Daniel Mora Mora is the Ron Centenario, Global Brand Manager. Costa Rican, 34 years old, Master of International Business, Public Relations, Marketing, and Communications Specialist, Rummelier by passion.
Brand, Marketing, and Commercial Manager, with more than 10 years of experience focused on communication models, strategic marketing planning, digital communication, ATL/BTL campaigns, product launches, and customer service. Daniel has been focused on compliance with different KPIs in transnational, national, and governmental organizations. Development of business models and commercial platforms for national and international franchises. He participated in the creation of different digital communication platforms for Government Institutions.
“On a personal level, I am a perfectionist, a lover of the world of rum, I like to study its process and be able to transmit the message to all people. Rum is family and every sip we take of this elixir of life, makes us create magnificent stories around it”, Daniel argued. Learn about Daniel Mora Mora, Global Brand Manager Ron Centenario, in the next interview:
TRL: What does the rum mean to you? What made you fall in love with rum and when did it happen?
Rum means family, passion, and education. Rum has belonged to my world since I can remember since my grandparents and my father enjoyed it at family gatherings. Then I had the opportunity to become part of Centenario Internacional and started in the rum industry with Ronrico. With Ronrico I developed a special “love” and wanted to learn more and more about the “how to process” and also taste educational programs.
Then Ron Centenario happened in my life and everything evolved. I started preparing myself with the best master blender in the world, Susana Masis. With her, I learned what I know now, and also getting to know such special people in the industry in the different trade shows makes you fall in love with this industry. Rum is art, is the connection to unimaginable places where all your senses are one.
TRL: Three essential characteristics that define the rum according to your perspective.
Rum can be defined as art, rum can be defined as tradition, and rum can be defined as happiness.
TRL: What is the most important contribution you have made to the rum industry?
I think that my most important contributions are innovation, changes in sustainability policies, and social responsibility. Create educational programs and advertising campaigns designed under three strategic pillars: people, the planet, and Ron Centenario’s portfolio. Saying that we transport people to Costa Rica in every single bottle of rum and that the Costa Rican essence can be present everywhere.
TRL: Benefits that the rum industry has given you.
Get to know great people, get to know places, and the bond you create with fellow brand ambassadors who are an example to follow and in which the common goal is to continue growing the rum category worldwide.
TRL: What’s another thing you are passionate about, in addition to rum? Why?
Soccer! I played since I was 3 years old until I started college. So it’s also a way to relax, to hang out with friends and family. Nowadays I enjoy watching major events and also cheering for my favorite team in Costa Rica and worldwide.
TRL: What is your favorite place for drinking rum?
Home with my wife! I love to separate the flavors while I’m drinking it and my wife learns too! It’s a great experience with the people you love!
TRL: Favorite drink + Recipe
Ron Centenario 25 Aniversario Gran Reserva Smoked Ron Tonic, In a balloon glass you burn rosemary then add the Ron Centenario 25 Aniversario, add lemon filled up with a sphere of ice and put 2 lemons wedged and the smoked rosemary.
TRL: Why is it important to educate the rum consumer?
Rum is a world, and as a cultural drink and emerging brands coming every single day it is important to educate consumers about the history, the differences of the types of rum because all are different and we need to appreciate them as much as possible. What I love about rum consumers is that they are very loyal to the brands, but want to explore different tastes, and that’s the reason why education is really important. As Brand Ambassadors we need to keep on growing the rum category worldwide.
TRL: Any tips to train the palate and taste a good premium rum?
When training the palate, never do the tasting at the highest ABV, always lower it to half of it, this will allow you to recognize the different flavors that you can find in every sip of rum. Also start always from the tip of the tongue to the back. The tongue will tell you if it’s sweet then the sides of the tongue will allow you to experience the spices or fruits etc, then in the middle of the tongue you will feel the alcohol, and then in the back, you will feel the wood.
Doing that transition in a gentle manner will train the palate to identify all the benefits of the rum you are tasting and when you have it at full ABV you will appreciate it even more.
TRL: How can rum contribute to improving the crisis in some countries?
Having in mind that even though it is a profitable business you can create changes in sustainability policies and social responsibility. People are the most important part of the process and we need to keep on helping in high social risk communities in our countries to contribute to creating better spaces for education, artistic spaces, and sports and creating healthy spaces for everybody.
TRL: Is the commitment to sustainable development the key to success for the permanence of the rum industry in the world? Why?
Every day more and more brands join to be more sustainable and to create more eco-friendly processes. Consumers nowadays are looking for products that help our environment and are more aware of the impact of climate change and other problems that we are having worldwide. We need to give consumers the options they need and that is the success of the permanence of the rum industry. Innovation is everything, think out of the barrel!
TRL: Who would like to meet in the rum industry? What would you say to him/her?
I have met a lot of people in this industry and the best part is learning from them every little time we meet. I don’t have a specific person because we all contribute to this great family. We need to keep on sharing, learning and being passionate for the best spirit. So we can keep on growing the category.
TRL: What are your next goals in the rum industry?
Keep on educating consumers, innovate and strengthen social and sustainable programs as part of the three pillars, the people, the planet, and Ron Centenario’s portfolio.
TRL: Plans you have when you leave the rum industry.
Wow, what a difficult question. Somehow I think I’ll always be part of the industry as an advisory consultant, I collect rums as part of my hubbies too. Thinking about it is to have a restaurant with my wife. Where we can combine her passion for culinary arts and my passion for mixology and trends.
TRL: Why is the role of the bartender important in the rum industry?
They create magic! They are part of the educational chain and are the ones that put the liquid in the lips of consumers, for me the best magicians, from scratch they create a piece of art that can transcend time and make people enjoy every moment in a bar, restaurant, or café.
TRL: What is your advice for new generations in the rum industry?
Passion is the driver. Sometimes we can think that things go slowly or not as we want, but with passion, effort, dedication, and commitment, everything will happen. Do not decay and always follow what your mind and heart tell you
TRL: How can people learn more about you? Website? Social media page?
Try to get a well lit shot from the front of the rum label
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