The duo behind Equiano Rum and Reàl Infused Exotics have visited Australia during their mission to redefine both the spirit and its cocktail mixers.

Global Rum Ambassador and Equiano co-creator Ian Burrell and American Beverage Marketers’ (ABM) Bill Hinkebein sat down with Drinks Digest to discuss how they are elevating premium rum and mixers among the global bar industry.

The pair have been friends since they met when Hinkebein visited London to explore bars using ABM’s Reál fruit-infused syrups in their cocktails. He walked into Burrell’s venue Cottons and they immediately hit it off. At the time, Burrell was launching UK RUMFEST, the world’s first international rum festival, and ABM decided to sponsor it.

“Working with Bill and the Reál brand has been a great experience and one that has been a highlight in my journey over the past 15 years or so,” Burrell said.

“Not only do I get to work with a company that has integrity and a belief in high quality; they also make my job of delivering quality rum cocktails around the world easier by providing great ingredients.

“Bill has always supported me on my travels as I spread the gospel according to rum, like a rum preacher to bartenders and the hospitality industry across all seven continents. Yes, I took Re’al to Antarctica as I set up a pop-up rum shack to serve cocktails using the first Reàl flavour I ever encountered – Coco Real Cream of coconut.” 

Hinkebein said working with Burrell, who recently won IWSC’s 2024 Spirits Communicator Trophy, had been been a wonderful way to “get our products and story out there”. 

“Our complimentary products and life passion works together and is so much fun,” he said. “He is the rum and tropical cocktail expert and I know a bit about the fruits and syrups to bring these drinks to life.

“I look forward to many more adventures together on every continent to spread the fun and love of tropical cocktail culture … And yes we did set up a temporary Fruit and Rum Colada Bar in Antarctica!”

What makes a great mixer

Burrell and Hinkebein hosted an afternoon of cocktails and education during Australian Bar Week to showcase the Reàl Fruit Infused Exotics range and highlight the efficiencies they can provide to hospitality venues.

“Reàl is made with the highest quality fruit varieties found in the world,” Hinkebein said.

“We are purchasing some 80 various fruits, concentrates and juices from most every region of the world and blending that with 100% organic cane sugar. 

“We can help any bar or restaurant serve great drinks at reasonable cost so everyone can make a reasonable profit every step of the way all while satisfying the consumer.

“The target for our products is simply any place that sells beverages. This means the cocktail bars, pubs, large venues such as stadiums and cruise ships on down to children’s neighbourhood lemonade stands.”

According to Burrell the rise of fruity cocktails such as tiki drinks has also contributed to the success of Reál, as bartenders seek to showcase fresh fruit flavours to their customers.

Their verdict on the Australian bar scene

Burrell said he had been to Australia several times over his career and each time the bar scene “get’s better and better”. 

“Being a rum ambassador, it was also great to see how much rum love was given to the category by way of new distilleries like Brix and rum bars like Old Love’s and The Lobo,” he said.

“The local bar & cocktail culture has always been excellent and has always held their own in comparison to other worldly bars scenes like the UK or New York. But to tell the truth, I personally think that the Aussie bar scene, in particular Sydney & Melbourne, has achieved wonders; especially with the challenges of not having regular access to many of the spirit brands easily accessible in Europe and the United States.”   

Hinkebein agreed that the bar and restaurant culture in Australia was “as fabulous and diverse as any in the world”.

“We’ve been to fine dining, simple cafes, beautiful ocean front restaurants, coffee shops, pubs, cocktail bars and larger venues,” he said.

“There are obviously many tourists to this fabulous country and it appears they are well taken care of by super hospitable dedicated and skilled bar/restaurant staff. Large venues such as all those places along the Sydney Opera House area is such an exhilarating experience. I just love to sit there and watch this big F&B ballet of all players execute so well to so many patrons.”

Equiano’s Australian plans

In 2020 Burrell launched Equiano Rum, which is rapidly expanding its distribution around the world. The pair’s appearance at Australian Bar Week comes ahead of its November launch in Australia.

The liquid is first aged in Mauritius for 10 years in ex-Cognac barrels made from French Oak, then shipped to the Foursquare distillery in Barbados where it is blended with rums aged in American oaked ex-Bourbon barrels. The Foursquare rums in the blend are aged for a minimum of eight years in the tropical Barbadian heat.

Equiano is named after the Nigerian-born writer, entrepreneur, abolitionist and freedom fighter Olaudah Equiano. The natural dark rum follows the extraordinary and monumental journey of Olaudah himself – starting its life in Africa, travelling to the Caribbean, and landing in the United Kingdom.

Equiano’s journey took the same direction, culminating in him buying his liberation with savings he’d made through selling rum. Eventually settling in London, Equiano was one of the first African writers to have his work published by a major publisher.

“This product is blended by the world renowned Mr Richard Seale of Foresquare Distillery in Barbados,” he explained. “Mr Seale is well known for creating some of the finest rums in the world without added colour, sugars, flavours or additives – and with much integrity.”

“Premium rum is on the rise, and more importantly the consumer that wants quality is demanding clarity, authenticity and intrinsic value in their rum,” said Burrell. 

“Equiano is a new style of rum. One that combines two rum cultures. African and the Caribbean. An unadulterated rum that is best appreciated the way that you like to drink your spirits. Neat, on the rocks, with your favourite mixer or in a cocktail, this is a rum that you’ll discover, enjoy and then share.”

Burrell said that while the rum is often enjoyed neat or with a couple cubes of ice, it also makes a good base for a rum cocktail, creating a great synergy with Reál.

“Equiano is fantastic in a Pineapple Rum Old Fashioned made with Pina Reál pineapple puree infused syrup, or a Rum Negroni with a dash of Black Cherry Reál or a Equiano Rum Paloma using pink Grapefruit soda and Agave Reál with is made with 100% Agave nectar,” he said.

Equiano is expected to arrive in Australia in early November via Expedition Trade.

Did you know there are cool bars in Antarctica?