20 personalities decipher the last 10 years, and provide food for thought for the next 10.
How has the world of rum changed over the last 10 years?
We have witnessed a change in consumption: the search for quality among many consumers has brought rum to the fore. Lovers are more interested in the taste experience and the uniqueness of rum. Consumption patterns have also diversified, and I’m thinking in particular of the development of mixology with our fabulous agricole rums. As for the producers, many of us have revitalised our offer, moving from a classic, common range to a plural offer, rich in specificities, and proposing more and more exclusive selections, both in old rum and in white rum, as well as in rhum arrangé.
This decade has also seen the birth of parcel rums, bruts and the first organic rums.
How has La Favorite fared over the last 10 years?
Actively! These have been exciting years, with many positive changes. This decade began with the birth of the amateur groups, with a redefinition of our identity and work on our rums, which have won regular awards, to convey the flavour of authenticity. This was followed by improvements to our production facilities, while remaining true to our style and values. In 2021, the return to the signature bottle crystallised our revival.
It was eagerly awaited, and I’m proud to have worked on this project; in 2022 we celebrated our 180e Harvest… And we ended this fine decade with the Prix d’Excellence at the Concours Général Agricole de Paris! All in all, it’s a fairly simple recipe: a lot of hard work and passion, the support of many friends and enthusiasts, and a bit of daring.
How do you see rum developing over the next 10 years?
I’m still imagining new players, new brands and new projects.
I believe in the development of raw materials, to make this already highly reasoned culture even cleaner. At La Favorite, on the agricole side, because it’s our first job, the next few years will be marked by new planting techniques, and by the conversion of some of our plots to organic farming. That’s the future.
What’s your latest news?
We continue to invest in the quality of our raw materials, we are pursuing our Explorations, and this year saw the creation of a single-variety duo on the same plot.
In terms of succession, 2023 marks Gabriel’s departure after 40 years at La Favorite. Nicolas, my younger brother, joined the team last year to train alongside him.
We’re still working on the layout of the tour circuit, to improve immersion for those we’re lucky enough to welcome. Lots of great projects!
What does Rumporter mean to you?
A vehicle! It’s a support, to spread our news, our novelties and our know-how.
On a human level, we have long-standing ties with your team. We’ve met several of you on numerous occasions, and we follow each other on the web. We also enjoy reading your issues to find out what’s going on in our neighbours, both near and far… Your magazine has been and continues to be a great springboard for agricolerum.
