Shaping Rum Culture in the Americas: Guillaume Lamy and the Planteray Vision

As Managing Director of Maison Ferrand USA, Guillaume Lamy oversees everything related to Planteray Rum across the Americas — a role that places him at the center of education, advocacy, and brand development for one of the most dynamic rum portfolios in the industry. Working alongside what he proudly calls “the best team of rum educators in the business,” including the ever‑energetic Rum Community Liaison Adrienne Stoner, Lamy is helping shape how consumers, bartenders, and enthusiasts experience and understand rum today. His leadership blends strategic insight with a genuine passion for community, making him a key voice in the category’s evolution.

TRL: What was the biggest challenge you faced in launching your rum brand, and how did you overcome it?

​When I started in 1999, very few Rum drinkers were interested in origins or distillation dates. Our very first Planteray Rums were Trinidad 1991, Jamaica 1983, and Barbados 1986. Many Rum consumers then thought that Rum was only one style or one taste. It took some time to explain the concept of origin and cultures of Rum, and these three very different Planteray Rums were perfect for showcasing the diversity of Rum.

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?

Even though the category has evolved a ton, it is still in its infancy. These next 5-10 years will bring in even more diversity and authenticity to the category, with more consumers travelling to the distilleries and places of production, where they can experience firsthand the richness and complexity of Rum cultures.

TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?

Our very first blend, circa 2002: Grande Reserve from Barbados, shaped our future as we were not just releasing small lots from specific distillation years. It was our very first Planteray expression that would showcase the Barbados origin to a much greater market. All of a sudden, a Rum consumer could buy very high Quality at a very approachable taste. This for Planteray was a breakthrough when we were not just talking to high proof, vintage Rum drinkers, but also the everyday Rum drinker that discovered a way to step up their game and still have a ton of fun doing it. Because of this first blend, we are now proud to showcase the Barbados origin with our signature Planteray XO blend in over 140 countries worldwide.

TRL: How do you balance tradition with innovation in your approach to rum-making or marketing?

Great innovation always comes from 3 main pillars: the respect of historical practices, being true to the cane, and showing full transparency on what we put in the bottle. Once these pillars are in place, pushing boundaries is a ton of fun.

TRL: What are some recent initiatives or products you’ve launched that have been particularly impactful?

Our most recent innovation was based on long historical research about Navy Rum. Creating Mister Fogg was a true innovation in the sense that a Rum was actually made after a book. Imagine writing a 200 page book about what Navy Rum was all about and making it exactly like the book tells you. It was a lot of work and definitely not the most productive way to make Rum, but to this day, and in my opinion, probably the best blend we have ever released. 

TRL: How do you educate consumers about your rum, and what’s the most important lesson they should take away?

I always make sure that consumers understand the richness of Rum history and the skill set that is needed from Rum producers to put out top-quality products. They need to get out of my Rum seminar thinking that it takes as much dedication, time, skills, and investments to make Rum as it does to make a fine wine.

TRL: How do you manage quality and consistency as your brand grows and enters new markets?

Taste, Educate, Repeat. There is no such thing as one or two rum training sessions a year for any member of my team. It is a constant effort, be it 10 min before a restaurant shift or 3 hours in an in Depth seminar as many times as you can in the course of the year.

TRL: Can you share a collaboration or partnership that helped elevate your brand to new levels?

Tough question to answer, as we have had many incredible partnerships and collaborations. This is precisely what Planteray is all about: Rum people making Rum together. However, at the personal level, the one collaboration that took me to the next level in understanding Barbados rum culture is spending time at the distillery with Henderson Skinner, known by everybody as “Digger”. He worked as a distiller, blender and cellar manager for 45 years and his father worked at the distillery for 47 years before him. His stories about Barbados rum making in the late seventies and early eighties blew me away and made me realize the extent and diversity of Barbadian rum.

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?

My long-term visión is to make sure that more industry professionals will give the Rum category the respect it deserves. It is easy these days to bury your head in sales and not take the time to ask questions to the guys by the pot still or to spend time with trade professionals or consumers who want to understand more about the category. Sales without education never build a category; they might build trends, but they always remain temporary. Just like the Wine industry got developed through schools of sommelier, we need more Rummeliers out there.

TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?

Do not hesitate to travel to the distilleries and speak directly with the people who make the Rum. Most Rum makers I have met in person were always so happy to talk about what they do. It is still possible today to walk through the kitchen, take advantage of it, and travel to these warm places.

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

We have a team in the US that can answer a ton of questions about Planteray Rum and Rum in general. The best is really to contact me directly at glamy@maisonferrand.com. We are that small.

We also have that really cool newsletter called “Uncut Stories”, which covers a lot of what we do as Rum producers. Uncut Stories by Maison Ferrand — Sign in

​And if you decide to travel to Barbados, come and see us at the distillery. We can arrange a Special tour and show you our kitchen. Please visit https://stadesrumexperience.rezgo.com