The mission to bring the soul of Ron Abuelo to the world: DANIEL FÁBREGA

When we talk about Ron Abuelo, we are talking about Panama: its land, its history, and its people. And few people embody that spirit better than Daniel Fábrega, the brand’s Vice President of International Business Development. With over two decades of experience in the spirits industry, Fábrega has witnessed the growth and evolution of Ron Abuelo from a close and passionate perspective. For him, every trip represents an opportunity not only to position a product of excellence but also to share a cultural heritage that is proudly distilled in every bottle. 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?

In 2001, when we globalized the brand, the challenge was immense. We were taking something profoundly local, deeply rooted in Panamanian culture, and introducing it to the world. But we believed in our rum. We believed in our craftsmanship, our family legacy, and above all, the story we had to tell.

It wasn’t easy, but with dedication, hard work, and an unwavering commitment to our identity, we earned our place on the global stage, sharing the spirit of Panama, one bottle at a time.

And we never stopped there. Innovation is part of who we are. Our spirit refuses to stand still. Whether it’s exploring new expressions, sustainable practices, or unique ways to connect with our consumers, we’re always honoring our heritage while embracing the future.

TRL: How do you see the rum market developing in the next 5–10 years?

The future of rum is bright. We’re seeing a strong shift towards premiumization, and rightly so. Consumers are more informed, more curious, and more passionate than ever. They’re looking for authenticity, craftsmanship, and purpose. Diversity will also play a key role—both in the profiles of rums and in the people who represent the industry. Rum is more than a spirit. It is a culture. It is history. It is a story told in every sip.

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

After having the honor of serving for five years as Panama’s Ambassador in the United Kingdom, I returned home just as the world faced the uncertainty of COVID. That moment of reconnection, with both my roots and our brand, was significant: it reminded me that our strength lies in resilience, and that even in the most challenging times, there is always an opportunity to grow, innovate, and lead with heart.

TRL: How do you balance tradition with innovation?

Innovation is essential—it’s part of who we are. But we never compromise on our DNA. We innovate from a place of deep respect for our origins. Every new step we take is rooted in our heritage. That balance allows us to remain relevant without losing our soul.

TRL: What are some recent initiatives or products that have made an impact?

Two of our most exciting creations are Two Oaks and Three Angels. These aren’t just rums; they’re journeys for the bold, the curious, and the connoisseurs of adventure. They reflect our drive to push boundaries while still honoring our time-tested craftsmanship.

TRL: How do you educate consumers about your rum?

We believe education should be fun, but always elegant and classy. Our activations combine storytelling with experience. We invite people not just to taste our rum, but to feel it, to understand it. When you walk away from a Ron Abuelo experience, you carry with you not just knowledge, but emotion.

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

Quality and consistency are not negotiable. They are pillars of our philosophy. We are masters of rum, and that mastery comes with responsibility. We are obsessed with crafting the perfect blend—always improving, always refining—for those who expect nothing less than excellence.

TRL: Can you share a collaboration that helped elevate your brand?

One collaboration I’m most proud of is our partnership with Women Leading Rum & Spirits. Inclusion and diversity aren’t just buzzwords for us—they’re core values. I deeply value the insight, passion, and strength that women bring to this industry. Their perspective has taught me so much, both professionally and personally. The rum industry is stronger, more dynamic, and more inspiring because of them.

Another key to our brand’s growth has been the strong, trust-based relationships we’ve built with our importers across over 50 countries. These are not just commercial partners—they’re true allies. We share goals, support each other, and grow together. That spirit of collaboration has been essential in expanding our reach and staying true to our values, no matter where we go.

TRL: What is your long-term vision for Ron Abuelo?

Our long-term vision is to continue opening new markets, expanding in strategic territories, and growing in travel & retail, all while pushing the boundaries of what a rum brand can be. Emerging markets may pose challenges, but they are also brimming with promise. This is a mission for the long haul, and we are fully committed to it. My role is to keep that vision alive, energized, and constantly growing.

Every time our team successfully opens a new market, I feel an immense sense of pride. It’s not just about bringing Ron Abuelo to new frontiers—it’s about carrying Panama’s flag with us. Each new market we enter, every new connection we forge, is a step closer to sharing our heritage and spirit with the world.

TRL: What advice would you give to rum lovers?

Explore. Taste. Pay attention. Every rum has a story, and every detail matters. Don’t just drink rum—experience it. Understand where it comes from, how it’s made, and what makes it unique. Rum is not just rum—it is a work of art.

Thank you for the opportunity to share a little of what drives us. I’m excited about the future of Ron Abuelo and about everything we have yet to discover together. Here’s to the spirit of Panama—¡Salud!