The Rum World: Quest to Map the Unknown
Rum, the world’s most widespread and diverse spirit, holds an irresistible charm. It inspires wanderlust, offers an escape from the ordinary, and embodies a taste of the exotic. Yet, despite its allure, something has been missing: a comprehensive understanding of its vast and varied landscape.
Often, a passion for rum ignites during a tropical Caribbean vacation or an adventure through Latin America. While these regions are undeniably important, rum production spans continents, diverse cultures, and traditions, often shrouded in a dark past and persistent misconceptions. Some enthusiasts champion rum’s maturation like whisky, while others embrace Tiki culture or romanticize pirate fantasies. This lack of a clear picture has perpetuated misunderstandings and hindered a deeper appreciation of rum’s complexity.
Not knowing the scale of the rum world has perpetuated misconceptions. Mapping rum distilleries, similar to the approach used for Scotch whisky, could help consumers visualise the rum landscape and better understand it.
Rum is riding high just now as the category matures. But questions remain; like can it shake off its adolescence? And, does an unknown landscape hinder its future?
At this pivotal stage in rum’s history, a few have stepped up to dispel myths and elevate rum education. This is what has inspired our mission, the idea of taking the next logical step and charting the world of rum. And, it’s from that point onwards that logic took a step back.
The Team Behind the Map
Our founding team brought together specialists in rum brand education, tech specialists in data science and developers, designers and writers. Led by a former global ambassador for a Caribbean brand, independent bottler, and blender. A familiar face on the festival circuit, he was often the only Scot at French Rhum festivals. Having trained and presented rum in the US, Europe, and Asia, Ewan Henderson would be our project lead and driving force behind the rum content.
The Spark of an Idea
It all started in the Spring of 2023 while researching a video script to update a YouTube channel. During a fact-finding session, it began to sink in, the magnitude of changes in rum distilleries. As rum insiders, we understood the territory, but what jumped out of the screen was just how much rum is still largely uncharted.
Still fresh in our minds, was an incredible New Year Caribbean rum adventure, exploring the islands of St. Lucia and Martinique. Visiting the distilleries, and soaking up the culture. It fed our imagination and reminded us of the planning required to get around all the distilleries.
Also, still ringing our ears were the previous trade events, where panelists reiterated a call for rum category education. These events felt like a force pulling us together, like a whirlpool. As entrepreneurs, we recognised this as the catalyst. A spark was ignited.
The video script was swept aside as a new project emerged. Bolder, and more interesting adventures lay ahead. To give people a better view of what’s out there and provide much-needed support to passionate distillers.
Leaving The Shore
Before forming a working group and committing full-time, we needed to phase out other projects and validate our seemingly “ludicrous” idea. Clearing the path and confirming the viability of the concept were crucial for success.
Our research quickly revealed significant challenges, particularly the difficulty of finding reliable information in some countries and the struggle to navigate vague brand websites. The lack of transparency and restricted access complicated even basic searches. Some might argue that there’s a reason rum hasn’t been mapped before.
Commentators, bloggers, and podcasters cite varying figures for rum distilleries and producers, reflecting a lack of reliable data and outdated records. In the US alone, hundreds of producers make rum, with many adding it to their range and others ceasing production or closing down, making tracking incredibly difficult. Even trade associations struggle to provide accurate numbers.
Adding to the complexity is the supply chain. In the United States, it’s estimated that only 20-30% of rum sold is produced by the distillery that bottles it, while 70-80% comes from bulk rum, private labels, or non-distiller producer brands. These brands often blend tropical and continental-aged rums, adding finishes or flavours. Independent bottlers and single-cask bottlings further complicate the picture, often obscuring the liquid’s provenance behind ambiguous marketing. We’re not here to judge or ruffle feathers; our goal is simply to provide a platform that benefits everyone.
The Challenges Emerge
By early summer, we had assembled a team of rum and tech specialists. Data collected from 100 rum-producing countries in May and June provided the foundation for our map. The business was formed, and plans were laid.
Almost immediately, we encountered challenges in choosing the right tools and software. Mapping the data and accurately geolocating over 1200 rum producers, many in remote locations, made troubleshooting a daily occurrence.
To simplify terminology, we chose “rum producers” as a catch-all term, recognizing that many brands don’t distill their own rum. However, we believe it’s the most effective way to categorize such a large number of brands.
Hendo’s experience as a global Caribbean rum ambassador provided invaluable trade insights. We recognised that brands focus on their own territories and audiences, so our role would be to create a gateway—a “Stargate,” if you will!
September Setbacks
July’s sunny enthusiasm gave way to the harsh reality of August, with persistent software and data issues causing significant setbacks. Tough decisions were made to replace software, slowing our progress.
Despite these challenges, we persevered and began contacting producers in September. A false start and subsequent retreat taught us a valuable lesson: failure is an opportunity to learn. Humbled, we regrouped to seek a road to resolution.
Opening New Doors
As the season changed, it felt like the project was back at the start. But we had covered so much ground. The platform was getting rebuilt, and some map data was used to create a cartographer-designed map. The business plan was adapted to create a set of rum poster designs and distillery prints to sell for the Christmas sales period.
And, then suddenly, just like that, some good news and a milestone, our trademark registration came in. Our business The Rum Geography® had legal recognition and IP protection for online and printed maps and publications. It was such a relief, the 3-month process gave us a big lift. The path to launch was open, we had belief and it was time to kick on.
Oh, and why did we go with The Rum Geography? Rum is intrinsically linked to its geography. Find a volcano and you’ll soon find sugarcane, the volcanic-rich soil is the source of raw material for rum. We went through a few iterations before our July application to avoid any naming disputes. But, ultimately we wanted to share our love for rum and geography in equal measure.
Thanksgiving Launch
By November, our online shop was ready. While the platform was nearing completion, we proceeded cautiously. We focused on refining the user experience and developing producer profiles before a tentative launch.
Finally, we launched RumGeography.com — a significant achievement. However, it’s just the beginning. Months of data refinement lie ahead. We’ll take this moment to reflect on the valuable lessons learned along the way.
10 Key Takeaways of Mapping the Rum World.
- Passion Drives Innovation: Passion is our fuel, our compass, and critical to keeping a project on track.
- Expertise and Collaboration: The key to success lies in assembling a team of specialists in rum, design, and software.
- Research Matters: Gathering and verifying data from over 100+ rum-producing countries posed a significant challenge but created the value that can make rum more accessible.
- Be Agile: Iterative development, software switches, and being adaptive were instrumental in finding the right tools and solutions.
- Build Trust: Registering our trademark demonstrated our commitment to transparency and building trust.
- Setbacks are Lessons: A false start provided crucial insights, leading to improved comms, a better build, and an opportunity to plan better
- Persevere: Overcoming challenges demanded determination and resilience, at the lowest points we sought feedback to prove the project was worth it.
- Launch is only the Beginning: Launch is the foundation; much more is still to be done for it to be meaningful and enrich people’s lives.
- Rum Family: Connecting with the global rum community helped bring focus on what is needed and what matters – to be relevant to producers and enthusiasts alike.
- Contribution: By sharing our knowledge, and being committed to making rum more accessible – in giving, we receive.
Conclusion
The launch of The Rum Geography® platform is not just a milestone for us a bunch of rum enthusiasts but for rum lovers worldwide. Inviting you to embark on new journeys to discover the ever-changing world of rum. From the Caribbean’s iconic distilleries to the hidden gems in your neighbourhood. You might be surprised where it leads you and how accessible it is. Join us and start exploring rum everywhere, dive into the Rum Regions Map
