Senior Global Marketing Manager – Guatemalan Spirits: IVÁN VALDEZ COLL

Iván is a passionate marketing and innovation strategist with a rich background in brand building, new product development, and revenue growth management, spanning over 15 years in the beverages industry. His journey began with SABMiller in his native Ecuador and later in Peru, contributing to renowned local and global brands (beer and soft drinks) in Latin America.

In 2019, He was introduced to the dynamic realm of rum, taking on the role of Senior Global Marketing Manager for the aged rum category at Guatemalan Spirits, now based in Guatemala. Their international rum brand portfolio includes Botran Rum (the top-selling aged rum in Guatemala), Miracielo Rum / Colonial Rum (the rum of Antigua Guatemala), Altabruma Rum (the untamed rum of Guatemala), among others.

TRL: What does the rum mean to you? What made you fall in love with rum and when did it happen?

Fantastic question! To me, rum means Limitless Conversations. The world of rum encompasses a wide spectrum of styles and brands, each filled with stories behind every sip. The technical footprint of the product and the history/provenance of the brand ignite dialogues, ultimately resulting in great connections among rum drinkers.

I fell in love with rum through an unforgettable conversation with our master blenders, centered on the intricate technical nuances and the proper way to conduct rum tasting. Understanding the artistry behind rum was an eye-opener that propelled my appreciation for it.

TRL: Three essential characteristics that define the rum according to your perspective.

In my point of view, TERROIR (including inceptisol soil, vertisol soil, among others), RAW MATERIAL (such as virgin sugar cane honey, pure sugar cane juice, molasses, among others), and AGING (dynamic, static, at altitude, on the coast, among others) are the three essential characteristics that define rum and ultimately result in unique profiles of aroma, taste, and finish (aftertaste) – all of which are unique to each rum style. Nonetheless, other characteristics also contribute to the result, such as fermentation and distillation.

TRL: Benefits that the rum industry has given you.
I must say that rum brings a world filled with possibilities to explore and innovate. But above all, a vibrant community of passionate rum lovers and friends united to take the category to the next level.

TRL: What’s another thing you are passionate about, besides rum? Why?

As an analogy to a great rum blend, I must answer with a blend of three great passions in my life:

– Psychology:  Neuro Linguistic programming, Carl Jung’s models, among other reading materials that nurture my genuine desire to delve into the complexities of human behavior and emotions.
– Sports:  As a former professional swimmer, the discipline of sports training is rooted in my DNA, with a special love for swimming, CrossFit, and tennis.
– Music:  Coming from a family of artists and musicians, I dearly enjoy playing the guitar and singing at karaoke (not the best voice, but definitely the personality).

TRL: What is your favorite place for drinking rum?

As we’ve touched upon, rum symbolizes limitless conversations, so any place is perfect as long as it’s with great companions.

TRL: Favorite drink + Recipe

I enjoy savoring my rum on the rocks (Botran N 18 paired with dark chocolate), nonetheless, my go-to cocktail is the Botran N 15 Rum Fashioned
– 2 oz Botran Rum
– 0.25 oz simple syrup
– 3 dashes of Angostura bitters
– Orange peel twist

TRL: Why is it important to educate the rum consumer?

Rum education is crucial to the industry because it ignites appreciation and curiosity.  Moreover, informed consumers will continue to elevate the category, becoming ambassadors of great conversations and custodians of the overall quality of rums around the world. As rum producers, it is our commitment to provide the proper tools to foster education, such as thorough masterclasses and product information, among other educational resources.

TRL: Any tips to train the palate and taste a good premium rum?

Yes indeed.  In my opinion, the first step to training the palate is to understand its current status – as William Thomson Kelvin said, ‘What is not defined cannot be measured. What is not measured cannot be improved. What is not improved is always degraded.’ Thus, if you want to seriously train your palate, the starting point would be to take a Taste Detection Threshold (TDT) test, which provides a reliable measure of sweet, salty, and umami taste detection thresholds.

After this, neat rum sipping will become a journey of practice and validation where you can match your capacity to identify layers of taste across aroma, palate, and finish versus what the brand information indicates (which for the most part tasting notes are given by nosing experts in the field). One last tip: drink water before tasting, take a first small sip of rum (meant only to prepare your palate for rum tasting), and lastly, you can go for a second sip (this is when you can conduct rum tasting).

TRL: What are your next goals in the rum industry?

My top goal is to continue strengthening our rum portfolio through brand building and innovation. Botran and Miracielo Rums have already made waves, gracing the shelves of over 50 and 20 countries worldwide, respectively, and our expansion journey doesn’t stop there. We’re constantly spreading our wings into new markets and travel retail, amplifying our presence globally. But stay tuned for thrilling news and potentially new brands ahead as we strive to bring fresh and exhilarating rums to our consumers.

TRL: What is your advice for new generations in the rum industry?

One of my favorite quotes comes from Steve Jobs: “Stay young, stay foolish.” I find it profoundly inspiring and encourage new generations to embrace it wholeheartedly. By staying curious and open-minded, we embark on a never-ending journey of exploration and discovery in the dynamic and exciting realm of rum.

TRL: How can people learn more about you? Website? Social media page?

https://www.linkedin.com/in/ivanvaldez/  
https://licoresdeguatemala.com/  
www.botranrum.com