Ron Abuelo holds rum focus groups

Varela Hermanos, the Panama-based owner of Ron Abuelo rum, is hosting focus groups to understand consumer preferences for rum and coke.

The new initiative aims to help the brand better understand consumer preferences and behaviours related to rum and coke consumption.

Rum and coke has been a popular serve since the 1900s, originating in Havana, Cuba.

In Spain, where annual sales of rum exceed 3.5 million nine-litre cases, Ron Abuelo estimates that rum and cokes account for the majority of rum consumption. The brand itself counts for more than 37,000 cases in sales.

Ron Abuelo aims to increase its presence in Europe, including France, Germany, Italy, and the Czech Republic.

Larissa Arjona, export marketing manager for Ron Abuelo and president of Women Leading Rum, has organised a series of focus-group-oriented events in Spain to tap into consumer behaviour.

The events allow attendees to blind taste and compare three different Abuelo rums available in the market, helping the brand to better understand which rum has the greatest appeal.

To launch the initiative, Ron Abuelo hosted its first events at Madrid rum bar Ti’ Punch Rum Bar. The first evening was attended by 35 individuals, including six bartenders from Escuela de Cocktelería de Madrid, three members of the Rare Spirits Society, six members from Club de Ron de Madrid, four influencers, and three members of Women Leading Rum.

With an introduction by Federico Hernández from The Rum Lab and Ti’Punch Rum Bar, the evening was spearheaded by Arjona.

The Panamanian rum brand aims to engage consumers with further Ron Abuelo tastings, masterclasses, mixology, pairings, and other activities.

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