Will Smith partners with Dictador Rum
Colombian rum producer Dictador has appointed Men in Black actor Will Smith as its global artistic director.
The partnership is said to mark a new chapter in the brand’s evolution, blending art, storytelling, and fine rum.
Smith’s role underscores a creative collaboration to enhance Dictador’s global connection to culture. As the global artistic director, Smith is set to infuse his creative vision, energy, and passion into curating impactful brand experiences.
He will also aim to foster cross-disciplinary collaborations and invite artists from various fields, such as film, music, and visual art, to convene around what Dictador calls ‘the table.’
Smith explained: “This isn’t about endorsing a bottle: it’s about creating space. When I first met Mariusz [Jawoszek, Dictador CEO] and the Dictador team, I felt their respect for legacy and their fearless desire to tell important stories through art. Dictador doesn’t just make rum – it creates culture. That’s a table I wanted to sit at.
“After years in film, music, and storytelling, I was searching for a deeper creative exploration. Dictador’s fearless fusion of art and craft found me at the right moment. Now, it’s time to invite more artists into this family and see what we can create together.”
Smith’s decision to join Dictador follows his multiple encounters with the brand over the years, which ultimately led to conversations with Mariusz Jawoszek.
Once he became involved, Smith immersed himself in the brand by participating in workshops, creative brainstorming sessions, and special projects like The Game Changer.
Jawoszek commented on the partnership: “Will embodies the same rebellious, dynamic spirit that defines Dictador. For over 110 years, our rum has been crafted in Colombia using time-honoured methods. What evolves is how we tell our story.
“Today, it is managed by my partner and master blender Hernan Parra. With Will, we are sharing our heritage through a new cultural lens – one that inspires, challenges, and resonates with a new generation.”
Dictador rums are available in 80 countries across five continents, with accelerated growth expected particularly in the US.
Dictador says it consistently aims to blur the lines between craftsmanship and creativity. From its Totem Collection, produced in collaboration with indigenous artisans in Mexico and Colombia, to partnerships with artists such as Richard Orlinski, Lalique, Mariusz Waras (M-City), and Tomasz Górnicki, Dictador aims to elevate rum to a medium for cultural expression.
The brand has also made history at Sotheby’s by setting world records for both the most expensive bottle of rum and the most expensive cask of rum ever sold.
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