Barceló Rum Academy
Ron Barceló has created an in-depth video platform that walks viewers through every detail behind the rum world and its brand.
Many point to the key in unlocking rum’s potential as a leading premium spirit as education, an area that the Dominican Republic’s Ron Barceló has honed in on through its Barceló Rum Academy.
The video series was launched last July, as the world’s first free video educational platform from a rum brand. Currently with nine episodes available, the essence of the series is to dive into the brand’s production process, leaving nothing behind, while acknowledging its long history – a proud part of the DNA, which began in 1929 when it was founded by Julián Barceló.
While you might know your rum, whether well or not, the beauty of the spirit is that every brand has its own qualities and tale to tell, distinguishing it from the rest. As for Barceló’s, viewers are invited, step by step, to learn the full story over the course of the academy series. Without spoiling the show, the series begins with Barceló’s global brand ambassador, Otto Flores, explaining rum’s fundamentals, how the brand came to be and why. In the next episode, Flores then takes viewers to the sugarcane fields and local landscapes for a behind-the-scenes look at what brings Barceló Rum to life.
Following this, Flores covers designation of origin, the production process, how to taste rum (like a proper connoisseur, of course) and the brand’s portfolio of premium rums, including those aged above eight years and its Rare Blends Collection. Everything is explained in practical terms – the aromas that come from the liquids, the casks that are used and why, which are rums better for sipping, and which are better suited for cocktail mixing.
The videos are all conducted in Spanish, as that is where the brand’s roots lie. However, for English speakers and those of other languages, subtitles will be available soon too. Videos are also supported with illustrations and drawings to bring in an interactive aspect. The goal isn’t to lecture, but to engage and immerse.
The final episode then stops at cocktails and how premium rum can be implemented as a twist in classic serves – another way of taking rum to that next level. For this episode, mixologist Eleazar Herrera makes a guest appearance to show viewers how to craft a cocktail with rum from home, which, as he demonstrates, is not actually that complicated.
More episodes of Barceló Rum Academy will drop over the coming year – stay tuned on the brand’s YouTube and Instagram (@ronbarcelo) channels for more.
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