5 women were the main protagonists of the inaugural edition of the Women Leading Rum – Europe Conference on April 26th in Madrid, as part of the first edition of the Spain Rum & Gin Expo 2024, which was attended by more than 300 enthusiasts.

Larissa Arjona, president of Women Leading Rum, welcomed attendees to the conference, which brought together prominent leaders in the rum industry from Europe and America. “From the sugarcane fields to the most prestigious distilleries, women have been guardians of tradition and innovation in rum production. They have left their mark at every stage of the process, from planting to bottling, once again demonstrating their ability to lead with passion and dedication. Today we want to honor them through this Conference,” she said.

She emphasized that more than just a conference, the event represented a call to action. “We are committed to continuing to work together to build a more inclusive and equitable future for the rum industry, where everyone, regardless of gender, has the opportunity to reach their full potential,” Arjona stated.

Empowering knowledge

The conference was inaugurated by Marie El Hanafi, renowned Brand Ambassador of Ron Millonario and Rum Nation, and Ana Suárez Castrillón, Brand Ambassador of Ron Barceló. Their presentation, “Transcending Aromas,” captivated the audience with a sensory journey through the spirits, exploring the complexity and richness of the aromas and flavors that define these rums.

El Hanafi detailed in her informative talk the importance of distillation and key elements in the process such as fresh sugarcane juice, molasses, and “miel de caña”. She also shared her knowledge about the regulations governing traditional rum, rhum Agricole and others.

Ana Suárez took us on a trip to San Pedro de Macorís, the heart of Ron Barceló, the Dominican Republic’s most exported dark rum. It is the only rum in the country made from 100% sugar cane juice from its sugar cane fields. Through an impeccable presentation, Suárez gave a historical overview of the creation of the brand, the warehouses where the magic is produced, the faces behind it, the regulations that govern it and the secrets of its positioning in different markets.

The day continued with the conference “From the Still to the Vision: Transforming Distillation,” led by Elisa Carrascosa, Co-founder & CEO of Spirit Tellers – Ron Santaren. Carrascosa shared her experience and knowledge of distillation, highlighting the importance of innovation and vision to transform this ancient process into a modern and exciting experience. “More than products, we distill history,” she began her talk, engaging the audience with details about the foundation in Murcia, the distillation process in Granada, and their market growth with unique blends, and other topics of interest.

Ron Santaren uses rums from different origins for its blend. A 12-year-old aged rum from the Dominican Republic, a golden rum from Guyana from plantations of the Demerara River, and young rums from Spain.

From Murcia, the Conference moved to the Canary Islands and Guatemala, with presentations by Priscila García Olmedilla, Export Manager of Ron Arehucas, and Alexandra Alfaro, Corporate Marketing Director at Licores de Guatemala. In their presentation, “Strategies to Succeed in European Markets,” García and Alfaro offered unique insights into the commercial and marketing strategies that have led their respective brands to success in the demanding European markets.

During the conference, Priscila provided an interesting and creative overview of the history of rum in the Canary Islands since 1884, and talked about the etymological origin of Ron Arehucas (formerly known as the rum of the keys of San Pedro’s doors), and other topics of interest of this family tradition rum brand with 140 years of history. She also highlighted that to succeed in European markets, cultural adaptation is crucial. “Negotiating with a Japanese person is not the same as with a Uruguayan. Sometimes we can be more assertive with some people than with others. Language is undoubtedly another factor because often a French or Portuguese person will appreciate you speaking in their language, not in English or Spanish,” she said.

The conference concluded with Alexandra Alfaro, Corporate Marketing Director at Licores de Guatemala, who shared relevant details of the brands concerning international market positioning based on her extensive experience. According to Alfaro, Guatemalan rum has found an important niche in European markets thanks to its superior quality and effective commercial strategies. Exports have shown significant growth, educating new consumers’ palates and offering a variety of products, from young rums to high-end aged rums, which have positively influenced international markets.

Deserved recognition

The Women Leading Rum – Europe Conference served as a platform to recognize Susana Ortega as Best Brand Ambassador 2024 by The Ultimate Awards. Ortega received 1,719 votes thanks to her active social media campaign. She is the great-granddaughter of Don Andrés Brugal, the founder of Dominican rum, thus belonging to the fifth generation of the family.

“My passion is educating about rum. Being an Ambassador of a legacy that began with my great-grandfather has allowed me to demonstrate that rum undoubtedly has a feminine essence, starting with its raw material: sugarcane. This recognition is not only for Susana Ortega but also for those thousands of women around the world who, with the greatest dedication, make rum increasingly an art,” Susana highlighted in an emotional thank-you speech.

The 1st edition of the Women Leading Rum – Europe Conference concluded eagerly anticipating the continuation of these meetings filled with knowledge and insights into the rum industry. For more information about the Women Leading Rum agenda, visit https://womenleadingrum.com/.