Ruben’s an old friend from Amsterdam, a native Aruban who bartended in Amsterdam and London, and whose life was changed by a Diplomatico rum training he attended while working as a flair bartender at London’s famed Roadhouse.
(That training was given by none other than Declan McGurk, himself a former flair bartender, who went on to become Director of Bars at The Savoy, leading them to a #1 spot on W50BB, and is now Commercial Director for Boatyard Gin)
Ruben went back to Amsterdam with rum in his heart and started Spirited Union rum, inventing “botanical rum”as a category in the process, delivering orders in person, on his bicycle, for the first few years.
He then crowdfunded (!) buying the former Our/Vodka distillery & bar from Pernod-Ricard, whose bar, cocktail classes and rum blending workshops have made it the #1 activity in the Netherlands on TripAdvisor.
(Last week’s episode was with Brendan Bartley, btw, who bought the Our/Vodka NY bar & distillery and reopened it as Hello Hello Cafe & Bar and Silent Alibi distillery, making 11th Hour Coffee liqueur and more).
Ruben’s gone from strength to strength with Spirited Union rum, exporting across Europe, to the UK, and to five states in the US (where their first customer was Whole Foods!) and recently started Pineapple Drinks Club to import & distribute founder-led brands in the Netherlands.
Enjoy!
Ruben on IG: https://www.instagram.com/the_rubenmaduro?igsh=MWJtaTFwYnB5d2ljbA==
Ruben on LinkedIn: https://www.linkedin.com/in/ruben-maduro
Spirited Union on IG: https://www.instagram.com/spirited_union_rum?igsh=MWFxbGxxYTJvZ3E5bg==
Pineapple Drinks Club on IG: https://www.instagram.com/pineappledrinksclub?igsh=bDg5NXNvZjRmOGN5
(Get in touch with Duff!
Podcast business enquiries: consulting@liquidsolutions.org
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They need to be able to hang.
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Retain Philip’s consulting firm, Liquid Solutions, specialised in on-trade engagement & education, liquor brand creation and repositioning: philip@liquidsolutions.org
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