Rum influencers
Our editor chats to rum influencers promoting the category and educating drinkers around the world
Sharing rum knowledge and love around the world
WES BURGIN
Facebook: Thefatrumpirate Website: www.thefatrumpirate.com
HOW DID YOU GET INTO THE WORLD OF RUM?
We went on holiday to Spain one year and upon visiting a local supermarket I noticed a bottle of Bardinet Negrita Rum. I’d never drunk “dark rum” and didn’t really understand what it was, so I bought a bottle. Four bottles later, I realised I’d found a new tipple.
DESCRIBE YOUR ACTIVITIES AS A RUM INFLUENCER.
I’m primarily a rum reviewer and blogger. I’ve posted around 700 reviews of rum and cachaça since starting my site in 2015. I also write opinion pieces and write-ups on rum events.
I am the admin and creator of The UK
Rum Club (along with Steven James of
Rum Diaries Blog) and the Saint Lucia Rum Appreciation Society. I’m also a member of the ‘Pure’ Rum Collective Guardians of Rum.
WHAT DO YOU DO WHEN
YOU’RE NOT WRITING ABOUT OR PROMOTING RUM?
I work full-time as civil servant for HMRC (Her Majesty’s Revenue and Customs). On a weekend I am a keen (if not terribly good) amateur footballer and I tend to unwind by blogging and reading.
WHAT EXCITES YOU ABOUT THE MODERN RUM INDUSTRY, AND WHAT COULD BE IMPROVED?
The people are the most exciting thing for me: meeting new producers, and seeing new innovations and products from existing ones. Seeing producers and advocates of “pure” (without additives) rum working together to establish GIs (Geographical Indications) to protect the provenance of their rums is a positive step for the producers. They will start to see more of the value of their product rather than relying on third parties.
Something that could improve is the seemingly endless release of spiced and flavoured rums in the UK market. The rum industry really needs to do more to protect the identity of rum. In many ways here in the UK, spiced rum is the tail wagging the dog.
WHAT IS THE NEXT COUNTRY, STYLE OR INNOVATION TO WATCH OUT FOR IN THE RUM WORLD?
I would encourage people to try cachaça from Brazil – not just the unaged stuff but also the aged offerings. The use of Brazilian wood and the subtle differences between cachaça and rhum agricole are something people will appreciate. I would also advise people to keep an eye on upcoming distillery own bottlings from the likes of Hampden and Worthy Park.
LANCE SURUJBALLY
Facebook: The Lone Caner Website: www.thelonecaner.com
HOW DID YOU GET INTO THE WORLD OF RUM?
The Lone Caner began as part of a book club in 2009. Later, I started a blog, and the rum reviews began in January 2010. Everything was ported over to the standalone site in 2013, and it’s been going on regularly ever since.
DESCRIBE YOUR ACTIVITIES AS A RUM INFLUENCER.
The blog is dedicated to clear and informative writing about rums. It consists of rum reviews, short retrospectives of out-of-production rums, deeper examinations of the key rums of the world, company biographies, and whatever else catches my fancy. I’ve only ever been asked to judge once and had to decline due to travel restrictions.
WHAT DO YOU DO WHEN
YOU’RE NOT WRITING ABOUT OR PROMOTING RUM?
Between professional duties and writing and researching, I read voraciously, and am a lover of photography, art and movies.
WHAT EXCITES YOU ABOUT THE MODERN RUM INDUSTRY, AND WHAT COULD BE IMPROVED?
I love the increasing quality of white rums such as the clairins, grogues, agricoles, and pot still juice from new distilleries the world over. These are increasingly being released as quality rums in their own right, not merely as afterthoughts.
I’m particularly enthused about small rum makers from outside the Caribbean: this is taking place in Mexico, Africa, the Far East and the Pacific/Australasia. No other spirit has anything like this global footprint, or this kind of variety.
I think the dysfunctional distribution systems in North America are relics of the Prohibition era and create undue burdens to reasonable access to quality rum at reasonable prices. These systems have to be reformed at some stage.
Global rum standards should be harmonised and made consistent. There is this ongoing misconception that “rum has no rules”, which is nonsense.
The problem is that the existing rules are often country specific, and not consistently enforced, consistently accepted or even consistent with each other. Steps to make these regulations align must happen if rum is to ever be taken seriously.
WHAT IS THE NEXT COUNTRY, STYLE OR INNOVATION TO WATCH OUT FOR IN THE RUM WORLD?
The Far East and India might try to break out of their own markets. Smaller distilleries like Mia, Sampan, Issan, Chalong Bay, Laodi, Naga and Sang Som, as well as the Australian and Pacific island distilleries will hopefully take on a greater share of fans’ attention. Africa might develop into a powerhouse of rum distillation, and the USA definitely bears careful watching.
MATTHIAS SOBERON
Instagram, Twitter, TikTok: @ServedBySoberon
Facebook: ServedBySoberon Website: www.servedbysoberon.com
HOW DID YOU GET INTO THE WORLD OF RUM?
When I started Served By Soberon in 2016 I had the idea to focus on a specific spirit each year. In 2017 I worked around gin, and for 2018 I decided to dive into the world of rum. I quickly noticed how extremely diverse and confusing it was for someone who only knew the basics, so I kept digging and fell more and more in love with the world of cane spirits.
DESCRIBE YOUR ACTIVITIES AS A RUM INFLUENCER.
I’m mainly active as a ‘cocktail consultant’ and photographer. Apart from taking a lot of pictures for my own Instagram (and promoting rum brands), I also work with brands behind the scenes to find and/or design cocktails in which their rums work best.
I have also done interviews with distillers, brand owners and brand ambassadors via my own channels, to introduce my following to the brands I love.
WHAT DO YOU DO WHEN
YOU’RE NOT WRITING ABOUT OR PROMOTING RUM?
I’m a full-time music teacher to kids aged between 12 and 18 and am also a twicepublished author of teen fiction (only available in Dutch, though). I also love podcasts. Whenever I’m on the road I’m listening to them, and the topics they’re about range from history to science, from interviews to music or true crime.
WHAT EXCITES YOU ABOUT THE MODERN RUM INDUSTRY, AND WHAT COULD BE IMPROVED?
I love that the supply of quality rum is growing exponentially. There’s extremely good rum to be found for any price point and for every type of drinker nowadays.
I also love the growing demand (and supply) of transparency when it comes to rum production and labelling. I don’t hate on rums that are ‘sweetened’ or ‘adulterated’, yet I do like to know what I’m dealing with.
I would like to see the categorisation for regular consumers improved. Us enthusiasts have several classification systems that we like to use (like Luca Gargano’s or Martin Cate’s), but in general I think too often rum is referred to as white, gold or dark, even in quality recipe books and by brands themselves.
WHAT IS THE NEXT COUNTRY, STYLE OR INNOVATION TO WATCH OUT FOR IN THE RUM WORLD?
I definitely see a huge potential and exciting growth in non-Caribbean rums. I’ve been extremely surprised by rums distilled in Asia, Europe and Australia.
JOHNNY DREJER
Facebook: Johnny Drejer 1 Website: www.drecon.dk
HOW DID YOU GET INTO THE WORLD OF RUM?
Around 20 years ago a very good friend gave me an aged rum as a birthday present. I really enjoyed it so went to the liquor store where he had purchased it. Talking to the person who was working there, he asked if I preferred column or pot still rum. I had no idea what he was talking about, so decided I needed to learn more about rum. Not long after, there was a rum tasting in the traveler’s club in Copenhagen. I booked a seat for the tasting and that’s where I met Ingvar [Thomsen], who was hosting it. After a three-hour tasting, I was hooked.
DESCRIBE YOUR ACTIVITIES AS A RUM INFLUENCER.
Attending rum festivals, being a rum judge, and I also assist at the yearly rum festival held by the largest rum importer here in Denmark.
WHAT DO YOU DO WHEN
YOU’RE NOT WRITING ABOUT OR PROMOTING RUM?
My background is electronic engineering. For the last 19 years I have been with the same small IT company which manages some of the public sector IT in Denmark. I also enjoy to learn about photography and take pictures.
WHAT EXCITES YOU ABOUT THE MODERN RUM INDUSTRY, AND WHAT COULD BE IMPROVED?
One thing that excites me is the passion some producers have for securing the integrity and honesty of rum, fighting for what they believe is the right thing and to protect rum as they feel it should be. I am also excited to see what will happen after the new EU regulation becomes active, limiting addition of sugar to rum to 20g/L [introduced May 2021].
There could be more transparency of what’s inside the bottle. Also, I would like to see the rules of rum properly enforced.
WHAT IS THE NEXT COUNTRY, STYLE OR INNOVATION TO WATCH OUT FOR IN THE RUM WORLD?
As much as I like the independent bottlers that are releasing new, interesting products into the market, I would look for new products from the distilleries themselves as they start to focus more on their own brands than selling bulk. Investing in distilleries’ own brands is an investment into the future of rum, as it ensures that more money goes back to the distilleries.
STEVEN JAMES
Facebook: Rum Diaries Blog
Twitter: @RumDiariesBlog
Website: www.rumdiariesblog.wordpress.com
HOW DID YOU GET INTO THE WORLD OF RUM?
In my 20s I would drink rum, mainly
Sailor Jerry and Havana Club Anejo. Over the years my interest grew and my palate developed. During the last recession I needed a distraction to stop me working ridiculous hours and a friend suggested I turn my interest into a blog. That’s how Rum Diaries Blog was born.
DESCRIBE YOUR ACTIVITIES AS A RUM INFLUENCER.
My website is predominantly rum reviews, distillery information and articles on pertinent issues. I have judged a couple of cocktail competitions, and I am also an admin for the UK Rum Club Facebook group with Wes Burgin. In 2020 we were fortunate enough to have two releases bearing the group name.
WHAT DO YOU DO WHEN
YOU’RE NOT WRITING ABOUT OR PROMOTING RUM?
I am a senior architectural technologist by trade. Music is also a big part of my life – mainly listening these days, but live music is a big thing for me.
WHAT EXCITES YOU ABOUT THE MODERN RUM INDUSTRY, AND WHAT COULD BE IMPROVED?
The level of direct access to certain producers, distillers and integral brand representatives today is something that a few years back would have been unheard of. Secondly, a willingness to use both traditional and new methods and equipment to produce authentic rums is also hugely positive. Tradition and authenticity and the protection of those things is of huge importance moving forward.
A lot of people excuse nefarious activities behind a “rum has no rules” rhetoric. This is simply not the case. Rum has local rules – in the same way that Scotch whisky and Bourbon do – but they are just not enforced globally.
WHAT’S THE NEXT COUNTRY, STYLE OR INNOVATION TO WATCH OUT FOR IN THE RUM WORLD?
Moving away from the Caribbean offers some exciting things. South Africa with Mhoba, Reunion Island with Savanna and Rivière du Mat, Mauritius, Fiji and Australia are all worthy of investigation. It’s also worth looking closer to home – to Scotland.