Sugar Skull Rum Launches – National Rum Day 2014


We launched Sugar Skull Rum just in time for National Rum Day (August 16) in AZ and NV. I am very excited by the incredible opportunity to lead this great brand and company from inception to game changer in the industry. I have received so many congratulations from so many friends and associates in and outside the industry. I am very appreciative for the well wishes and thought I’d share a bit of the back story on the brand and why we believe it is a true game changer. What do we mean when we talk about “Celebrating Life”?


Back Story:

Sugar Skull Rum Company was founded by a group of serial entrepreneurs and innovative thinkers who dared to ask the question: “If not us, then who?” and “If not now, when?” in a business dominated by international conglomerates and multi-generational family businesses. The liquor giants, both the manufacturers and distributors have all the advantages that come with scale and entrenched interests; money, power, regulations and people drive this advantage (you know you who are friends). So what makes the Sugar Skull team think we can play in the big leagues without any of these advantages?

As a co-Founder and CEO, my view is, “Ideas matter. When the time is right, if one can put the right people together, they can accomplish anything with the right idea.   Sugar Skull Rum is that right idea at the right time.”

A while back, a bunch of my friends were sitting around sipping various cocktails, enjoying fine cigars and most of all each other’s company. The conversation spanned technology, politics, exotic travel, past loves lost, and family. As the evening went on, memories were created among friends from different worlds while discussing those people who came before us and meant a lot to who each of us are today, but are no longer with us. One of the group pointed out that those lost people, who we celebrate, are really with us always.

“You know, that is really what “El Día de los Meurtos” “The Day of the Dead” is all about. You see, for thousands of years many people have celebrated their loved ones in different ways. With the “Day of the Dead” you have convergence of European Catholic traditions with the ancient Aztec traditions. It really is all about celebrating those who have left this world but mean so much to the people they touched.”

As the night wore on, the discussion led to how each of us celebrated the lives of our loved ones lost. The idea of a “celebration” among the living, in honor of those that came before and have left us, resonated throughout the group. In thinking about the beautiful tributes put together all over, we all agreed the iconic Sugar Skulls really bring to life the feelings of honoring those gone.

One of us pointed out, “you know, what sugar is made from don’t you?… sugar cane.   That is exactly what is in this drink”… he held up his sipping rum to the firelight… “a toast… to our loved ones lost, let us celebrate what they mean to us and let us live each day fully” Our group toasted…. here here… here here…   It was a magical night and I know it touched me deeply.

From that night on, the idea would not leave any of us. We soon decided, a beverage that brought together the ideas of that evening, celebrating life today and those who have past, would bring a piece of the magic feeling everyone had that night. These friends had experience in consumer products, the beverage industry, motor racing and hospitality. Some were very successfully in the ice cream business and had made their names in creative flavors. After almost two years of scouring the world for the best rums and many many nights and days of hard work (J) in judging these amazingly diverse products, a new brand was born. Sugar Skull Rum.

Founded on the principle that life should be celebrated and it is at its best when we celebrate those who where impactful in our lives. Sugar Skull Rum is a meticulously crafted super premium rum brand that looks at the world a little bit differently.   The Company takes the approach of a lean start-up by working smart and playing hard we are bringing a new brand into a tough competitive market by thinking differently. Sugar Skull Rum while a young company is deploying breakthrough marketing to reach consumers in memorable ways. The team is highly motivated to bring our message and brand to thirsty consumers everyone who like us, want the best in life and are willing to take the road less traveled.

Join us in making the Rum Revolution a reality.

Join The Rum Revolution

About Sugar Skull Rum Company:

Sugar Skull is a celebration of life. It is the life we live, the lives we touch and those that have touched us. We celebrate them all. Live. Love. Celebrate. How do you celebrate?

Created by leaders in the ice cream, beverage, sports, entertainment and hospitality industries, Sugar Skull Rum Company makes a meticulously crafted super premium rum blend that looks at the world a little bit differently. Sugar Skull is made from with the very best sugar cane molasses carefully sourced from growers’ farms throughout the Caribbean and South America. Sugar Skull Rum is carefully handcrafted in the beautiful Caribbean islands at our partner distilleries. We use 4-column stills to produce a clean and crisp base rum before filtering and blending to our proprietary recipe to produce Sugar Skull’s unique taste profile. Welcome to the best tasting Rum in the world.

Sugar Skull Rum is being launched in select markets in 2014. Look for our Tribal Silver, Mystic Vanilla, Native Coconut, Madagascar Wild Berry and Hellfire Cinnamon at select accounts in AZ, CA and NV.

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