Nusa Caña Rum partners with pro surfer Rio Waida

Indonesian rum brand Nusa Caña has teamed up with professional surfer Rio Waida, a top 10 athlete on the World Surf League’s Championship Tour.

In a groundbreaking partnership, Nusa Caña Rum, the craft spirits brand celebrating the rich heritage of Indonesian rum-making, has teamed up with professional surfer Rio Waida, a top 10 athlete on the World Surf League’s Championship Tour. This collaboration marks the intersection of two partners driven by a shared goal: showcasing Indonesia’s unique craft and cultural heritage on the global stage.

Nusa Caña Rum: a tribute to Indonesian heritage

Since its inception in 2016, Nusa Caña has sought to reintroduce the world to the forgotten story of Indonesian rum, once a significant force in the global spirits trade. By combining centuries-old rum traditions with contemporary flair, Nusa Caña has created a product and a brand identity that stand out in a category dominated by Caribbean players.

At the heart of the brand is a commitment to innovation and storytelling. Drawing inspiration from Bali and its vibrant cultural motifs, Nusa Caña is known for its bold branding, particularly the iconic Barong mask that stands out boldly on every bottle. The symbol is not just decorative—it’s an invitation to discover Indonesia’s history, artistry and craftsmanship.

The rise of Rio Waida

Waida is a trailblazer in Indonesian surfing. Growing up in Bali, he honed his skills in some of the world’s most iconic waves. Over time, his dedication and talent propelled him onto the global stage, earning him a spot in the World Surf League’s prestigious Championship Tour, where he currently ranks among the top 10 surfers globally.

Waida has become a symbol of Indonesia’s potential in competitive surfing. He made history by representing Indonesia at the Tokyo and Paris Summer Olympics and inspiring a new generation of surfers from his homeland. His success has helped place Indonesian professional surfing firmly on the global map.

But Waida’s impact extends beyond competition. He is deeply committed to giving back to his community and fostering the growth of surfing in Indonesia. Whether through mentorship or investing in initiatives like his partnership with SharpEye Indonesia, Waida embodies the spirit of an athlete who sees the bigger picture – a perfect reflection of Nusa Caña’s ethos.

A shared vision for global impact

The partnership between Nusa Caña and Waida is rooted in shared values. Both are proudly Indonesian, yet both strive to take their craft beyond national borders, showcasing the best of their heritage to a global audience.

For Nusa Caña, the partnership is a natural fit. Waida’s adventurous spirit and connection to the ocean align seamlessly with the brand’s tropical, free-spirited identity. His journey from the beaches of Bali to the world’s biggest surfing competitions mirrors Nusa Caña’s ambition to bring Indonesian rum to a global stage.

As part of the partnership, Waida is not just an ambassador for Nusa Caña but will also join the brand as a shareholder. This unique collaboration reflects the surfer’s belief in the brand’s mission and commitment to championing Indonesia on a larger scale.

This collaboration also represents a broader movement within Indonesia to highlight the country’s cultural and natural wealth. Whether through spirits or sports, the message is clear: Indonesia has a unique voice and a story worth sharing.

Looking ahead

The partnership is launching at an exciting time for both Nusa Caña and Waida. As Nusa Caña continues to expand its global footprint, most recently with a highly successful US launch, Waida is gearing up for another year of competition on the WSL Championship Tour, proudly representing Indonesia on the world stage.

Together, they aim to create waves—both literally and figuratively. With Waida’s influence and Nusa Cana’s growing presence in international markets like the US, Europe, Australia and Indonesia, the potential for mutual support is immense.

Ultimately, the collaboration is more than just a brand-ambassador relationship; it is a celebration of Indonesia’s craft, culture, and boundless potential. Whether you’re savouring a Nusa Caña mojito or watching Waida carve through perfect waves, the spirit of Indonesia is unmistakable.

Nusa Caña Rum is a craft spirits brand dedicated to reviving the rich history of Indonesian rum. By combining traditional rum-making techniques with modern innovation, Nusa Caña offers a uniquely tropical, versatile spirit that has captured the attention of bartenders and drinkers worldwide.

For more information on the partnership, visit nusacana.com.