DEFINING A NEW STANDARD IN RUM

The spirits industry has long been a game of legacy. Heritage labels built their identity on centuries-old narratives, clinging to tradition while the world shifted around them. In the last two decades, however, a new wave of consumer packaged goods (CPG) brands has disrupted entire categories by embracing culture, design, and digital-first communities. Poppi transformed soda into a wellness statement. 818 Tequila leveraged influence and authenticity to capture attention. PrettyLittleThing turned fashion into social distribution.

SOIRÉ was born from recognizing that the same transformation had yet to hit rum. Vodka had its Grey Goose moment. Tequila had its 818 and Casamigos explosion. Whiskey has experienced a decade of surging premiumization. Rum, by comparison, has been left behind, caught between nostalgic pirate clichés and a perception as the affordable option for sweet, casual cocktails. We saw an opening - not only to redefine rum, but to redefine what a spirits brand can be in a digitally connected age.

WHY RUM

The choice of rum was never random. As a founder immersed in nightlife and entertainment, I experienced firsthand the cycles of consumer demand. Vodka and tequila dominated tables, but rum remained underrepresented despite its versatility and deep cultural roots. At the same time, global rum consumption is forecasted to grow steadily in the premium and ultra-premium categories, presenting a unique entry point to attack a stagnant space. Industry giants like Bacardi and Diageo have held the category in place for decades without real incentive to innovate. That stagnation became our opportunity.

We partnered with E&A Scheer, the world’s leading rum blenders since 1712, sourcing distillates from Trinidad Distillers, Foursquare Distillery, and Alcoholes Finos Dominicanos. The result is a blend that honors rum’s Caribbean heritage while elevating it to the level of refinement and clarity expected from ultra-premium spirits.

BEYOND THE BOTTLE

The modern consumer no longer supports products - they support worlds. To thrive, a brand must exist in the same cultural lanes as its audience. We believe rum should have the same experiential reach as Margaritaville - not limited to a pour, but expanding into moments, venues, experiences, and entire ecosystems. That’s where SOIRÉ lives. A spirits brand, yes, but also an environment where digital and physical experiences converge.

This is why NFC authentication and scan-to-verify technology power every bottle. Unlike NFTs of the past that sold for millions without tangible value, our approach ties blockchain authentication to a real-world product. Tap the base of a bottle and you enter a digital passport of ownership, supply chain transparency, and access to exclusive experiences. We set a new standard for authenticity in the digital era, one that marries the trust of physical goods with the connectivity of URL culture.

SOCIAL DISTRIBUTION IS THE FUTURE

Legacy alcohol brands rely on distributors, advertising dollars, and celebrity endorsements. Modern success is built differently. Today, the strongest brands are distributed socially. Communities drive adoption. Influencers amplify impact. Everyday creators seed culture. We studied the success of brands like 818 Tequila, Poppi, and Celsius Energy, recognizing that distribution is no longer linear. It’s cultural.

SOIRÉ is positioned as a purpose-led brand, not a product-led one. The purpose: redefine rum, build worlds, and empower the tastemakers of tomorrow. Distribution becomes exponential when every ambassador, creator, and consumer has equity in the narrative.

THE EARLY CHALLENGES

Launching a spirits brand with no family legacy, no celebrity co-sign, and no corporate backing is a challenge very few understand. Licensing hurdles, bottle design, sourcing world-class partners, and building a disruptive brand from scratch demanded resilience. Every step - from importing to compliance to pitching venues - became a lesson in persistence. The result is a product and brand that stands as proof that a twenty-something founder-led company can challenge global empires.

The liquor industry is controlled by conglomerates like Diageo and Pernod Ricard. Breaking through requires not only a differentiated product but also a differentiated model. SOIRÉ leverages culture, digital community, and experiential activations as weapons against institutional dominance.

INSPIRED BY THE GREATS

We studied the pioneers. Sydney Frank, the entrepreneur behind Grey Goose and Jägermeister, proved that one person could change the entire landscape of spirits through vision and execution. His ability to take overlooked categories and create icons resonates deeply with our mission. SOIRÉ embodies that same energy - bold, disruptive, and willing to do what legacy players will not.

THE ROAD AHEAD

The spirits industry is evolving into a culture industry. Brands that can’t adapt will fade. SOIRÉ will not only claim space in the rum category but also influence how new generations experience, authenticate, and connect with what they drink.

We are not playing the game of tradition.

We are rewriting the rules entirely.