Ron Abuelo: distilled tradition with female leadership
Since its founding in 1950, Ron Abuelo has represented much more than just a Panamanian rum brand; it embodies a family legacy rooted in tradition, quality and commitment to its community. What many people may not know is that from its earliest days women have been integral to the brand’s evolution.
In those early years, their participation focused on administrative and support tasks, but over time, their presence has grown steadily and significantly. Today, women are not only part of the brand’s operational machinery but also lead key processes, create the liquids that define its essence, drive innovation, and project Ron Abuelo’s identity to the world.
Women transforming the industry
Larissa Arjona, president and co-founder of Women Leading Rum & Spirits (WLRS) and export marketing manager of Ron Abuelo, is one of those female voices that embodies the brand’s spirit. In her vision, rum is not just a drink: it’s a narrative built with patience, authenticity and sensitivity.
She, along with other women such as Digna Bethancourt, Sandra Rodrigues, Karin Macrobio, Delia Barrios, Amparo Sedelmeier, and Patricia Porras, represents a generation that has transformed the industry from within.
Each of them leads with knowledge, passion, and purpose. From quality control to sustainability, from liquid innovation to commercial strategy, their influence is felt in every bottle released into the world.
Commitment to equity and development
Currently, women represent 30% of the direct workforce at Varela Hermanos, the parent company of Ron Abuelo, in countries such as Panama, Ecuador, Costa Rica and Spain. This figure, more than just a number, is a testament to the company’s commitment to equity and the development of female talent.
Their contributions span the entire value chain, from the field and distillery to the laboratory, office, and international markets. And although there are no exclusive programs for women, the company promotes training and leadership opportunities on equal terms, backed by certifications such as Bonsucro, which guarantee respect for labour rights and gender equality throughout the sugarcane production chain.
Varela Hermanos: impact beyond rum
Founded in 1908, Varela Hermanos has not only created an emblematic brand like Ron Abuelo, but has also built a network of impact that goes far beyond the distilled spirit. The company directly impacts approximately 600 employees across Panama, Ecuador, Costa Rica, and Spain.
This reach is multiplied through a solid value network that includes more than 3,000 suppliers and nearly 4,000 customers, including distributors, retailers and strategic partners, in addition to an international network of 50 distributors that bring their brands to more than 50 countries. Each of these connections represents families who find in Varela Hermanos not only an economic source of support but also a relationship of trust, and a driver of development for the markets in which they operate.
More than a beverage
For Arjona, rum is a story distilled with patience and authenticity. Being an ambassador for Ron Abuelo means representing Panamanian culture and transmitting a legacy of more than 70 years of rum history and more than 116 years of family tradition. In her words, those who represent the brand must have authenticity, technical knowledge, narrative charisma, and a sustainable vision. It’s not just about talking about a spirit, but about conveying an identity.
When Arjonaspeaks to women who dream of entering the rum industry, her message is direct and hopeful: “For Women Leading Rum & Spirits, Ron Abuelo represents a living example of what it means to embrace female leadership. It’s a brand that not only recognises women’s talent, but also fosters it, celebrates it, and makes it an essential part of its identity. Therefore, Ron Abuelo is not only important to WLRS: it is an inspiration, a reference, and proof that change is possible when you lead with conviction, sensitivity, and a vision for the future.”
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