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Filip, how would you assess the current state of the rum market in Poland? Have you noticed any significant changes in recent years?
I would assess the state of the rum market in Poland as very positive, especially considering the growing level of education and interest among consumers. For several years now, I’ve observed increasingly insightful questions at trainings, and the number of organized tastings and workshops is steadily rising. Statistics confirm this trend—rum has been the fastest-growing alcohol category in Poland. Moreover, the past few years have shown a duality in the rum category, with both sweet, fruity, and spiced rums developing alongside premium and collectible
rums with more complex flavor profiles. It’s clear that Poles are in an exploratory phase, deepening their knowledge and tasting a wide variety of rums. In summary, Poland has definitely fallen in love with rum!
What are your forecasts for the future of the rum market in Poland? Do you expect the popularity of this spirit to continue growing?
Given the dynamic growth of the rum category and the increasing education among consumers, I am confident that there are still many opportunities ahead. The rum trend arrived in Poland relatively late, and its true boom has only occurred in recent years, so I am certain that the upward trend will continue for at least a few more years. This is also evident from the growing interest in the Rum Love Festival, where each year more companies and rum enthusiasts participate.
Do Polish consumers have unique preferences when it comes to types of rum? Which rums are currently the most popular?
Polish consumers’ preferences are not very diƯerent from those observed across Europe. The most frequently chosen rums are currently those with a sweeter flavor profile, including spiced rums. These are milder in taste, easy to enjoy, and simply delicious, making them an ideal choice for a broad audience. However, Poles are increasingly open to diversity in flavors— tropical fruits like pineapple, mango, and coconut, as well as spices like coƯee, cinnamon, vanilla, and caramel, are what draw them to the world of rum. These are the dominant flavor notes in the most popular rum bottles today.
You work for Maison Ferrand, one of the leading companies producing rum. What are the biggest challenges and satisfactions associated with this job?
The biggest challenge for me remains the ongoing education and promotion of rum among Poles, as well as sparking a passion for this spirit. As an ambassador for Maison Ferrand, representing Planteray rums, I take great satisfaction in being able to introduce participants to
the diversity of rums from around the world. Thanks to our extensive portfolio, I can present rums from places as diverse as Barbados, Jamaica, Trinidad, or Fiji. The fact that each rum is diƯerent means that everyone can find something they like. Another challenge is the high expectations for our products—people have come to expect a certain quality standard from us, and our fans demand it. Fortunately, we’ve been able to meet those expectations so far.
Could you tell us a bit more about Maison Ferrand’s philosophy and approach to rum production? What sets your products apart from the competition?
At Maison Ferrand, we combine tradition with innovation. Our rums always reflect the place where they were created. We own West Indies Rum Distillery in Barbados and are co-owners of Clarendon and Long Pond distilleries in Jamaica, where we produce rums according to local
traditions while also allowing for some experimentation. Currently, we are experimenting with how diƯerent types of wood aƯect rum aging, which is a rather unusual approach. Alexandre Gabriel, the founder and master blender of the company, approaches his work with immense passion, which translates into the quality of our products—they are always made with heart and in harmony with nature.
Planteray Rum is one of Maison Ferrand’s flagship products. What makes this rum so special? What are its key characteristics, and which variants are the most popular?
Our approach is based on education and the concept of “terroir”—each rum in our portfolio tells the story of the place it comes from. The sugarcane used to produce each Planteray Rum comes from the region where the rum was created, and the first aging takes place there. Afterward, our
rums come to Europe, where they undergo a second aging in Ferrand Cognac barrels, which adds a touch of elegance. We are also very transparent on our labels, you can find information about the sugar content, esters, and other parameters. Among the most popular variants are the Planteray XO 20th Anniversary from our premium category and Planteray Stiggins’ Fancy Pineapple from our core portfolio.
What trends do you observe at European rum festivals? Have you noticed any new directions or innovations in the industry?
At rum festivals, I see the development of rums in every form—from sweet and fruity to more artisanal rums aimed at connoisseurs. A similar division can be observed among festival attendees. Some come to enjoy cocktails and new sweet releases with friends, while others, so- called “rum geeks,” attend masterclasses and workshops to gain deep industry knowledge, taste collectible editions, and meet international ambassadors.
You attended the most recent edition of Rum Love Festival. What are your impressions of this event?
The Rum Love Festival is a unique event in Poland where rum takes center stage, and the atmosphere is incredibly friendly. I attend every year, and I’m always impressed by the growing number of new brands and the enthusiasm of the attendees. It’s truly an event on a European level, which I recommend to anyone wanting to deepen their knowledge of rum.
Are there any plans for the next edition of Rum Love Festival? Can we expect any special attractions or new releases?
At this moment, I can’t reveal the details, but I can assure you that in 2025, Planteray Rum will surprise all the guests at the Rum Love Festival. I can also say with certainty that we will have new products that will make waves in their categories
In the interview, he answered questions:
Filip White
Rum Market Expert and Ambassador for
Maison Ferrand
