11 Questions with World Rum Master, Luis Ayala

"About 25 years ago; first writing about the industry, reviewing some products, visiting distilleries and supervising the production processes, sometimes I would be hired for training new personnel. That has evolved now to where presently I am doing more consulting for startups and craft distillers and I also sell a lot of bulk rum through our DSP in Texas."

"I believe that rum, unlike other distilled spirits, has unlimited potential. There are so many different styles made with different distillation equipment and in different places with different raw materials from fresh cane juice to evaporated cane juice or molasses or different types of jaggery or vanilla that any consumer will find a rum they will like, regardless of what their preferences are."

"As long as they're drinking other distilled spirits, I think there is potential — they just haven't been exposed to the right type of rum. Going to different tastings with different distilleries and exploring, asking questions. If there are products that they like, what are the similarities, the characteristics? Finding a rum with those same characteristics, that would help. I really believe there is a rum for everybody."

"I have been fortunate enough with my wife to have amassed a collection over the years of 1,500 different rums. The goal is always not to drink the same rum two days in a row and that has us going back to old favorites and discovering new ones. Which one I like to drink has more to do with which ones are waiting to be tasted or what the circumstances are: if I am wanting to pair one with a cigar or with some chocolates, or if we're doing an outing, I always try to find a rum that fits the occasion on more than one level."

"Through The Rum University, we've always offered private classes and consulting for our clients. At some point we became aware of Moonshine University and the mission they have towards educating the industry. We decided it made perfect sense for The Rum University and Moonshine University to join forces and offer this course in a setting that has access to more resources than we had back then. The initial approach was well received by the staff and educators here and we've been offering the course since then and it's been a success ever since. I'm looking forward to continuing this."

"Students will start by understanding the economic, political, and international regulations surrounding the rum industry so they can understand the big picture and see that there's a role for them in it: whether it's in their country or internationally. The exploration of the rum world then continues with classifications of rum so they can understand the myriad of potential options when it comes to making a rum, with different congener levels or materials. We explore in-depth the world of aging, so that they understand the impact of using French Oak versus American Oak, and different char and toast levels. And also for white and aged rums, the equipment where its all stainless steel versus copper; and the different distillation apparatus on the styles that they offer."



"The goal is that, for those who want to start in the rum business, they have all of the tools they need to feel comfortable doing so; and for those who are already in the rum business, the goal is for them to fine tune their skills so that they can maximize more out of their daily activities and be more efficient and also explore areas comfortably so that their company can have more offers in their portfolios."

"For those already in the rum industry, this course is important because it gives them a new perspective into their daily life. Big companies are known for having very regulated procedures, operating manuals, and ways of approaching the task at hand — because they have to. They have a large consumer base and have to make sure that they are consistent. That drive for consistency often ties the hands of people in production or research and does not allow of them to be aware of alternatives. Coming to the 5-Day Rum Course is an opportunity for those already in the industry to see how things are done elsewhere and take that knowledge back to their facilities and hopefully act as a breath of fresh air."



"For those who are new to the industry, not coming would be like walking blindfolded in a mine field. The number of obstacles unfortunately very high and some of them are barriers by design set by established players through lobbying, others are simply bureaucratic. But the alcohol industry is a highly regulated, highly hazardous industry and not knowing how to use it would be akin to learn how to fly a plane while in mid-flight. Everybody should know how to take off and land before getting on that plane, and that's what we're doing with this course."

"Seeing the transformation in people's faces as they show up full of uncertainty and anxiety and not knowing sometimes that they have what it takes to do this, they just need to be guided properly. We take pride in teaching people that just through aroma itself, they can learn a lot about a rum. This industry is not about getting wasted on the job — that's actually the wrong way to approach it. This industry has a lot of knowledge that hasn't always been handed from one generation to the next, even at the same distillery. We are happy and proud of the fact that we've been exposed to some of those teachings and we want to share them with people so that they are safe and successful."

"Even though this course takes place in the US and is taught in English, the technical aspects of alcohol production that we cover apply to distilleries all over the world. Even if the regulations are different, they tend to be very similar in terms of hazardous materials, alcohol handling, and taxation, so regardless of what country you're in, consider coming to the course. We will be covering different aspects of the industry that are going to be more impactful to your operation than not knowing about it."

"If we look at rum in terms of volume being sold, premiumization, and how consumer tastes are evolving towards higher congener, more aged products, than the future is nothing but bright. I think that there is a lot of potential profits and growth for companies who are able to aim for the right goals and position themselves to respond to trends as they develop or change."

"Learn as much as you can about the aspects of the industry. You don't necessarily need to master the subjects, just be aware that there is a pool of knowledge out there that someone on your team needs to be proficient at. Either hire consultants or employees who have demonstrated an ability to deal with those challenges before. Know that there are places like Moonshine University and The Rum University who are eager to share also."



"At some point, once you have all of your regulatory compliance done, then practice on a small scale, learn as much as you can from your mistakes, and then go into larger productions and adjust. Always pay attention to how your market is changing, because if it changes then you are missing opportunities. Be good at what you do, and keep an eye on consumer preferences and regulatory changes as well."