Sev Silvestre: “Consumers are the end-game to Rhum St Barth”
1. Who is Sev Silvestre?
Sev is the co-founder of Rhum St Barth, created with her husband in 2012. She is a business women and mum of 4 kids. We love RHUM and wanted to bring our tastes to the world.
2. What does the rum mean for you? What made you fall in love with rum and when did it happen?
It brings happy memories to me, but to my husband it’s his childhood as he is from Guadeloupe. We have been going to St Barth since 2000, and noticed there were no rhum distilleries there, as it’s impossible to make rhum on the island. We worked with a distillery in Guadeloupe to create a Rhum that captures what St Barth is for us and found a way to link the islands together. There are a lot of smaller islands that are parts of larger networks like the Antilles, it’s a great way to celebrate the region and bring some attention to the culture that these islands continue – like making Rhum.
3. Three essential characteristics that define the rum according to your perspective.
Lifestyle, authenticity and creativity.
4. What is the most important contribution you have made in the rum industry?
Offering a luxury rhum with the credibility and transparency.
5. Benefits that the rum industry has given you.
The opportunity to introduce the world to the style of St Barth!
6. What´s another thing you are passionate about, in addition to rum? Why?
I love to cook and travel. These things are linked for me and both reflect flavors, beauty, surprise, taste.
7. What is your favorite place for drinking rum?
At the beach, but also at a bar listening to the knowledge of all this amazing bartender around the world.
8. Favorite drink + Recipe
Daiquiri and a ti-punch obviously!
9. Why is it important to educate the rum consumer?
When we launched Rhum St Barth, agricole was a largely untouched category. There were a few well-known brands, but the good stuff was always in the islands and exported mostly only to France. We were one of the first companies to bring this style of rhum to new markets. Now, agricole is growing and I’m proud to feel like we helped pioneer that interest. It was also really important to educate on non-AOC agricole which dominates the market, but is only a reference to origin and a production method, there is much more to explore in agricole than AOC accreditation.
Consumers are the end-game to Rhum St Barth, the passion of producing a brand they can enjoy wherever they are in the world. With that, we had to be transparent with how we produce our bottling’s, but also show how different we are to other French West Indies companies producing rhums. We offer a full rhum experience when hosting webinars, masterclasses and tutored dinners, from cane to bottle so consumers can really understand the ins-and-out of the agricole way!
10. Any tips to train the palate and taste a good premium rum?
Agricole is aromatic, so going on a journey smelling the Rhum is a great first step. Also, in agricole, tipping some onto the wrist can be helpful to spot quality. You immediately known if the rhum is high proof if it evaporates, or if it is smooth on the skin so has additives like glycerine, which can be used in the industry as a binding agent, but it can also mimic a mouth feel. I prefer to stay away from glycerine.
Our Blanc, for example, offers light hints of citrus, you get scents of vegetation and damp, green, earthy flavours before your nose is even close to the glass, so best to just embrace slowly, rolling the rhum around your mouth and breathing in. A Ti-Punch will be on order soon enough!
The length of the Rhum should also linger and develop as you taste – you should go on a flavour journey. Putting a molasses based daiquiri and an agricole daiquiri next to one another is a great way to experience the aromatics and length by comparison.
11. How can the rum contribute to improve the crisis in some countries?
We deal with a luxury island and a luxury sector, which is where a lot of our clients are. But these islands have local populations running their hospitality, schools, sports programs. We have to consider where our clients are and combine the two. One way we help is through YachtAid, an organization that collects donations and distributes supplies on charter yachts. These vessels travel globally to remote beautiful locations and are going to be there anyway, you can’t forget the people that are helping keeping these places running. It’s great as it brings this need to the attention of people that often are in a position to give back. Organizations like this are particularly important in the wake of hurricanes, an obvious concern in our region.
12. Is the commitment to sustainable development the key of success for the permanence of the rum industry in the world? Why?
It is without question. We work with a primary product, with often scarce resources like water, and with farmers with passed down knowledge, this has to be protected. Everything from the production methods to the soil without sustainable practice there isn’t a future of farming anywhere.
13. Who would like to meet in the rum industry? What would you say to him/her?
I already met him, Rocky Yeh. He left us too young. I will always say “I love you“
14. What are your next goals in the rum industry?
Develop new products but also bring new things that will fit in the new way of living post-Covid.
15. Plans you have when you leave the rum industry.
I don’t think I will leave … it’s like my 5th child
16. Why is the role of the bartender important in the rum industry?
The bartender is the showpiece, the primary vessel of getting Rhum St Barth from the production line to the consumer, whether it’s from their passion of rhum, to the creativity of a unique cocktail serve.
17. What is your advice for new generations in the rum industry?
Be transparent with your work and production, and be prepared to work hard. Nothing happens overnight, and you can easily miss the enjoyment of consumers appreciating all the passion you’ve put into the brand!
18. How can people learn more about you? Website? Social media page?
You can find out more about Rhum St Barth, the first authentic rhum from the island of St Barth and an award-winning range, by heading to our website and social media pages!
