

Under his leadership, Licores de Guatemala has implemented innovative image strategies that have positively impacted the market, highlighting the richness and diversity of Guatemalan rum. Alfaro has used marketing campaigns that tell the stories behind the products, connecting with consumers on an emotional and cultural level. These initiatives have increased the brand’s visibility in international forums, positioning itself as synonymous with luxury and quality. Its focus on sustainability and social responsibility has also played an important role in differentiating Licores de Guatemala in a market that is increasingly aware of these values.

Ben Jones

Ben Jones, in his role at Spiribam, has been instrumental in the promotion and expansion of Caribbean rum in North America. By leading marketing and distribution efforts for a premium rum portfolio, Jones has significantly contributed to redefining the perception of rhum among American consumers. Its focus has been on educating the market about the richness and diversity of Caribbean rum, moving the category beyond the typical associations with beach cocktails to be appreciated as a fine drink with complexity and variety.

Through innovations in product presentation and marketing, Ben Jones has worked tirelessly to position Spiribam and its rums in a category of their own. This includes launching limited editions, improving the tasting experience for consumers, and developing strategic collaborations that highlight the quality and uniqueness of their rums. His leadership has been key in introducing sustainable production practices and fostering a greater appreciation for terroir in rum production, demonstrating how these factors influence the flavor profile of Caribbean rums.

Guillaume Lamy

Guillaume Lamy has established himself as a central figure at Maison Ferrand USA, where his track record and leadership have been critical to growth and innovation within the company. Since his inception in the spirits industry, Lamy has demonstrated a passion and in-depth knowledge for rum and cognac, which has allowed him to rise to the position of Vice President for America. His previous experience, marked by a deep understanding of the spirits market, has been crucial in his ability to navigate and thrive in the complex rum and cognac landscape in the United States.

Lamy has stood out for his exceptional skills as a salesperson and relationship manager, skills that have been essential to forging important links within the industry. His focus on building strong relationships with distributors, retailers, and consumers has significantly contributed to Maison Ferrand’s success in the US market. Lamy’s ability to communicate the history, quality and uniqueness of Maison Ferrand products has increased its visibility and demand, establishing the brand as a benchmark in the premium spirits segment.

Troy Arquiza

Troy Arquiza has made a remarkable professional journey, from his roots in Manila to becoming a key figure at Bacardi, one of the giants of the rum industry. This journey not only reflects an impressive rise within the company but also his deep understanding of rum culture and production. His experience in various areas of the industry, from brewing to brand management and product innovation, has allowed him to make a significant impact at Bacardi, especially in promoting and elevating its premium rum category.

Among his achievements, Arquiza has played a crucial role in elevating Bacardi 8 as a benchmark within the premium rum category. Its focus on quality, history, and authenticity has allowed Bacardi 8 not only to be appreciated by rum connoisseurs but also to become a symbol of the richness and complexity that rum can offer. Under his leadership, innovations have been implemented in both the production process and marketing strategy, ensuring that Bacardi 8 maintains its position as a premium choice for consumers looking for exceptional tasting experiences.

Troy Arquiza’s vision for the future of Bacardi, and premium rum in general, is deeply rooted in a commitment to quality and sustainability. 

Through their bold visions and innovative leadership, Danielle Zighelboim, Alexandra Alfaro, Ben Jones, Guillaume Lamy, and Troy Arquiza are not only raising the standard of the rum category but also pointing the way to a future where excellence, sustainability, and social responsibility are intrinsically intertwined with commercial success. 

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