Dead Reckoning Rum, Founder: JUSTIN BOSELEY
TRL: Who is Justin Boseley?
Dead Reckoning is a brand born out of both passion and frustration within the industry. I decided to take matters into my own hands and try to change the perception of the category one Bottle & 1 release at a time.
TRL: What does the rum mean to you? What made you fall in love with rum and when did it happen?
Rum is many things to me. It’s a lifestyle, a passion, a way to meet new friends and introduce old friends to a world they have not yet known. I was fortunate enough to spend 10 years living in the Caribbean cruising around on billionaires Mega yachts visiting individual islands time and time again over the years. The laid-back casual lifestyle of the Caribbean combined with sipping on a cocktail on a tropical beach or sitting in a bar sipping on something I’ve not heard or seen before. I started drinking rum as a 15-year-old living in Australia and the passion has never wavered 35 years later.
TRL: Three essential characteristics that define the rum according to your perspective.
Culture, community & lifestyle – this sums up the Rum category perfectly
TRL: Benefits that the rum industry has given you.
Global travel and an extended group of friends that you would never have met before unless you were in the Rum category. And thankfully a rum supply at home that never runs out.
TRL: What’s another thing you are passionate about, in addition to rum? Why?
Aside from Rum, my biggest passion is outdoor life, fishing, camping, four four-wheel driving, hunting & experiencing nature.
TRL: What is your favorite place for drinking rum?
My favorite place to drink rum is with friends sharing the experience, and comparing tasting notes which leads to telling stories of past adventures somewhere around the world. My favorite place and my favorite drink are usually what’s in my glass at the time. The category is too broad to narrow it down to one specific brand Distillery or ABV.
TRL: Why is it important to educate the rum consumer?
Education is extremely important particularly in the Rum category due to misconceptions and unfortunately too many brands not disclosing the truth as to what is inside their bottle. Highly dosed sugar or caramel rums are misleading people into believing what they are drinking is a good value product and high-quality.
TRL: Any tips to train the palate and taste a good premium rum?
Educating the palate is like driving a car, the more time behind the wheel the better you get. I would suggest people start looking online into what they are drinking and become more educated which will translate to palette education. What’s in my glass? Why does it taste sweet? Why does it taste funky? What still was used in its distillation, was it tropically aged Continental or Australian dry aged?
TRL: Is the commitment to sustainable development the key to success for the permanence of the rum industry in the world? Why?
Future goals are for Dead Reckoning to become distributed in more countries around the globe.
TRL: Plans you have when you leave the rum industry.
I have no plans of leaving the Rum industry. I’ve been involved in it for 13 years now and I will continue to do this, We’ll be in my retirement years.
TRL: Why is the role of the bartender important in the rum industry?
The Bartender is the Gateway between the brand and the consumer. I believe they are at the forefront of education. It can be difficult when there are 10 people deep at a bar but I believe every time you order a drink The Bartender should teach you something about the drink you have just ordered. It only needs to be one thing about the brand or distillery that will stick into the consumer’s mind and gradually educate them
TRL: What is your advice for new generations in the rum industry?
Education education education, it’s a very deep, long, and confusing rabbit hole to head down but like anything the deeper you dig the more you realize you don’t know.
TRL: How can people learn more about you? Website? Social media page?
There are many Dead Reckoning interviews online and podcasts from interviews. We can learn more about the Dead Reckoning brand. The rum cast, 88bamboo, Facebook, and Instagram. We also have a dedicated Rum website for the US Where Liquor can be purchased online and delivered to your front doorstep. The Fat Rum Pirate & Rum Diaries blog is also a great website to look up reviews on past releases.
