Published by The Rumlab ago

Symphony No. 3 Rum Co-Owners: JAAZ DE LA VEGA, CHARLES GENAO & SAM HICKMAN article cover image

Symphony No.3 is a departure from the norm. It is not a product that is dependent on corporate funding or celebrity endorsement. It is born of friendship, family, trust, and respect.

It is proudly produced in the USA – made from Floridian sugar cane, conceived in California, and bottled in Minnesota. Forget what you think you know about rum – Symphony No.3 is your new standard. Learn more about this rum and its founders Jaaz De La Vega, Charles Genao & Sam Hickman, in the following interview:

TRL: Who are you?

Jaaz: Witness a unique New York success story – from his humble beginnings learning the hospitality trade from the lowest echelons to becoming a fixture in the city’s bar and restaurant scene, Jaaz is now uniquely placed to understand industry needs and trajectory.

Charles: A true creative son of New York City, embracing fashion and art, and with an esteemed history in the promotion of local hip-hop, Charles is a proud graduate from St John’s University, with a BA in Business Management with honors.

Sam: A career in hospitality founded in Edinburgh, developed in London, New York, then Los Angeles; Sam’s journey has embraced all aspects of food and beverage, from the bar back to line cook, from kitchen manager to beverage director, to operational designer

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

Like many love stories, our rum journey has been fortuitous, intoxicating, and quite unexpected. As our name suggests, we identified ourselves as having particular skills individually, but brought together in a partnership we imagined we could create something quite unique and special. Rum means opportunity for us – a chance to move the dial from traditional perceptions and offer a new product with different values

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

a) US-based – it’s important to us that our product is domestic and that we understand fully where, how and from what our rum is made; we wanted to ensure we were offering a product in association with sustainable, reputable partners

b) Taste – our aged rum flavor profile is unique; rested in ex-Rye barrels, we believe we’ve found a great middle-ground for the rum and whiskey drinker

c) Quality and reputation – our product is clean, free of additives and free of any corporate controls

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

We’re just getting started… but so far we hope to have brought a fresh outlook on what rum can be

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

As our professional backgrounds attest, we are all fundamentally passionate about the hospitality and food and drinks sectors; together we have worked in all facets of these industries, and have a deep understanding of what can be successful

TRL: What is your favorite place for drinking rum?

Everywhere and anywhere; whether sipping that first Symphony No 3 White Piña on an island vacation or pouring a Symphony No 3 Aged on the ice at home, there’s never a bad place

TRL: Favorite drink + Recipe

A Farewell To Arms (featured at The Landing, NYC)

Symphony No 3 White Rum

Luxardo Liquour

Grapefruit Cordial

Blood Orange

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

Rum is a spirit that has had a checkered past – at best – and a clichéd present; we aim to distance ourselves, by offering a fresh approach to this spirit typology

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

To continue to build our brand and tell our story, and welcome more discerning drinkers to the Symphony family

TRL: Plans you have when you leave the rum industry

Leaving already? We just got started…

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

Not just important, but the most important; they are the heart and soul, the front-line sales team – if they don’t believe in the product, you have no chance

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


https://www.instagram.com/symphonyno3rum/ https://www.linkedin.com/in/jaaz-vega-2b172047/