Rum Connoisseur
Interview of the Week

AURELIE KALIFA

Export Manager Spiribam

 

1. Who is Aurelie Kalifa?

I am the Export Manager for Central and Eastern Europe of Spiribam, meaning that I have the chance to spread rum love over 17 countries since the last 4 years.

Born in Paris and spending my Sundays cooking in family I have developed really early a very French passion: the gastronomy. Growing up, wines and spirits were added on the table. When I turned 18 I had the chance to integrate a prestigious Business School in Bordeaux, paradise of any wine and food lovers. Then, I had the opportunity through my studies to live in England and Germany for several years. It was time for my second passion to confirm itself: travel and discover international cultures. Back in Paris I worked for a short time at La Grande Epicerie de Paris, the dream of any epicurean. But the universe of spirits was too far from my everyday life so in parallel I studied at La Maison du Vin to pass my WSET. It was time for me to start my current life as export manager. Today I have the chance to export 7 rum brands (Rhum Clément, Rhum J.M, Chairman’s Reserve, Admiral Rodney, Bounty Rum, Arcane and Beach House) from three different islands: Martinique, Saint Lucia and Mauritius.

 

2. What does the rum mean for you? What made you fall in love with rum and when did it happen?

Rum is for me the synonym of conviviality, it is the ultimate symbol of friendship, party and heated conversation. A couple of years ago while I was in Germany, I was working in the French Chamber of Commerce to help French producers to export their wines and spirits to Germany. I was impressed with the knowledge and specificities of each producers. It is the moment I knew I wanted to work for this industry.  Spirit producers had also a kind of thorough Joie de Vivre that particularly touched me. A couple of years later I had the chance to be in Martinique in front of the Rhum J.M Distillery. You have to understand, this distillery is completely on the north of the island, isolated in a kind of jungle that you only see in movies and I was surrounded by my joyful team who was telling me dozens of anecdotes about the place, the production process etc. At the end of our tour we tasted an old Vintage, sipping this nectar, surrounded by the production team, in this idyllic spot, I knew that I just fall in love for rum.

 

3. Three essential characteristics that define the rum according to your perspective.

According to me, rum is first of all a synonym of conviviality. Whatever the circumstances you can grab a bottle and enjoy it: a fresh and relaxing cocktail made with unaged rum at the Terrace of a Bar in summer with friends or on your sofa quietly at home with your family sipping an aged and complex rum.

Rum has also the power to make you travel, just by reading the origin of the rum on its bottle you are travelling to amazing places: Martinique, Mauritius, St Lucia…and once you sip it, your travel expectations are confirmed.

On the same idea, rum has also the power to take us on a journey through time and explore the history and current culture of the many different production places.

 

4. Benefits that the rum industry has given you.

The rum industry is actually giving me way more than we could think. It makes me discover everyday people passionate about their profession. From master distiller, bartenders, barrel producers but also cellar master, agents, farmers workers I have the chance to meet and exchange with a tremendous number of people. Hearing so many different point of view makes you very humble.

The rum industry is expanding my knowledge in many different fields, first of all of course the agriculture and technical aspects of rum production meaning also the harvesting, the aging, the barrel production process… But also in unsuspected ones. For example, with Rhum Clément we made a partnership with the House Tournaire, a jeweller from Place Vendôme, and created the most expensive bottle of Rhum of the market. It made me learn a lot about the world of finest jewellery. Via Admiral Rodney rum I am constantly learning about the British history in the Caribbean and I could give you a long list of other examples.

On the other hand with my position of Export Manager I have the chance to travel in many countries and I am not sure that I would have had the chance otherwise to discover for example the amazing Russian, Danish or Hungarian cultures in other circumstances.

And last but not least I could not not to talk about the rum family that this industry is giving me! I have the chance to have an amazing team that I can’t wait to find back after the lockdown. We are also organizing several competitions like the Clément Ti Punch Cup or the Chairman’s Reserve Mai Tai Challenge where I have the chance to spend time with extremely talented bartenders. Sharing those moments and events together is really creating qualitative relationships and I know that wherever and whenever it is always a joy to meet! Finally between September and November I am spending more time on fairs than at home and it is a true source of happiness to know that you will find back your mates in Denmark, Belgium, Germany, Italy, Netherlands or Poland.

 

5. What another thing you are passionate about, in addition to rum? Why?

In addition to rum I am passionate about food and travels. Choosing the right ingredients in the markets, cooking with my dad and sharing good meals in families have sweetened my childhood. Being gathered around a table with good friends and family sharing delicious products is today what makes me truly happy. Good meals is the royal way of sharing qualitative time with your beloved one, it gathers and reconcile everyone. Finishing your meal sipping a good glass is the cherry on the cake.

It is also a perfect way to meet people. When I was living abroad, I loved those evening where everyone was cooking a dish that reminded him home. We were all talking about our culture and discovering the culture of different countries, it was thrilling. From those year my passion about traveling is born, since then I never missed a chance to travel the world. All reasons and ways are good: from an incredible friend wedding in India feeling like a princess or a solo backpack in Columbia, discovering another country is always a priceless experience. And of course I always take the chance while traveling to visit some distilleries if in Scotland, a Port winery if in Portugal or a Pico bar if in Peru and to follow a local cooking class.

 

6. What is your favorite place for drinking rum?

Paradoxically, according to my life style with all the trips and fairs, the best place to drink rum is with my family, after a nice dinner on a saturnay night when I come back home for the week-end.

 

7. Favorite drink + Recipe

Currently my favourite drink is an Agricole Daiquiri. It is perfect for this lockdown period as I always have all these ingredients at home.

4 cl Clément Canne Bleue

2 cl Lime Juice

1 cl Sugar Can syrup

Crushed Ice

Simply shake it and serve it in a nice Martini class

 

8. Why is it important to educate the rum consumer?

The rum category is so big that education is needed. It is normal to know the basic differences between a dry and a sweet wine and to understand that red and white wines are not the same. It should be alike between a rhum, a rum and a ron. A consumer should be able to understand while buying his bottle the meaning of its label. Is he looking for a spiced, a rum to drink neat, a rum to use in a cocktail and for what cocktail? To start only few information are needed to make the right choice between a dry and a sweet rum. Once the curiosity raised it is up to the consumer to choose if he wants to learn more.

9. Any tips to train the palate and taste a good premium rum?

Be curious.  I believe that one way to train your palate goes through your everyday food. The more diverse your food is, the more your memory can associate your drink with a taste you have already tasted. Well, it might also be a good excuse to eat.

 

10. Why is the role of the bartender important in the rum industry?

Bartenders have a key role in the rum industry. They are among the best ambassadors for our spirit category. They are in fact the continuity of our production team. Thanks to their knowledge and talent, they are able to create delicious drinks and magical moments.  It is exciting to see the creativity they can have. While turning in the different countries, thanks to the choices of the right ingredients for the cocktail, the bartender is making me discovering my own rhums again and again, each time in a different way. Moreover with rum, it is all about passion and bartenders with their great knowledge are able to communicate this passion to their customers. They are currently facing a situation that is beyond the imagination and as producers we will make all our possible to support them to face this crisis.

 

11. What is your advice for new generations in the rum industry?

Here again be curious! The world of Rum is so diverse that I would advise you to be always open to try a rum you do not know. Between a French, an English and a Spanish style rum there is so much diversity that it would be a shame to miss the chance to discover a different aromatic profile than the one you are used to.

Second advice, have fun, we are lucky enough to be in an amazing industry where everyone is passionate and knows how to keep the fun of this spirit. So keep it simple.

 

12. How can people learn more about you? Website? Social media page?

https://www.instagram.com/rhumjmofficiel/

https://www.instagram.com/rhumclement/

https://www.instagram.com/chairmansreserveofficial/

https://www.instagram.com/bountyrumstlucia/

https://www.instagram.com/admiralrodneyrum/

https://www.instagram.com/beachhouserum/

https://www.instagram.com/arcane_rum/

https://www.instagram.com/aurelie_kalifa/