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SB meets… Chiara Pennacchio, Ron Barceló
The global marketing director of Ron Barceló discusses the Dominican rum’s goal of growing worldwide, and its plans to broaden its bartender reach.
How is Ron Barceló working to drive sales in the year ahead?
We are implementing a multi-faceted approach to drive sales and strengthen its market presence. The brand is launching new premium and super-premium offerings that cater to evolving consumer tastes, including premium blends and limited-edition cask-finished products, to appeal to a wider audience. Building on our success in Spain, we are introducing our ‘Vive Ahora’ mantra, with a strong focus on key markets such as the Dominican Republic, Italy, Germany and Peru. Targeting high-growth regions, including Asia, the Americas, and Europe, the brand is intensifying distribution partnerships, and rolling out tailored promotions to establish a stronger foothold in international markets. Ron Barceló continues to emphasise its commitment to sustainability through initiatives like carbon-neutral certification and eco-friendly packaging.
Which new innovations is the company working on?
Ron Barceló is embracing innovation to strengthen its position in the global spirits market. Examples of product innovation include the recent Rare Blends Collection, a trio of super-premium rums resulting from the ageing of the best reserves of Barceló Imperial rum in barrels from regions that provide unique organoleptic tasting notes. The three new members of our premium rum portfolio are: Barceló Imperial Porto Cask, double aged in ex-Bourbon barrels and European oak ex-Tawny 10 Port wine casks; Barceló Imperial Maple Cask, which exhibits a passage through oak wood and select maple wood cuts; and Barceló Imperial Mizunara Cask, an upscale spirit that has rested in Barceló Imperial’s reserves in rare Japanese oak.
What inspired the launch of the Rare Blends Mizunara Cask?
It was inspired by the pursuit of excellence, blending tradition with innovation. By using mizunara oak, this rum bridges Dominican heritage with the Japanese world of excellence. The bottle’s Japanese symbol means ‘Le cose ben fatte’ – a tribute to craftsmanship and the art of doing things well, reflecting Ron Barceló’s commitment to top quality and authenticity.
Which are Barceló’s biggest markets?
Ron Barceló’s biggest markets include Spain, where it leads the spirits category in volume and value; Peru, where it is one of the top two most sold imported rums; and Chile, where it is the most commercially successful rum. The brand has also experienced significant growth in Italy. The brand continues to explore opportunities to enter new markets and strengthen its presence in high-growth regions.
What is planned for the next edition of the Rumtenders Competition?
We have just concluded the Barceló Rumtenders Competition, a Dominican rum mixology contest now in its third edition. This year’s final was held in the Dominican Republic, where 12 finalists, pre-selected from 10 countries, showcased their skills and talent. Over five days, they visited our sugarcane fields, toured the distillery, and met our master blender. The contest also challenged them to create three cocktails inspired by creative storytelling. Looking ahead, we will expand the competition by welcoming more countries to join in 2025, broadening its reach, and bringing together a diverse group of bartenders worldwide.
What was the idea behind the Barceló Rum Academy?
It was created in June 2024 with the goal of being the first free video-educational platform from a rum brand, designed to become a trusted source of information for rum fans worldwide. So far, we’ve released the first five episodes on YouTube, and we are incredibly proud of this initiative.
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