Zamora Company Spain, Brand Manager: MARIA ANTONELLA LUPO

TRL: Who is Maria Antonella Lupo?
Venezuelan, resident in Spain since 2009, I started my career in the spirits business in 2006 as a member of Santa Teresa’s Trade Marketing team in Venezuela. After a year, I had the opportunity to participate in a fantastic project: taking on the role of New Market Manager and expanding the presence of Ron Santa Teresa in Southern Europe.

In 2010, I joined the Campari Spain team, where, as Trade Marketing Manager, we had the privilege of presenting Appleton Rum to bartenders and mixologists.

Finally, in 2016, I joined Zamora Company, Spain, where I was Brand Manager of Matusalem for two years. Now, as Senior Brand Manager, the company has allowed me to expand the reach of Ron Abuelo and share its unique story in Spain and Portugal.

TRL: What does the rum mean to you? What made you fall in love with rum and when did it happen?
Is the heritage of my home: Venezuela. It means pride, passion, and history. From the moment I started working with Ron Santa Teresa, I realized that rum is more than just a simple spirit: it’s the best way to express origin and tradition through a unique journey of sensations.

TRL: Three essential characteristics that define the rum according to your perspective.
– Identity: Rum has unique and specific characteristics based on its place of origin.
– Complexity: It’s a distillation that can be as complex as we desire
– Versatility: From its origin to its different serving options.

TRL: What is the most important contribution you have made to the rum industry?
During the beginning of my professional career in the rum industry, I had the opportunity to bring the legacy of Santa Teresa’s Rum to various countries in Southern Europe. It was a highly challenging project for me, and I am proud to have been a part of it.

TRL: Benefits that the rum industry has given you.
The opportunity to explore different countries and understand consumers. Additionally, meeting professionals in the industry and mixologists who are true “magicians” working behind the bar. Rum has been key to my personal and professional growth.

TRL: What’s another thing you are passionate about, in addition to rum? Why?
I am passionate about mixology. Mixology is an art; it’s creativity and innovation.

TRL: What is your favorite place for drinking rum?
A cocktail bar with friends is the best place to enjoy a good Rum

TRL: Favorite drink + Recipe
Classic Daiquiri with aged rum

TRL: Why is it important to educate the rum consumer?
The Rum category is interesting and, in many cases, “unknown”.

Is important for the consumer to understand the complexity behind each bottle of rum: the different D.O., the aging process, and also the different ways to enjoy it.

All of this makes Rum a complex and magic distillate, that the consumer will value once they will obtain more knowledge about the category.

TRL: What are your next goals in the rum industry?
Expand my knowledge of the rum category and actively participate in the brand development project for Ron Abuelo in the Spanish and Portuguese market

TRL: Why is the role of the bartender important in the rum industry?
A good bartender surprises you with his creations, recommends the best drink to suit your tastes, and at the same time, is key to educating consumers about categories and mixology.

Having a bartender with good expertise in the rum category will be highly important in driving its global development.

TRL: How can people learn more about you? Website? Social media page?
IG: https://www.instagram.com/marinellalupo/
LINKEDIN: www.linkedin.com/in/maria-antonella-lupo-887b9120