Juda, could you introduce yourself and tell us how you discovered Mexican rum?
I’m from Boulder, Colorado, in the United States. I’m married to a Mexican woman and my father-in-law produces mezcal, which is how I became interested in Mexican spirits. As for rum, apart from Bacardí, I don’t think rum is really popular in Mexico.
However, my first interaction with rum in Mexico was with people drinking aguardiente on the beach where I lived. It was terrible, like poison! That was my impression of Mexican rum for several years, until I picked up a hitchhiker who, by chance, gave me a taste of some excellent Mexican aguardiente.
I dropped him off and kept some samples, which I then sent to international rum experts for advice. They all replied that it was too strange. In 2015, I had the opportunity to give Luca Gargano, who imported Vago, a taste of this famous aguardiente.
Luca a adoré et je me suis dit qu’il fallait que je retrouve cette distillerie, ou au moins du bon rhum mexicain. Et j’ai passé des mois à conduire dans la Sierra Norte et la Sierra Mazateca qui sont montagnes denses et humides.
A real journey of discovery!
Yes, I wanted to understand how rum was made in Mexico. I visited hundreds of trapiche (artisanal distilleries). And finally, after many disappointments, I found a beautiful rum deep in the Sierra Norte that I loved. Paranubes! We partnered with José-Luis Carrera and started exporting his rum.
How is Paranubes doing today?
It’s doing well, but it’s not a business that makes us money. In fact, the profits are used to support an entire community there. It’s a great success for José-Luis because when I met him, he was at rock bottom.
He was making incredible rum in a very remote location and got no recognition for it. People, even members of his own family, preferred to move to the city rather than work in the local aguardiente distillery. Now everything has changed, everyone has come back and he employs his entire village!
Read also: Focus Terroir – Mexico, the new frontier for rum?