Don Papa Rum Brand Manager Florian Perret (Interview)

By Jose Hoffmann

Florian Perret, 32 years of age, was born and raised in Duisburg, West Germany. After being a student of Marketing and Communications, he joined Sierra Madre Gmbh as the Brand Manager for Don Papa Rum in July of 2016. Sierra Madre was and is known for the distribution in Germany of superb premium spirits, coming from countries all over the globe. In the Rum category they distribute Don Papa Rum, Diplomático/ Botucal Rum, Remedy Spiced Rum, Dos Maderas, Ron Centenario, Prohibido, Smith&Cross.

Learn more about Florian Perret, Brand Manager Don Papa Rum & Remedy Rum Germany, in the following interview:

TRL: What does the rum mean to you? What made you fall in love with rum and when did it happen?

Rum became an essential part of my working life in 2016. From that point forward, I developed a big interest in Premium-Rum. Since we as a company are present at many spirit-fairs and trade shows, I was able to discover not only the fine products that we as a company distribute but also from competitors and small craft companies.

The variety that Rum provides is not comparable to any other spirit: From sweet Elixirs to dry Agricoles and a lot in between – that is why I desire Rum so much.

TRL: Three essential characteristics that define the rum according to your perspective.

I like my Rum aged, having a little bit of a sweeter tasting profile and well designed. You drink with your eyes first.  

TRL: What is the most important contribution you have made in the rum industry?

We as a team at Sierra Madre helped to put Premium Rum on the map in Germany.

About a decade ago, when we started distributing Don Papa, Diplomático/Botucal, or Prohibido, there weren’t many premium Rums in the market.

Considering that Germany is a “liquor, vodka and gin nation”, I believe that the only rums that received real recognition during this time were Bacardi, Havana Club & Captain Morgan.

At the beginning, our Rums were also viewed as niche products, but over time the consumer base grew and more and more people started to enjoy these new and unknown brands.

Today, our Rums are available all over Germany in supermarkets, online shops, liquor, and beverage stores. This development from “niche” to “desirable product” helped the whole (Premium-)Rum industry in Germany.  

TRL: Benefits that the rum industry has given you.

Thanks to the Rum industry, I experienced how a spirit can bring different people from all over the world together. I was fortunate to meet and learn from amazing people that play key roles in the whole rum industry. Especially back in the day, when I just started to work in the industry, that helped me a lot.  

TRL: What´s another thing you are passionate about, in addition to rum? Why?

Mixing cocktails. Although I’ve never actually worked as a bartender, I really enjoy making cocktails for me and my friends. Luckily, we have  some former bartenders in our team, such as my close colleague who is the German Brand Ambassador for Don Papa Rum. He helps me out sometimes and provides a lot of knowledge.

TRL: What is your favorite place for drinking rum?

The place isn’t as important as the people who you enjoy your Rum with.

I enjoy my Rum the most when I am with people that I enjoy.

TRL: Favorite drink + Recipe

Daiquiri. But – and people might cringe now – in a tumbler on the rocks.

5-6 cl Dark Rum (E.g. Don Papa Rum), 3cl Fresh Lime Juice, 2cl Simple Syrup. Shaken on ice, poured into a tumbler.

TRL: Why is it important to educate the rum consumer?

In general, consumers are more interested than ever before. Not just in Rum but all types of food & beverages and their craftsmanship. It is our job to provide the information and highlight the unbelievable variety that exists in Rum. We did this for years, visiting countless rum shows all over the country, talking about our products, and letting the consumers try our products. By doing so, we gained awareness and trust in our brands. We still benefit from this.  

TRL: What are your next goals in the rum industry?

Our brands are still quite new in the market. We have a lot of goals that we want to achieve in Germany in terms of growth and awareness. For our own brand Remedy, which I co-created, we have not just national but international goals. It is quite exciting to find partners in different countries and introduce this fine brand to their market, considering that each market has its own rules and challenges.

TRL: Plans you have when you leave the rum industry.

Hopefully, that won’t happen too soon. But if it does, my first plan will be to make a lovely Daiquiri on the rocks and cheer for the great time I had.

TRL: Why is the role of the bartender important in the rum industry?

Bartenders play a key role in the success of Rum. Their role as a multiplier and opinion leader may define how consumers view rum. In Germany, this was recognizable, when the Gin-Hype started and bartenders fueled this trend by offering more and more variety of brands, as well as drinks.

TRL: What is your advice for new generations in the rum industry?

Be and stay creative. Whether you produce, market, sell, or mix. Rum is the most creative spirit in the world and its industry needs the most creative people.

TRL: How can people learn more about you? Website? Social media page?

Visit us on https://sierra-madre.de/enb2b/