In the world of spirits, rum is unique, it’s the most widespread and diverse of distillates. Rum exudes an irresistible charm, loved by writers, inspiring wanderlust, an escape from the ordinary, and a taste of the exotic.

Often, a passion for rum begins on a tropical Caribbean vacation or adventure travel in Latin America. However, rum production is more widespread and spans continents, diverse cultures, and traditions. But it also has a dark past and is often misunderstood. Some fans advocate for rum to mature like whisky, while others indulge in Tiki culture or a sweet pirate fantasy.

Not knowing the scope 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!

Our founding team brought together specialists in rum education, technology, and design. Led by a former global ambassador for a Caribbean non-distiller producer, independent bottler, and blender. The festival circuit regular was often the only Scot at French Rhum festivals. Having trained and presented rum in the US, Europe, and Asia, Hendo would be our project lead and driving force behind the rum content.

The Spark of Passion

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 initiating a working group and turning full-time on this, we needed to phase out other projects and justify this ludicrous idea. Clearing the way, and checking with others the idea was viable, would give us the best chance to succeed. 

The research posed several challenges, in particular, the difficulty of finding information in some countries and sifting through vague brand websites. The lack of transparency and access restrictions complicated even basic search tasks. Some might say, there’s a reason rum has not been mapped out. 

Commentators, bloggers, and podcasts quote different numbers when it comes to rum distilleries & producers – there’s no confidence, and many records are outdated. In the US alone, rum is made by hundreds of producers. Many distillers add rum to their spirit range and, some withdraw it if it doesn’t work out or even close down – it’s hard to track that. And, not all trade associations can tell you how many are producing rum.

Adding to the complexity is the supply chain. In the United States alone, it is estimated that only approximately 20-30% of rum sold is produced by the distillery that bottles it, while 70-80% is sourced from bulk rum, private label, non-distiller producer brands. And they blend tropical aged and/or further continental age or add a finish or flavour. 

Then, there are independent bottlers, and single cask rum bottlings adding their twist. Getting to the provenance of the liquid can be hidden behind ambiguous marketing. However, we’re not here to ruffle feathers, or judge, we just want to provide a platform that helps everyone.

The Challenges Emerge

By early summer, it was time to formally assemble the team of rum and tech specialists who could drive this forward. Data from rum in 100 countries collated in May and June would provide the canvas to begin. It was now time to map it out. The business was formed, and plans were put in place.

However, almost immediately came the decision hurdles of choosing the right tools and software for each segment. As we grappled with data mapping, and the complexities of accurately geolocating over 1200 rum producers, many in remote areas, troubleshooting became a daily routine. 

To streamline naming, we chose to use the term “rum producers” as a catch-all term to simplify and be concise. It’s not perfect, we recognise that many rum brands do not make the rum themselves. However, we believe “rum producers” is the most effective way to group 1200+ brands to simplify what would be a complex process.

Having a veteran global Caribbean rum ambassador gave us important trade insights needed for a project like this.

Brands need to focus on their own territories and audiences, so our goal or role would be to contribute by creating a gateway – like a Stargate, sounds cool, eh!

September Setbacks

July’s sunny enthusiasm was washed out in damp August afternoons filled with mounting problems. Persistent issues with software and data misalignments led to a series of setbacks. It compelled us to make tough decisions to replace software and slowed our progress.

Despite this, we persevered and pushed on to contact producers in September with our plans. Unfortunately, the setbacks continued and a false start led to a humiliating retreat. Humbled, we regrouped to seek a road to resolution. They say failure is an opportunity to learn, this couldn’t be truer.

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 set up, and while the platform was near ready, we recognised the need for caution, once bitten, and all that! Refining the user experience and developing producers’ profiles before tentatively sharing.

Finally, we launched our global rum platform – RumGeography.com a great achievement for us as a group. However, only just the beginning, as months of improving the data on the site lay ahead. We’ll take this moment to recognise how far we’ve come. Here are a few valuable lessons we learned tap dancing in the dark along the way!

10 Key Takeaways from trying to map the world of rum.

1. Passion Drives Innovation: Passion is our fuel, our compass, and critical to keeping a project on track.
2. Expertise and Collaboration: The key to success lies in assembling a team of specialists in rum, design, and software.
3. 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.
4. Be Agile: Iterative development, software switches, and being adaptive were instrumental in finding the right tools and solutions.
5. Build Trust: Registering our trademark demonstrated our commitment to transparency and building trust.
6. Setbacks are Lessons: A false start provided crucial insights, leading to improved comms, a better build, and an opportunity to plan better
7. Persevere: Overcoming challenges demanded determination and resilience, at the lowest points we sought feedback to prove the project was worth it.
8. 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.
9. 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.
10. 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. Our vision to explore rum everywhere is only the beginning.