Nusa Caña: wave of success
After rising to the top in its home market, Indonesian rum Nusa Caña is accelerating its global presence with two consumer goods heavyweights and a new US production site.
Nusa Caña launched in 2018 with the aim of reminding consumers about “one of rum’s forgotten stories”, that being rum made in Indonesia. The brand is now distributed across more than 20 markets worldwide and has become the leading premium rum in its home market.
The brand hopes to accelerate its global presence by bringing in two senior leaders with decades of experience in international consumer brands to its board. Nusa Caña has added Alan Jope, former CEO of Unilever, and Jim Rowan, the ex-CEO of Dyson and Volvo Cars, to its board of directors.
As CEO of Unilever from 2019 to 2023, Jope led one of the world’s largest consumer goods portfolios across food, home care and personal care. His expertise in brand-led growth, emerging markets and building global consumer brands is said to align closely with Nusa Caña’s next phase of development.
“Nusa Caña has built something genuinely distinctive, rooted in its Indonesian origin but with clear global relevance,” said Jope. “The brand combines authenticity, strong execution and a compelling growth story across multiple markets. I’m excited to support the team as they scale internationally and build long-term value.”
Meanwhile, Rowan brings operational and commercial expertise from his leadership roles at Dyson and Volvo Cars, where he drove international expansion, operational transformation and product-led growth. His background in global manufacturing and supply chain strategy will support Nusa Caña as it expands its production footprint globally.
Marc Rodrigues, founder and managing director of Nusa Caña, added: “Nusa Caña has reached an inflection point. We have proven the brand in Indonesia, successfully entered the US and built real momentum across Asia and Europe. Bringing Alan and Jim onto the board significantly strengthens our ability to scale the business globally with discipline, clarity and ambition.”
The new hires coincide with a major move in the US, where the brand will begin production in March in Michigan. Nusa Caña made its US debut in 2025 and the new site will support its national expansion, improve supply chain efficiency and enhance margins.
Within its first year of launching in the US, the rum brand expanded beyond Florida into Texas and will soon enter California. The brand said its traction in the US has been driven by its versatility in cocktails, its Indonesian provenance and premium status.
Beyond the US, Jope and Rowan will help the company to develop a distribution strategy in Portugal, a market described as a ‘strong strategic fit’ for the brand due to its links to Indonesia and a consumer base that aligns with the rum’s surf-led positioning.
Nusa Caña is currently in talks with potential distributors in Portugal with the aim of moving into the market this spring.
Dominant position
In its home market, Nusa Caña’s sales soared by 50% in 2025 compared to 2024. The brand holds a dominant position in the premium rum category in Indonesia. New innovations have supported this momentum, including the launch of a coffee-flavoured rum last year with Bali-based Expat Roasters.
Alongside the US, Nusa Caña also highlights Asia as a long-term growth market for the brand. The company is prioritising select areas across Southeast Asia where it says premium rum remains underdeveloped. The company has hired a full-time employee in Thailand to develop distribution and drive sales, with further expansion planned.
Nusa Caña plans to build on its global presence through its partnership with professional surfer Rio Waida. The Indonesian surfer joined forces with the brand in 2024 as an ambassador and shareholder.
Through the collaboration with Waida, the rum brand will tap into elite professional surfing as part of its activation efforts. During the 2026 World Surf League Championship Tour, the brand will activate alongside Waida in Australia, the US, Abu Dhabi and Portugal. The marketing push aims to strengthen Nusa Caña’s ties to surfing on a global level, while creating content that links Indonesian origin, performance culture and island lifestyle.
With a strengthened board, US production coming online and continued momentum in Asia, Nusa Caña is primed to grow sales in the year ahead and bring its premium Indonesian rum to drinkers worldwide.
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