Flor de Caña Marketing Manager César Pérez Hontanilla

Published by The Rumlab ago about the Flor de Caña company

Flor de Caña Marketing Manager César Pérez Hontanilla article cover image

César Pérez Hontanilla is passionate about on-premise, such an important sector in the Spanish economy, which represents 6.2% of PIB and has been so damaged in recent years since the pandemic. He had been dedicated to the sector for 20 years, working for alcoholic beverage distribution companies. He is currently responsible for Flor de Caña for the Spanish market, working hand in hand with the distributor to develop the brand in such a competitive market.

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

I have rum in my veins, as I was saying, I have spent my whole life developing the category for different brands and each one has its own particular characteristics, largely due to its origins. Each brand breathes different airs but all with the warmth of their lands. When you travel to the origin of rum, it is when you understand, share its flavors and its people transmit that passion with which they enjoy this product.

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

Fashionable, Luxury & Sustainable

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

In the last 20 years I have only been working in two spirits companies, I participated in different launches and positioning of spirits brands, in the rum category I participated in the start of Bacardi Limon, Breezer, Seven Tiki, Flavors, Oakheart, RTD, Flor Caña varieties…

TRL: Benefits that the rum industry has given you.

• Achievement of objectives and goals set.

• Personal and professional growth.

• Improvement in the quality of life.

• Greater satisfaction and personal fulfillment in each unemployed position.

• Development of skills and knowledge valued in the labor market.

• Recognition and personal growth.

• Greater confidence and self esteem.

• Opportunities for new challenges of each project.

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

In general, I face life with a lot of passion and there are several activities that I try to continue practicing, in addition to family enjoyment, I try to keep a relationship with the rural environment and its activities: hunting, fishing, trekking… btw other conventional activities such as travel, different sports, reading, painting…

TRL: What is your favorite place for drinking rum?

More than the place, the most important and differentiating thing is the company with which to share a good drink of Flor de Caña  Rum

TRL: Favorite drink + Recipe

Flor de Caña 12 yrs + Ginger Beer in a long drink

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

There is no doubt that alcoholic beverages are a part of our way of life, closely linked to our character and culture.

Spain has a tradition of moderate and responsible consumption. A social consumption that is basically carried out in hotels, always in company and linked to moments of leisure. A way of enjoying alcoholic beverages that is perfectly compatible with a healthy lifestyle, I believe that a good rum to share with friends is the best way to socialize and enjoy the moment.

TRL: Any tips to train the palate and taste a good premium rum?

• It must be sustainable, not aged with artificial ingredients, that it has body and flavor to be able to be taken alone.

• The flavor and the artisanal quality.

• Very good flavor and good texture.

• The flavor has to fill my mouth and let the essence of the barrel be noticed.

TRL: How can the rum contribute to improve the crisis in some countries?

I believe that we are past the worst, the alcoholic beverage sector is at a key moment, in which rum brands can stand out from their competitors, reinvent themselves and transform themselves so that traditional sales face the change of transforming the mentality and business strategy adapting to the digital age and presenting to the consumer new initiatives that generate differential value and value proposition and consumption.

TRL: Is the commitment to sustainable development the key of success for the permanence of the rum industry in the world? Why?

I think I can speak a lot about this proposal currently working on the Flor de Caña brand, since we are fully committed to sustainability:

Naturally aged without artificial ingredients, distilled with renewable energy. This means that Flor de Caña offsets all carbon emissions during its life cycle, from field to market. Some of the initiatives that make it possible to offset emissions are the planting of 50,000 trees each year, the capture of CO2 during fermentation, and the use of renewable energy to distill our rum.

TRL: Who would like to meet in the  rum industry? What would you say to him/her?

I would like to continue finding proposals in the rum industry oriented towards sustainability:

• Carbon neutrality.

• Circular industry.

• Ecodesign.

• Protection ecosystems in production.

• Waste reduction.

• In addition to personal care in all processes.

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

Raise the level of leadership in 2023 and meet the objectives set enjoying work as before

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

Of course I would like to play developing some personal project within the industry in the future.

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

He is the trade influencer in the sector, perhaps the most influential person in On Premise markets, any type of waiter, not exactly a bartender

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

Spice, Elixir, Flavors, RTD, RTS, ABV, Agricol, SP+, Seltzer… does anyone know?? What you do have to know is the consumer who will be the one who sets the trend

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