8 | LUXlife Magazine Best Rum Brand 2024 – France A premium Cuban rum brand, Eminente brings the full Cuban experience to rum consumers, allowing individuals to unlock the authentic smells and tastes of a land famed for its vibrant culture and exemplary produce. Named as the Best Rum Brand 2024 – France, we have the pleasure of catching up with Eminente’s Global Senior Brand Manager, Carla Brevet-Leleyter, for an in-depth interview about what makes this company so unique and acclaimed in this environment. Q. Please tell us more about Eminente the products you offer to the world, and the clients with whom you work. What is your unique selling point? A. Eminente is a premium Cuban rum brand that specialises in crafting exceptional rum with a unique blend of authenticity and innovation. Our product, inspired by the rich tradition of 19th-century Cuban molasses-based rums, caters to connoisseurs around the world who appreciate aromatic complexity and quality. Our rum is imaginatively created by César Martí, who has been awarded the prestigious title of Primer Maestro del Ron Cubano (First Master of Cuban Rum). We are proud to offer a product that not only represents the cultural heritage of Cuba but also benefits from a Protected Designation of Origin (PDO), ensuring every bottle is authentically crafted on the island using traditional methods. Eminente serves clients who seek out both tradition and innovation. Our unique selling point lies in merging these two pillars, providing a balanced rum with freshness and robustness. We work closely with distributors focused on premium spirits, and direct consumers who value quality and authenticity. Each sip offers an experience that celebrates Cuban legacy while catering to modern palates. Q. What is your outlook on the rum industry? What is your favourite part about creating a product that the market will enjoy? A. At Eminente, we perceive the rum industry as evolving towards premium selections with consumers favouring artisanal, aged rums that provide exceptional value. The trend of appreciating rum for its sipping qualities, is reshaping the market. Our focus thus includes crafting limited editions that attract collectors and aficionados. We are also dedicated to sustainable practices in production and packaging. The joy of creation at Eminente lies in fusing time-honoured Cuban methods with innovative approaches to deliver exquisite rums that surpass expectations. Q. How would you define the luxury rum market at present? Are there any developments currently happening or imminently on the horizon that you are looking to capitalise on? A. In the premium rum sector, luxury is defined by exclusivity and exceptional quality, with a focus on unique, bespoke products. Our attention to detail, use of fine materials, and preservation of artisanal traditions cater to a luxury market that values not just a product but an experience reflective of a distinctive Cuban lifestyle. Eminente is capitalising on key trends such as sustainability, with consumers demanding eco-conscious practices. We meet these expectations by promoting bottle repurposing and using sustainable materials while maintaining product excellence. Q. How would you describe your internal culture? What qualities or skills do you look for when recruiting new talent? A. At Eminente, we foster an internal culture based on teamwork and an entrepreneurial mindset within a large group. We value a collaborative and creative approach where every member is encouraged to contribute ideas and actively participate in our shared success. In our recruitment process, we prioritize a willingness to learn and strong creative abilities. We seek individuals eager to expand their knowledge and bring fresh perspectives to the table. Rather than solely focusing on industry experience, we value individuals who can grasp diverse challenges and contribute innovative ideas aligned with Eminente's values. The diversity of perspectives and skills is what enriches our team and makes Eminente strong today. Q. Finally, what does the future have in store for Eminente Ron De Cuba? Are there any exciting developments you are able to share with us? A. Eminente is a brand full of surprises, driven by a creative team that continuously develop new projects for the future. One of our current goals is to expand our range of high-quality products to reach a broader audience, but we prefer to keep the suspense and not reveal too much for now… Contact: Carla Brevet-Leleyter Company: Eminente Ron De Cuba Web Address: https://www.eminente.com/en/
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