The Art of Rum from the South of the World: CARLO PURICELLI

In a corner of southern Argentina, among stills, barrels, and an unwavering vision, Carlo Puricelli has achieved something extraordinary.

A trained chef and passionate beverage creator, he is the founder and master distiller of Del Sur Secret Distillery, an artisanal micro-distillery where rum is not only crafted, but honored. With over a decade of experience, Carlo has turned his love of spirits into a mission: to position Argentine rum in the global conversation.

In this exclusive interview with The Rum Lab, he shares his journey, the challenges of producing rum in a country where it is still an emerging market, and his commitment to innovation without losing the essence of tradition.

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

The biggest challenge was, without a doubt, the lack of rum culture and training in Argentina. There are few distilleries dedicated to rum and little technical information available. To overcome this, I traveled to Venezuela and could train at Hacienda Santa Teresa, an experience that marked a turning point in my approach as a distiller.

TRL: How do you see the rum market developing in the next 5–10 years, and what trends do you think will shape the future of the industry?

I can speak primarily about the Argentine market, where rum is still emerging but shows clear signs of growth in both consumption and production. The trend is toward more complex rums, made with artisanal techniques and a strong identity of origin. I think we will see constant evolution, with an increasingly curious and demanding public.

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

Traveling to Venezuela and seeing the work at Hacienda Santa Teresa firsthand was a turning point. Seeing how they combine tradition, community, and excellence deeply inspired me and defined my desire to create a rum with its own character, honest and expressive.

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

Our approach combines traditional distillation with the innovative use of different aging barrels, such as vermouth, Calvados, and medium-toasted American oak. This allows us to develop unique profiles without losing respect for classic methods.

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

One of our most notable launches has been our Ron Blend de Barricas, the result of combining aging in vermouth, Calvados, and American oak barrels. It’s a very personal product that reflects our philosophy of experimentation without losing authenticity.

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

Direct conversation with our consumers is key. We explain in detail the production process, the sensory profile, and, above all, new ways to enjoy rum. We want people to understand that rum is a noble, complex, and worthy beverage, beyond clichés.

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

We work in small batches, which allows us to have exhaustive control over every detail. This artisanal scale allows us to take care of every stage of the process and guarantee a consistent quality standard.

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

A precious collaboration was with Destilería Madoc, a whiskey specialist. They aged a whiskey in our barrels previously used for rum, and the exchange of knowledge was enriching for both projects.

TRL: What is your long-term vision for your rum brand, and how do you see your role in the rum’s evolution?

Our goal is to continue perfecting our blending work and showcase the potential of Argentine rum. I see myself as part of a new generation of producers committed to quality, authenticity, and local identity within the rum world.

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

My advice is simple: don’t generalize. The world of rum is vast and diverse. Try different styles, regions, and production methods. Find the rum that truly resonates with you.

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

You can follow us on Instagram: @delsurdistillery Or visit our website: www.unicovermouth.ar