That’s the Spirit - Rhum Barbancourt

True to its Roots

THE HERITAGE OF RHUM BARBANCOURT ENRICHES THE LUXURY RHUM CATEGORY

By Michael Tulipan | Photos by Vincent Giovinazzo

Rhum Barbancourt has long been an ambassador for Haiti. Still, the company also wields an outsized influence on the entire category due to its long history of artisanal craftsmanship and premium-aged rhum production. From its double distillation to aging in Limousin oak to the use of only sugarcane, not molasses, Rhum Barbancourt has been at the forefront of the rhum category since the beginning. In 1862, Dupré Barbancourt founded the Port-au-Prince distillery that still bears his name.

A native of Charente, France, he introduced the traditional French distillation method to rhum making on the island and the oak barrel aging process used in Cognac production. The goal was to make a rhum that was as good as or even better than Cognac.

CEO Delphine Gardère, only the second woman to lead the company in its 160-year history, grew up in the distillery but honed her business skills in London and Paris. Her path eventually led back to the island nation, using her expertise to bring Rhum Barbancourt to a wider international audience.

“The new generation of rum drinkers is looking to escape through brands from all over the world,” Gardère says. “Craft brands such as ourselves who adhere to specific production techniques have a great opportunity to showcase and capitalize on our history.”

As with other categories, growth on the premium rhum level has far outpaced lower-priced tiers. “I see the premium segment as an exciting opportunity to show what makes Rhum Barbancourt unique as a rum, a brand, and an overall experience,” she notes. Increasingly, premiumization is tied to aging, and Rhum Barbancourt remains true to its roots as a leader in aged rhum. The company’s core range is its 3 Stars, aged for four years, and the Réserve Spéciale 5 Stars, which matures for eight years.

Once crafted only for family and friends, the Domaine Reserve has become one of the world’s most celebrated rhums, aging for 15 years in three different types of oak barrels, which yields a complex, fullbodied spirit perfect for sipping.

The company’s innovations also extend to the human resources side. Gardère has instituted practices promoting women into higher-paying positions with more responsibility, like her new CFO. “Haiti is a pretty matriarchal country, but not when it comes to higher roles in business," she says.

For many brands, cocktails are the vessels for introducing new flavors and products to consumers, and Rhum Barbancourt continues to be a category leader, providing solid, versatile foundations for drinks, whether it’s white rhum or aged dark rhums. “Rhum Barbancourt is at the heart of all your cocktails,” Gardère says, “white and dark rums with interesting notes—you can get as creative as you want!”

Rhum Barbancourt recently formed a partnership with heavyweight boxer Deontay Wilder in advance of his rematch with world champion Tyson Fury. “Wilder is the epitome of what a champion should be—strong, disciplined and resilient, constantly exhibiting excellence, with a deep commitment to his community and family,” says Gardère. “Those values are relatable to all Haitians, and Rhum Barbancourt aims to bring its heritage to the world.”