SB meets… Mark de Wild, Infinity Spirits
Mark de Wild, managing director at Infinity Spirits, is leveraging deep blending expertise to help buyers tap into the surging demand for premium and aged rum.
What’s the story behind Infinity Spirits?
Our founder and master blender, Hein Smit, spent over eight years at E&A Scheer, the world’s largest bulk rum company, crafting custom blends for brands in more than 50 countries. After that he then founded Infinity Spirits: a full‑service partner that transforms world‑class rum expertise into ready‑to‑sell, branded bottled rum.
What brands sit within Infinity’s portfolio?
Infinity Spirits helps retailers and wholesalers unlock the full potential of their rum shelf. We position ourselves as the premium yet affordable solution in the rum category, offering our partners diversity, distinctiveness, and speed. With more than 30 ready-to-sell items in stock and the ability to launch bespoke packaging and liquids within weeks, we can deliver virtually any rum style or flavour.
Our own brand portfolio ranges from single-origin brands like Cane Island and Smugglers Reserve, with disruptive shelf presence, to Latin-style Ron Alegró and Kingston Queen from Jamaica. We’re especially proud of Bolivar, a premium Venezuelan-flavoured rum with a minimum of eight years tropical ageing, and our flagship Royal Cane single cask releases – rare, one-of-a-kind rums for those who seek the extraordinary.
Royal Cane recently unveiled a new visual identity, how does the redesign reflect the brand’s DNA?
Our new visual identity truly encapsulates our brand DNA in three significant ways. First, the redesign emphasises our commitment to rum as a platform for exceptional taste experiences. It allows us to tell more intricate stories about the liquid, the origin, ageing and finishes that were applied. Second, the new design presents a distinguished yet luxurious aesthetic, catering specifically to collectors of single cask rums.
Finally, it makes these exquisite bottlings accessible to a broader audience of rum enthusiasts. The 500ml bottle allows to bottle more bottles per cask and therefore extend our reach a wider range of rum lovers.
What is unique about the first releases from the Legacy Series?
The new design allows us to use Royal Cane even more as a platform for storytelling. We pay tribute to the country of origin, the years of ageing and the distillation method. Every cask we bottle is unique and numbered with complete traceability. The design features indigenous birds and flowers and colour schemes in line with the rum’s origin. Our first five editions under the new design are world renowned, sometimes closed distilleries. All rums are at least 20 years old and bottled at cask strength.
What releases do you have planned for the coming year?
Next year, we will launch several unique additions to our collection: the Royal Cane Uitvlugt Guyana 1997, One Royal Cane distilled in 2008 at Rhumerie du Simon, Martinique, French West Indies, and the Royal Cane Réunion Savanna 2003. We take great pride in being the custodians of long-forgotten casks, which enables us to present collectors with a showcase of distinctive and high-end rums from around the globe. Each release reflects our dedication to bringing exceptional flavour experiences and the rich stories behind these remarkable spirits.
What sets Infinity apart from other rum bottlers/brand owners in the market?
We embrace a highly entrepreneurial and growth-oriented mindset, enabling us to design and deliver branded bottled concepts across a wide range of price points and packaging options to new customers and markets within just weeks. Our commitment to quality is evident in the recognition we’ve received, including more than 20 awards and prizes, which assure consumers that they are purchasing high-quality rums at fair prices.
Our retailer and distributor partners optimise their category performance and value through our diverse portfolio. While we specialise in rum, we have successfully collaborated with several retailers to launch rum-based ready-to-drink (RTD) products with 5% and 10% ABVs.
Which markets do you operate in? Are there plans to expand into new territories?
We take great pride in being recognised as a category expert and trusted partner for leading retailers and distributors across Europe, North America, Asia, and Australia. Currently, we operate in 26 markets, and we are excited to announce that the upcoming year has already confirmed new customers and markets for us.
How does Infinity Spirits work with spirits buyers and category managers on single cask releases?
We offer a ready-to-buy range of cask selections within Royal Cane, and many of our clients frequently work with items from this portfolio.
When it comes to creating a bespoke single cask or premium rum, our process typically begins with a comprehensive category review, where we identify potential opportunities. This is followed by a collaborative conceptual session with our customers, where we discuss how we can add value, as well as considerations like origin, price point, and finishing techniques. After this, we conduct tasting rounds and proceed to the design stage, exploring various options and designs to ensure the final product meets our shared vision.
What are the biggest challenges facing the rum category?
While we recognise the recent challenges in the industry, Infinity Spirits is focused on growth alongside our partners. It comes down to agility and a growth mindset: this enables us to seek new opportunities rather than dwell on obstacles. This proves essential as consumer preferences shift toward casual drinking and alcohol moderation.
Our strength lies in our partnerships with distributors and retailers, along with our flexible sourcing model and capability in flavouring to appeal to every audience. We adapt swiftly to new flavours and trends and can transition between full-proof spirits and RTD options. Our aim is to continue delighting consumers in their moments of appreciation and celebration with exceptional rums from our portfolio.
What goals do you have set for the next five to 10 years?
The future is bright and optimistic. Royal Cane aims to establish itself as the accelerator in the rediscovery of exceptional single cask rums, where each barrel tells a unique story. Additionally, we strive to extend the global reach of our brands, such as Bolivar and Cane Island, while creating the finest rum brands alongside our partners.
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