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SB Podcast: the past, present and future of rum
“A lot of brands shied away from the history of rum.” Equiano Rum co-founders Ian Burrell and Aaisha Dadral discuss the category at length in our latest podcast episode.
“A lot of brands – I know some of them now are starting to acknowledge and accept it – but a lot of brands shied away from the history of rum,” notes Ian Burrell, global rum ambassador and a co-founder of the world’s first African and Caribbean rum: Equiano.
In the latest episode of The Spirits Business Podcast, Burrell and fellow Equiano co-founder, Aaisha Dadral, offer a candid and in-depth discussion about the spirit.
“Rum as a category, like many other spirits, was built on back of enslaved Africans, and a lot of brands shied away from telling that story,” Burrell continues. “Fortunately, now, people are now starting to acknowledge that, own up, change brand names, as they’ve realised they have a job to make people aware of where these spirits are coming from and embrace that, and then move positively into the future. As a brand, we wanted to link that journey together.”
Paying tribute to the history of rum was a crucial part of creating Equiano – a project that took shape surprisingly quickly for the founders, who went from concept to launch in around six short months.
“Being the world’s first African and Caribbean rum also puts us in a very unique position to explore Africa and the rums coming out of Africa,” adds Dadral. “It’s important for us to look to the past and recognise history and not shy away from that, and be a brand that’s willing to talk about these things.
“But just as importantly, it’s well, what does the future of rum look like because that’s really key. And recognising that African distilleries exist, that African rums have always existed, but how do you elevate those and give them their rightful place in the global market as we have done for a very long time with Caribbean rums.
“How do we play a part in bringing African rum to light and being at the forefront of that conversation. I think it’s another part of our work that we pay a lot of attention to.”
Throughout the conversation, Burrell and Dadral also share their insights into the wider rum category, covering premiumisation, regulations and trends. The discussion touches on agricole rum and how it is perceived from both the trade and consumer standpoint, as well as the pros and cons of spiced rum.
Founding a brand is no easy feat. Dadral and Burrell also delve into their lived experiences of what it’s been like moving into brand-founder positions, and give advice for any aspiring entrepreneurs.
Episode seven of The Spirits Business Podcast is available to listen to on all major streaming platforms, including Apple Podcasts, Spotify and Amazon.
Alternatively, click the link below to listen to the latest episode with the co-founders of Equiano Rum.
Episodes one to six featured Brothers’ Bond Bourbon, Equal Measures, Sastrería Martinez, The Pinnacle Guide, Be Inclusive Hospitality and OurWhisky Foundation.
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