The Ultimate Awards is a competition created to recognize and reward the work of the people who have made it possible for the rum industry to grow. We are talking about brand ambassadors, bartenders, authors, content creators, and TV personalities, among many others.
Since its launch, the competition has had a great success around the world. One of its key components is the public’s participation. Rummeliers, aficionados, and whoever is interested in sugar cane spirits can choose their favorite personality, and who better than them to do it? All rum brands develop aims at their loyal consumers, who are also part of their growth and evolution.
The Ultimate Rum Ambassador is one of the editions that stands out. It honors the global brand ambassadors’ trajectory and their job in promoting rum expressions while educating rum consumers on sugar cane spirits. This year, the competition lasted for nearly one month. During this period, the public chose their favorite Brand Ambassadors among 17 nominees from 16 rum brands. Let’s present the three winners:
Mauricio Solórzano obtained 1st place with 833 votes. He has been part of the Flor de Caña family since 1997, starting as a Special Events Manager and later assigned as Global Brand Ambassador. This has been a key role for him since it is meant to support the brand’s international expansion.
“Over the years, I’ve had the pleasure of visiting over 35 countries around the globe to share the story of Flor de Caña and introduce consumers to our world of sustainably crafted, ultra-premium rums. I’ve been invited to speak at events such as Whisky Live in Paris, Rum Fest in New York, Miami and San Francisco, and Le Cordon Bleu Institute in Lima, Peru, among others.”
During his trajectory, Solórzano has worked with a talented and outstanding team whose members have achieved many things together for the brand, and this is actually one of his main achievements. Even though this role has had some challenges, one of them is to train a network of brand ambassadors worldwide. “They all have different cultures, different traditions, and languages, but we all share our love and passion for our rum.”
Nowadays, Flor de Caña Rum is the world’s only Carbon Neutral, and Fair Trade certified spirit. One of the main projects they are working on is promoting the brand’s Sustainable Cocktail Challenge. The global competition aims to inspire the bartending community to become sustainability champions and build a greener future by creating incredible cocktails with sustainable ingredients and techniques. “Last year, we had participants from over 30 countries, crowning the UK participant as the global champ. We’re aiming to do it larger this year.”
Solórzano also shared with The Rum Lab their impressions as the winner of The Ultimate Rum Ambassador 2022:
“It was an amazing opportunity to be part of a competition that seeks to recognize the work and talent of rum ambassadors around the globe. I believe this is the only competition of its kind in the world. It was a very exciting competition, and it was deeply humbling to see the support of family, friends, and colleagues worldwide. It was an honor to compete with the other seventeen rum ambassadors of the industry, and I know very well how tough but rewarding the job is. I wouldn’t change it for anything in the world!”
In Solórzano’s viewpoint, the world has become more globalized, and as we face challenges such as the pandemic, the brand ambassador role has to evolve. “We see the need to look for new channels and tools to reach consumers—for example, online—but also how to engage with consumers in events and presentations. We have to be multifaceted, in the sense that we need to be rum experts, great storytellers, and charismatic to capture consumers’ attention.”
Daniel Mora obtained 2nd place with 357 votes. Since 2017, his career as a Global Rum Ambassador of Ron Centenario has been characterized by innovation, changes in sustainability policies, and social responsibility. He has worked on educational programs and advertising campaigns designed under the brand’s three strategic pillars: people, the planet, and Ron Centenario’s portfolio.
“I’ve been blessed to have the opportunity to work in different areas of the brand. Marketing, Education as a Brand Ambassador, and commercial wise speaking as International Business Manager.”
Mora’s most significant contribution to the brand has been his passion. “Ron Centenario has belonged to my world since I can remember since my grandparents and my father enjoyed it at family gatherings. The brand is an important part of the history of Costa Rica, and being able to represent the brand worldwide fills me with pride and satisfaction.”
On the other hand, the biggest challenges he has faced as a brand ambassador include opening new markets, taking the brand’s message to different countries, and tropicalizing Ron Centenario so that in each country where it is available, the Costa Rican essence can be present.
In this sense, Mora affirms that more challenges are yet to come, “but positioning the brand as a sustainable rum, making packaging changes, and innovating with new products in the portfolio linked to the brand’s history have been stars won along the way.”
According to Daniel Mora, the projects that Ron Centenario are developing cover innovations in their portfolio and image, as well as the design of sustainable and socially responsible policies to give back to the earth as much as it has given us.
“Now, we continue growing in the markets where we have a presence without forgetting to open more international markets where we can educate about the rum aged by nature. Also, we keep learning from my fellow Brand Ambassadors who are an example to follow and in which the common goal is to continue growing the rum category worldwide.”
After participating in The Ultimate Awards Rum Ambassadors, Mora said,
“Being nominated in such a select group of colleagues from the rum world and sharing show after show with them has made this experience unique. I never imagined in my five years of career with Ron Centenario getting second place and being voted and recognized by many people. I must thank people from all over the world who voted for me and the support I saw in my country’s written, radio, and television press.”
He also added, “the most entertaining thing was participating, being able to be part of the experience. But, I think the most important thing about this contest is the people’s affection. When I put a story on my social media networks asking to continue voting, they wrote me back with congratulations and a screenshot of their votes. Seeing that people accompanied me in this process was a wonderful experience.”
Finally, being a brand ambassador has become a huge responsibility for him. The position has evolved and the ambassadors are now more prepared than ever, being aware of the trends in innovation and styles in the rum industry. “Knowing that day by day you meet possible fans of the brand you represent but also that you represent the country where the brand is from. I think everything is becoming more professional. The exposure of the brands and the rum industry is greater every day.”
Mora also reflected on the issue that the Rum Ambassador role is about “being responsible with consumers, with the planet, and knowing that the message will go to many people who follow you and love this passionate and enriching world that is rum.”
Audrey Hands received 247 votes, obtaining 3rd place in the competition. She has been working in the hospitality sector for more than 17 years in many countries and is also a member of the Pernod Ricard family. Hands has left her mark in cocktail hotspots such as Floridita UK, HIX, Trailer Happiness, and Palmer & Co.
Hands’ passion for Latin culture and gastronomy led her to become a specialist in spirits such as rum and tequila. As a Global Brand Ambassador of Havana Club, she has worked on market planning and on-trade strategy. She also has promoted awareness of Cuban rum and culture, working closely with bartenders and entrepreneurs in the industry while building a successful career.
Recently, during the 2022 New York Rum Festival that took place on June 18 at the Metropolitan Pavilion, both Mauricio Solórzano and Daniel Mora receive their certificate awards.
Congratulations to all the winners!
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