Otto Flores On The Past, Present & Future Of Ron Barceló Rum S.R.L.
Produced by Ron Barceló S.R.L. in San Pedro de Macorís, the rum of Ron Barceló first came onto the market almost 90 years ago. Ron Barceló began to grow internationally in the 1990s when exporting rights were granted. Nowadays, Ron Barceló S.R.L. still only produces Ron Barceló rum — as sold in 70+ countries — and is the world’s #1 exporter of dark rum (and 4th overall largest exporter of rum).
Ron Barceló’s rum is uniquely different from other Dominican rums because it is made from the fermented juice of the sugarcane, not from molasses. This sugarcane is grown in nutrient-rich, low-sulfur soil within the Dominican Republic, as planted, harvested, fermented and distilled strictly in company-owned sugarcane fields. In turn, the rum carries a smooth, well-rounded signature taste.
To learn more about Ron Barceló S.R.L., I had the pleasure of doing Q&A with brand ambassador Otto Flores. Born and raised in Santo Domingo, Dominican Republic, Flores has been affiliated with this prestigious brand since 2012. More on Ron Barceló can be found online at www.ronbarcelo.com.
Otto Flores: My first direct experience with the world of spirits was in 2009 while I was working as supervisor of tax-free shops in the Dominican airports. Thanks to the large portfolio of spirits brands that we managed, I had the opportunity to participate in their training programs and familiarize myself in detail about the liquors, liqueurs and cordials world. As a result, my interest in the world of distilled spirits began.
I then began to focus my attention to rum, specifically Ron Barceló, its characteristics, differentiating elements, but more importantly, its colors, aromas and flavors. I knew I was committed to the brand before I was directly a part of the team. I shared my knowledge about Ron Barceló with my sales team and soon people started to call my stores “The Ron Barceló Ones” as it appeared to be the one thing we were selling. Consequently, the person responsible for the Ron Barceló brand in that market had perceived my expertise and a couple of years later I had the opportunity to opt for a vacant position. The rest is history.
Were you always into rum?
Otto Flores: I would say that I’ve always been into rum. As I was born and raised in Dominican Republic, with roots that tie me to the historic sugarcane region of San Pedro De Macoris, rum is part my culture. I identify myself with the rum because it is a malleable, noble and versatile spirit with a vast history.
What is a day in the life as a brand ambassador like? How much travel is involved with your work?
Otto Flores: Mostly, I go to our distillery facilities and production plant located in San Pedro De Macoris province. There I have the interesting task of communicating the brand values that define Ron Barceló throughout its productive process. It is an incredible opportunity to connect with consumers, customers, bartenders, waiters and educational institutions that visit us. We also have our “Perfect Match” program, where I have the opportunity to share with our guests high-end cigars that pair perfectly with our premium rums during a sensory-tasting Master Class.
Taking into account that Ron Barceló is the most exported dark rum worldwide, visiting international markets is a task that occupies about 50 percent of my time. These trips, in addition to participation in festivals and spirits fairs, trade visits allow me to connect with spirits and cocktail’s new tendencies and build professional ties with bartenders and accounts.
Otto Flores: One of my favorite parts about working with Ron Barceló is knowing that as a spokesperson for the wonderful distillate, there are no borders. I have the privilege of changing non-rum lover’s into rum enthusiasts all while taking our portfolio to other markets, regions and cultures.
To you, what separates Ron Barceló from other rums? Is it the ingredients? The legacy?
Otto Flores: Ron Barceló was born almost 90 years ago. It is a pinch of inspiration that has been transformed into a legacy that has achieved a presence in more than 75 markets around the world. It is currently the most exported dark rum worldwide and is becoming the most international Dominican rum.
Besides having one of the rum industry’s most modern production process, there are several elements that separate Ron Barceló from other rums. One of them is that Ron Barceló rums are distinguished by being the only Dominican rums made from the fermentation and direct distillation of Dominican sugarcane juice. As an estate-grown rum, this precious liquid is extracted from the sugarcane plants grown in our fields, ensuring strict control throughout our production process, from sowing the sugarcane to packaging our final product.
We have the perfect climatic conditions for aging rum. The San Pedro De Macoris region, where our distillery and warehouses are located, has an 86°F (30°C) year-round temperature with a high humidity. One year in these weather conditions is equivalent to 4 years in template cellars. The result, the best Dominicans rums blended by our expert Masters Blenders to delight the consumer’s palate.
In addition to our exceptional rums, there is our environmental care approach. Ron Barceló is a unique Dominican distillate company with a green focus throughout its production process from its distillery Alcoholes Finos Dominicanos to its production plant Ron Barceló S.R.L., becoming the world’s first rum to reach neutral carbon status based on the Bilan Carbone license. A certification that validates our deep concern for the environment and we hope other companies will join in the future… The success of Ron Barceló rum is the perfect blend of tradition, quality and craftsmanship.
Otto Flores: Barceló Imperial is my favorite rum no doubt! It is the result of the finest selection of Caribbean sugar cane and the rigorous respect of time. A smooth blend of the best Dominican rums patiently aged up to a decade in ex-Bourbon barrels and crafted by the expert hands of our Master Blenders, make Barceló Imperial an exceptional rum.
Its brilliant copper color along with hints of buttery toffee, reminders of vanilla, wood and dark chocolate are some of the notes you will discover when enjoying a glass of Imperial. If I’m looking forward to enjoy it in any other way than on the rocks, there’s no doubt I’m going for a Barceló Imperial Old Fashioned.
What is coming up for Ron Barceló?
Otto Flores: It is already perceived as a trend. Spirits are leaning towards premiumness and Ron Barceló rums are not the exception. Consumers are beginning to appreciate and demand the organoleptic properties of high-end dark aged rums. Even if we have gained recognition among the rum producers, there is a lot of work to do for consumers to embrace the rum industry premiumization.
When not busy with Ron Barceló, how do you like to spend your free time?
Otto Flores: Well, my non-working time is not exactly free time, but when I’m not in ambassador mode I become a family man. Any kind of activities or trip that reunites either the family or close friends, I am into. Also practicing sports such as swimming and basketball keeps me somewhat in shape.
As a music-themed publication I must ask: What was the last concert you attended for fun?
Otto Flores: It was a few months ago on a night where several artists were performing. The main star of the night was Marc Anthony, and the wait was worth it. I would say that everyone who was present went out delighted with his energetic show on stage.
Finally, Otto, any last words?
Otto Flores: Drink responsibly, enjoy Ron Barceló.
About the Author
Darren Paltrowitz Darren Paltrowitz is a New York resident with over 20 years of entertainment industry experience. He began working around the music business as a teenager, interning for the manager of his then-favorite band Superdrag. Since then, he has worked with a wide array of artists including OK Go, They Might Be Giants, Mike Viola, Tracy Bonham, Loudness, Rachael Yamagata, and Amanda Palmer. Darren's writing has appeared in dozens of outlets including the New York Daily News, Inquisitr, The Daily Meal, The Hype Magazine, All Music Guide, Guitar World, TheStreet.com, Businessweek, Chicago Tribune, L.A. Times, and the Jewish Journal. Beyond being "Editor At Large" for The Hype Magazine, Darren is also the host of weekly "Paltrocast With Darren Paltrowitz" series, which airs on dozens on television and digital networks. He has also co-authored 2 published books, 2018's "Pocket Change: Your Happy Money" (Book Web Publishing) and 2019's "Good Advice From Professional Wrestling" (6623 Press), and co-hosts the world's only known podcast about David Lee Roth, "The DLR Cast."
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