Saúl Ramírez: From the Law to Tawala Rum, a Journey with a Purpose
Saúl Ramírez is a lawyer by profession, but his true calling led him to explore the world of spirits with a curiosity that turned into passion. A certified Romelier from the Central University of Venezuela, he now channels that knowledge as a partner and director of Alcoholes Larenses C.A., the distillery located in Barquisimeto, Lara State, where Tawala rum is born.
His role goes beyond executive management: Saúl leads the expansion of this Venezuelan brand, with the firm goal of positioning it in the local market and conquering the most demanding palates internationally. Let’s learn more about him in this interview:
TRL: What was the biggest challenge you faced in launching your rum brand, and how did you overcome it?
I must proudly confess that Tawala rum is the result of a collective effort. The passion and hard work of many people have been indispensable. From the initial vision of our founding partner, Mr. Juan Lares, to the spirit and enthusiasm of each worker, employee, technician, and member of the sales team, everyone has contributed to making this journey possible.
Regarding the challenges, we have overcome two major obstacles:
Launching a business in Venezuela: Being an entrepreneur in my beloved country is a titanic task that requires unwavering dedication and resilience. Adapting to the economic, commercial, and logistical particularities of our country has been an invaluable learning experience. Every obstacle has been transformed into an opportunity to innovate and strengthen our processes. So, every bottle of Tawala that leaves the distillery is a testament to our perseverance.
Exporting to Europe: Bringing Tawala Rum to Europe has been an adventure. We’ve had to learn about the complexity of a highly competitive market, from the intricate import regulations to the great size of our giant competitors. It has been a strategic, commercial, and logistical challenge, but we are facing it with professionalism, passion, and the conviction that our Rum deserves a place in the most exclusive bars around the world. To ensure success in our Route To Market and to efficiently, consistently, and systematically grow with our European partners and distributors, we have established a dedicated logistics hub. Every difficult step we’ve taken has prepared us for the next one.
TRL: How do you see the rum market evolving in the next 5-10 years, and what trends do you think will shape the future of the industry?
The rum market will not only be maintained but also transformed and flourish. Although I am aware of the presence of new products and the rise of other spirits like tequila and mezcal, far from seeing them as a threat, I consider them a catalyst for our greatness. The next few years will be a period of consolidation and expansion for the Rum Industry.
From my perspective, the future of our industry is being shaped by four key factors:
The premiumization of consumption. Global statistics show a growing middle class that seeks quality over quantity. The modern consumer wants a story, a legacy, and an experience.
With its rich history and versatility, the rum is perfectly positioned to fit this demand. Aged and high-end rums, like our Rum Tawala “Huella,” have a promising future by offering the exclusivity that the market craves.
Demographic growth and the search for authenticity. As the world’s population continues to grow, new generations of consumers are becoming more curious and adventurous. They are open to tasting flavors from different cultures. Rum, the quintessential drink of the Caribbean and Latin America, has a soul and authenticity that few spirits can match. Each bottle of Tawala tells the story of our Venezuelan land, and that story is our greatest asset.
The awakening of the Asian giant. This is the factor that excites me the most: the Asian market, with its immense population and growing purchasing power. Traditionally dominated by other beverages, the thirst for new experiences in Asia is opening the doors to cane spirits. The potential is simply gigantic!
Versatility is the key to success. The rum category is so vast and diverse that it can compete on any front: from vibrant cocktails with white rums to the elegance of aged rums that are enjoyed neat, in the style of whiskey. This versatility ensures us a permanent and outstanding place in the hearts and minds of consumers. In my opinion, rum is one of the most universal spirits.
TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?
Our journey has just started, but that doesn’t make it any less epic. We still feel that we are just beginning, and every beginning is difficult. We have had to overcome an infinite number of obstacles: financial, commercial, industrial, production, and the inherent difficulties of working in our country, Venezuela. But each of these challenges has boosted our mulishness, a mulishness that comes from the deep conviction of having a clear goal: to do things well and create a rum of unmatched quality.
I can tell you about two experiences that have confirmed we are on the right path:
One of these defining moments was the satisfaction of winning our first medals in the world’s most important competitions. The most recent awards include: Silver at the New York World Spirits Competition 2024, Gold and Silver at the San Francisco World Spirits Competition 2025, and Grand Gold and Silver at the CMB Spirits Selection International 2025 (Concours Mondial Bruxelles). For our young brand, receiving that international recognition was a validation of our hard work. It’s an inexplicable feeling to see your passion, your effort, and your vision rewarded on a global scale. It was proof that the rum we are creating has a special spot on the top-tier spirits lists of the world.
And the second major milestone, and perhaps the most decisive, was the firm decision to go to Europe. It wasn’t just a commercial goal; it was a statement of intent. There was a magical moment when our entire team moved in unison, like the pieces of a Swiss watch. Every person, from our master blender and her team to the warehouse and logistics staff, did their part perfectly to make that dream come true. Seeing our bottles of Tawala cross the ocean and reach the hands of our first European distributors is the materialization of a collective effort.
We are building our own road. As the Spanish poet Antonio Machado said (Also popularized by the great Spanish singer and songwriter Joan Manuel Serrat): “Caminante, no hay camino, se hace camino al andar,” which in English means “Traveler, there is no road, the road is made by walking.” And, like Frank Sinatra, we are doing it our way, following the powerful philosophy of “I did it my way.” Every step we take is a decision that defines our destiny.
TRL: How do you balance tradition with innovation in your approach to rum-making or marketing?
Answering this question is a golden opportunity to talk about what defines the spirit of our brand: the perfect balance between tradition and innovation.
At Tawala, we bring the quality of Venezuelan rum to the world, but with a unique personality that makes us one of a kind. We express this identity not only in words but in every detail of our products, from the name to the liquid that rests in each bottle.
We honor tradition with our name. “Tawala” means “brother” in the Wayúu language, an indigenous Venezuelan ethnic group. This name is a tribute to our roots and the richness of our cultural heritage. Also, respect for ancestral rum-making methods is a legacy that we value and protect, because that is where the essence of a true Venezuelan rum lies.
We dare to go beyond the conventional to create profiles that will surprise the consumers. At Tawala, we don’t use tricks:
- Natural color: The color of our rums is given by the time in the barrel. We do not add colorants, such as caramel, to ensure a pure and authentic product.
- Authentic flavor: We are firm in our decision not to add sugar or to minimize it, and to avoid unnecessary filtration. This allows the profile of our spirits—distilled in alembic and batch kettle and aged in white oak barrels—to shine with its own light. The result is a premium rum with a pure and distinctive flavor, created by our master blender, Mrs. Mairobys Chacón.
Our innovation is also reflected in the design of our bottles. For our “Origen” and “Huella” rums, we created a unique rectangular bottle made by talented Venezuelan artists from 100% recycled glass. Each bottle is a work of art that not only contains rum but also conveys our passion for sustainability and local art.
TRL: What are some recent initiatives or products you’ve launched that have been particularly impactful?
Every launch is an exciting moment, but there is one that has left an indelible mark on the history of our company. It’s not so recent, but it’s important: it was the launch of our premium aged rums, our Ron Tawala “Origen” and Tawala “Huella.”
Ron Tawala “Huella,” for example, is more than just a product: it’s a statement of intent. While most follow an already-trodden path, we dared to create a rum that, although deeply Venezuelan in its essence, has its own personality that distinguishes it from the rest.
Tawala “Huella” is a masterful blend of 8- and 6-year-old spirits, produced in both alembic and column stills—a combination that gives it a fascinating complexity. But its true magic lies in two characteristics that make it unique:
Strength and flavor: With an alcohol content of 47%, “Huella” breaks with convention in Venezuela. This alcohol level is not just a number; it is the key to releasing intense flavors and aromas that captivate the senses, offering an unforgettable tasting experience.
In its most “natural” stage, in a world of additives and filters, we opt for authenticity. For example, Tawala “Huella” is a rum that I call “nature” because it contains no added sugar or colorants (caramel). Its amber color is completely natural: it is the honest result of time and wood, proof of its purity and commitment to quality. It is a rum that, in our audacity, has not been subjected to press filtration processes.
The most incredible thing about the history of this rum is that it was a development thought of exclusively for the French market. I am convinced that Tawala “Huella” is destined to be one of Venezuela’s flagship rums, a product that not only represents our heritage but also leaves an unmistakable mark on the world rum industry.
TRL: How do you educate consumers about your rum, and what’s the most important lesson they should take away?
This is a topic that I personally and our team are passionate about. Because what’s the point of creating something incredible if no one understands it or knows how to appreciate it? For us, consumer education is a necessity; it’s a mission. It’s how we connect the heart of our work with the palate of those who enjoy our rums.
But let’s be honest: the reality is that not everyone wants a seminar or a class on distillation or aging. Sometimes, people just want to relax and enjoy a drink. And there it is, the challenge and the opportunity: how to educate without them feeling like a class?
Our philosophy is simple: education has to be an adventure. We must make learning a fun experience. That’s why we start with something as basic as the bottle label itself. It’s not just a pretty design; it’s our first business card, and it’s where we subtly reveal some of the secrets of our rum, inviting curiosity.
Then, we take that adventure to a higher level with public tastings and samplings. But don’t imagine them as a boring event; we transform them into moments of celebration, where the rum is the protagonist and learning is the guest of honor. It’s the perfect excuse to laugh, share, and along the way discover why each sip is unique.
There are also our allies, the bartenders. They are the ambassadors of our rums. That’s why we make sure they know every single detail of our products. When a bartender recommends a drink, they’re not just serving you a beverage; they’re transmitting a story, knowledge they themselves have absorbed.
And finally, with great importance and weight, are the elements that technology, the internet, and the different social networks provide us with. For example, active participation on specialized pages like this one. There are also the much-talked-about “influencers,” especially those specializing in spirits and rums. They are currently as important as all the other activities I have mentioned for transmitting knowledge.
Now, about what would be the most important lesson for me: this is not an easy answer, because everything depends on the focus, whether the answer is about rum in general or about our brand.
I’ll summarize: if I had to talk about rum in general, the most important lesson would be to teach the public that rum is one of the most universal and versatile spirits there is, and that it is more than just a drink: it is a whole culture, it is history, there are varieties that originate from geography or production techniques, and that to learn to value and enjoy it better, it is necessary to understand and know all that.
Instead, the most important lesson I could give about our brand is that Tawala is a rum made in its own distillery in Venezuela; it is a true Venezuelan rum that prioritizes quality based on tradition, but with its own profiles, characteristics, and personality that make it unique.
TRL: How do you manage quality and consistency as your brand grows and enters new markets?
Many people can make a good rum, but maintain and sustain that magic as the world opens its doors to you. That’s where you see what a true champion is made of! And we understand that.
For us, at Ron Tawala, quality and consistency are not just pretty words: they are our DNA, our promise. They are the guarantee that every person who acquires our rum, whether in any corner of Venezuela or in any of the European countries we are exploring, enjoys a quality product.
Behind our brand is a story, an entire industry. We are one of only four integral rum complexes in all of Venezuela, which means we control and carry out all stages of the process: from fermentation, distillation in our stills, aging in our cellars, blending in our battery of tanks, and bottling on our filling line.
In other words, there are assets dedicated to one thing, creating the best possible rums. Tawala is not an empty brand; we are not here for a short game; our race is a long one, a marathon, and there is only one way to run it: by being obsessed with quality. Our Department of Quality maintains high standards, and that’s what allows us to dream of a limitless horizon.
We are convinced that the success of a brand of rum is not only in the moment of creation. The real test is maintaining that quality over time. A master blending’s job is not just to create magical formulas; it’s to maintain and replicate them. The real key is in the routine, in the daily work.
And that work, that seems impossible, is done extraordinarily by our team, under the brilliant direction of our master blender, Mrs. Mairobys Chacón. She is the guardian of our consistency, the alchemist who ensures that each bottle of Ron Tawala is a perfect replica of the last one and a delicious anticipation of the next.
TRL: Can you share a collaboration or partnership that helped elevate your brand to new levels?
This answer is not what you would expect, but it is the one we are most proud of.
We don’t have a famous partner or a collaboration with a mega-star that has launched our brand to stardom. Our biggest and most valuable collaboration, the only one that has propelled Ron Tawala to new levels, is the incredible human team we have.
It is a chain of passion and dedication that goes from the beginning to the end: from the workers in the plant, the technical staff, the different managers, and the administrative staff, to the marketing and sales team.
This is our greatest partnership, our only collaboration: the synergy of this team is what has allowed us to grow, overcome challenges, and, most importantly, maintain the quality we promise in every bottle.
It is the commitment and passion of each person that turns Ron Tawala into a growing brand. We have propelled ourselves, showing that with hard work, professionalism, and a united team, the limits do not exist. And that, without a doubt, is a success story that we are immensely proud of.
TRL: What is your long-term vision for your rum brand, and how do you see your role in the evolution of the rum industry?
When people ask me about the long-term vision for Ron Tawala, I could audaciously answer that we aren’t just building a brand; we are building a legacy. As I have already said, behind Tawala is a comprehensive industry, not just a name on a bottle. We are laying the groundwork for Ron Tawala to become a Venezuelan rum brand with a global presence. For now, our focus is on conquering Europe, but that’s just the beginning. See this as the first stage of a journey that will take us to other continents, carrying the essence of our land.
About my role, I can tell you that in addition to collaborating responsibly with our partners and management team, it is to be a worthy ambassador for Ron Tawala and for Venezuelan rum in the world. To work to bring an excellent Venezuelan rum brand to the world, and with it, the name of Venezuela.
TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?
To all those who love rum, I would recommend that they be curious. Nowadays, knowledge is at your fingertips. I would recommend that they research rum and the products they consume, so that they don’t limit themselves to what they see on the label. They should seek to understand the characteristics, history, and processes for the production of the rums they try. Knowledge is the first step toward true appreciation and enjoyment.
If you have the opportunity, visit distilleries. Seeing the process firsthand, smelling the aging cellars, and talking to the master blending and master distillers is one of the most educational and rewarding experiences a rum lover can have.
And what I never stop advising is to enjoy, but with prudence: Rum is synonymous with celebration and good times. So, enjoy it, celebrate it, but always in moderation. True pleasure is in savoring every moment, not in abusing it.
Rum is a beverage with a deep and fascinating history. My wish is that everyone who approaches it does so with the respect and curiosity it deserves.
TRL: How can people learn more about you? Website? Social media page?
My email is: saulsabas@gmail.com. And my Instagram is @saulsabasramirez @rontawalave
