Nelson Hernandez, Maestro Ronero” at Diplomático

To mark the 10th anniversary of your favorite magazine, a panel of personalities decipher the last 10 years, and provide food for thought for the next 10…

Nelson Hernandez

How has the rum market evolved over the past 10 years?

The rum category is going through an evolution in its image and perception, shifting from a spirit mostly seen for mixing in fruity cocktails to a spirit that can be sipped or mixed in sophisticated drinks, enjoying a quality comparable to that of the finest whiskeys. As a result, the Super Premium rum segment is outperforming the total rum category showing +16% value growth between 2017-2022, according to: IWSR RUM CAGR 2017-2022 and 2022-2027).

In summary, rum’s place in the world spirits market has been growing steadily for the past decade. The diversity of the category, the return of the cocktail culture, and the rise of the educated consumer have contributed to a growing global audience who are thirsty for guidance and knowledge about this incredible spirit.

How do you see it evolving over the next 10 years?

The rise and development of the cocktail culture in the past years has positively impacted the premium rum category growth and gives us great expectations for the future. Rum is an incredibly versatile ingredient and new trends show that consumers are particularly interested in experimenting. As a result, consumers continue to enjoy classic rum cocktails such as Daiquiris which we elevate with a unique premium white rum called Diplomatico Planas, and at the same time are open to trying twists on classic cocktails such as the Rum Old Fashioned with Reserva Exclusiva and a Rum Mule with Mantuano.

Diplomático has been among the pioneers of a renewed category perception and of an energized cocktail culture, with a very positive impact on premium rum category growth internationally. Its quality and versatility have made it a favorite choice for bartenders worldwide and encouraged them to develop a wide range of Diplomático serves offering new premium tasting experiences for consumers.

Do you have any news you’d like to share with us?

We are honored to announce a new Gold Medal at the Rum & Cachaça Masters Awards 2024 for Diplomático Reserva Exclusiva. This year, The Spirits Business magazine staged The Rum & Cachaça Masters competition in a drive to find and reward the finest rum brands in the world. Once again, Diplomático Rum stands for its superior taste. This recognition is a testament to our commitment to quality and our contribution to elevate the rum category.

What does Rumporter mean to you?

I have known the magazine for a long long time. Rumporter is one of the most relevant magazines that focus on rum and rum culture. It covers various aspects of rum production, history, tasting, and cocktail recipes. For many industry professionals and rum connoisseurs, Rumporter serves as a valuable resource for staying updated on the latest developments in the world of rum, including new releases, distillery profiles, and industry events. It’s highly regarded within the rum community as a source of knowledge and inspiration.

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