Serum rum makes US debut

Panamanian rum brand Serum has entered the US in partnership with distributor Interbalt Fine Wines & Spirits.

Serum said its move into the US follows ‘great success’ in Europe, where it is available in 25 markets. It will be sold in the States under the name ‘Se Rum’.

The brand is now available in US states Washington DC, Maryland, New York, Florida, and Delaware. It will eventually be distributed across the nation to select retailers, restaurants, and bars.

Serum CEO Michal Kratochvil said: “We are very proud that we can launch our rum also in the US thanks to our new partner Interbalt Fine Wines & Spirits and continue healthy growth of the brand.”

Serum is a super-premium rum made from sugarcane grown in the Herrera Province of Panama. It is aged in American oak before being blended and bottled.

The seven-strong range includes two infused rums, two pure rums, and three vintage limited editions rums.

In March 2023, the brand added Serum Mamie, an expression infused with cocoa, vanilla, and toffee to its portfolio, and the limited edition Panama Seasons expressions.

Bottled between 35% ABV and 45% ABV, Serum is described as ‘smooth and well balanced’ with a touch of wood, vanilla and fruits.

Serum’s bottles are inspired by old Panamanian rum barrels.

Konstantin Khizder, president of Maryland-based Interbalt Fine Wines & Spirits, added: “We were looking for some new, smooth rum with unique packaging for the US market and it’s really great that we have found Se Rum.”

The rum brand recently launched in Austria through a distribution partnership with In Good Spirits.