The history of Diplomático began in Venezuela in 1959, with the establishment of the distillery where all of its rums are produced. At that time Licorerías Unidas S.A (LUSA) owned the distillery and the main shareholder was Seagram’s International, which was one of the biggest wine ans spirits companies in the world.
In 2002 LUSA was put up for sale, including assets such as the distillery and a premium rum brand called Diplomático. Initially, it was exclusively sold in its local market. A group of Venezuelan entrepreneurs, most of them with extensive experience in the spirits industry, believed in the potential of this company. They decided to take their chance and made an offer to acquire it. That same year LUSA became 100% Venezuelan and privately owned, and adopted its current name: Destilerías Unidas S. A. (DUSA). The company is one of the largest rum producers in Venezuela.
Today Diplomático is distributed in over 50 countries. It holds the “Ron de Venezuela” DOC (Protected Denomination of Origin) and is recognized as one of the finest rums in the world.
Taste the dram had the pleasure to speak to the CEO of the world famous rum Diplomático.
What were you involved in before getting into the world of spirit distillation?
JM: All my life I have been involved in the world of spirits, since my family has been producing “Cocuy” (a Venezuelan spirit made from agave) for more than 80 years.
Tell us about Diplomático Rum. Was it difficult to set up a distillery?
JM: The distillery was created at the end of the 1950s by a Canadian company called Seagram’s International and Venezuelan rum producers. At the time, Seagram’s was one of the most important wine and spirits distributors in the world. They installed different distillations systems that were later used to produce Diplomático rums: copper pot stills, a batch kettle system, continuous Barbet column and traditional column stills.
In the early 2000s, Seagram’s sold the distillery to Diageo, who only kept it for a year, and then put it up for sale. I thought it was a great opportunity, so along with my business partners we made an offer to acquire the distillery and a few spirits brands, among which was Diplomático. At that time this premium rum brand was exclusively sold in Venezuela.
The offer was accepted by Diageo, not only for the financial aspect but mostly for the proposal we made to continue developing the production of the distillery, which included a co-packing contract for Cacique Rum, a brand owned by Diageo.
What has been the part you’ve enjoyed most?
JM: The beginning! When no one believed in the brand and Diplomático used to be called: “Problemático,” (trouble-maker), but I deeply believed that sooner or later it was going to be loved and enjoyed by many, and more sooner than later it actually happened.
I have enjoyed so much every step we made, every challenge we succeeded, every obstacle we managed to overcome, and all of those achievements were celebrated the same way: surrounded by all our people and sharing a huge “Paella” that, like Diplomático, keeps growing every month. Our record Paella was for 400 people!
What exactly does your job entail?
JM: At this stage after having consolidated the distillery’s production processes, the national sales, and many other roles, I have come to an agreement with my partners to be in charge of the brand’s global public relations. My main responsibility is to reinforce our relationship with our importers around the world and run the business in a “macro way.” I also learn a lot about the industry and the markets by being constantly in contact with our export partners, bartenders and other fellow producers around the world. It is also a good way to identify opportunities for us to develop new products.
What are the maturation conditions like?
JM: The area where our distillery is located has ideal conditions not only for sugar cane growth but also for the aging of our rums. We have a tropical climate, with high temperatures during the day, cool nights and high humidity. The interaction of the rum with the white oak casks that we use for aging allows the evolution of the liquid’s aromas and flavors through the environmental temperature and humidity.
What type of Rum Expressions do you currently produce?
JM: Each Diplomático rum has a particular taste profile, and has been crafted for a specific way of consumption. However, the common characteristic across our range is that all our rums can be enjoyed neat.
Reserva Exclusiva is our dark sipping rum, characterful and complex. Aged for up to twelve years, this rum is better enjoyed neat or on the rocks. It can also be the main ingredient in classic cocktails such as an Old Fashioned or Sazerac.
Mantuano is our dark mixing rum, aged for up to eight years. It is ideal for mixing in cocktails but will also appeal to those who prefer to drink it neat, and that are looking for a well balanced and slightly dry rum, compared to Reserva Exclusiva.
Planas is our white sipping rum, aged for up to six years. It can be enjoyed neat, on the rocks or in cocktails. It is a rum that surprises people because is powerful, yet incredibly smooth.
Our prestige rums, Single Vintage and Ambassador are made from our best rum reserves for twelve years. Then, these rums are put to age again in sherry casks to provide the perfect finish, Oloroso casks for Single Vintage (1 year) and Pedro Ximénez casks for Ambassador (2 years).
Why did you start production? Did you see a gap in the market or was it to fulfill some passion?
JM: It was really a dream, knowing that our distillery had such a variety of distilling devices; the Venezuelan rum tradition; and above all the expertise and know-how of our people. I just thought we had all the conditions reunited to produce an amazing rum that could become one of the best in the world. I also thought that a rum’s production process is quite similar to whisky, a spirit that I also enjoyed very much. That’s why we wanted our rums to be high quality and with a sipping profile, to be enjoyed just as any other fine dark spirit.
Do you have any role models in this industry?
JM: I must say that I’m a very passionate man, so instead of having role models I have dreams and wishes, and those are the ones that I follow!
What conditions affect the aging of the rum? What gives rum that rich flavor profile?
JM: Mainly weather, temperature, humidity. But every step of the production process has an influence on the aromas and flavor profile of each rum, from the raw material (sugar cane honeys and molasses), passing by fermentation, distillation, and up to the aging period.
What led you to start your own business?
JM: At the beginning of my career I worked in my family’s business, and at some point my father told me that if I wanted to go far in life I had to do something else. He encouraged me to try to find new opportunities in the spirits business. And one day the offer from Diageo in Venezuela came up, the distillery was put for sale. I thought it was a very challenging and at the same time appealing opportunity, so I invited a group of friends to participate in the “bidding” of the company, and that’s how everything started!
“I must say that I’m a very passionate man, so instead of having role models I have dreams and wishes, and those are the ones that I follow! “- JOSÉ RAFAEL BALLESTEROS MELÉNDEZ
Do you think that Rum will one day be as big as whiskey?
JM: Yes, I believe it will and I’m very confident about it, it’s just a matter of time.
What have you been doing to expand nationally with your spirits line?
JM: I do a lot of research during my trips abroad, always looking for new trends and flavors. Innovation is key for the development of our company; therefore I dedicate an important amount of time with our production department, continuously.
Where do you see the company 5 years from now?
JM: 5 Years ago I answered the same question and my answer was that Diplomático would be one of the most important premium rum brands in the world, and we are quite close! So today and during the next 5 years we will work hard to consolidate that position, not only in the rum segment but also across the aged spirits category.
