Planteray rum master blender Alexandre Gabriel shared insights into the craftsmanship and history behind the brand during his recent visit to Australia.
Gabriel created the brand in 1999, reflecting his passion for old rum-making techniques and implementing the signature double ageing process that distinguishes the spirits. After several years ageing in bourbon casks in the tropics, the rum is shipped on boats to Château de Bonbonnet in France, where a second maturation process takes place in French oak casks, enhancing the rum with delicate tannic undertones.
The result is a collection of premium rums that propelled Planteray to the number three spot on Drinks International’s Best Selling Rum Brands 2024 list and number one spot on its Top Trending Brands list.
Gabriel’s visit to Australia coincided with growing appreciation for sipping and savouring premium rum.
Rum sales are booming in Australia and globally. Growth is being fuelled by the continued spread of cocktail culture, but also by a change of image for rum, which is increasingly being taken seriously as a high-quality spirit to rank alongside Cognac and single malt Scotch whisky.
According to IWSR Drinks Market Analysis, the global spirits category grew +5% in volume in 2021-2022, with rum growing 9% ahead of whisky at +8%, while CGA by NIQ’s On Premise Measurement Report recently revealed rum sales in bars and pubs by rose by 2.5% in the 12 months to June 2024, while prices climbed 8.7%.
“It’s been a personal dream of mine since 30 years ago [to elevate the rum category], when I first started working on what was then Plantation and is now Planteray,” he said.
“We launched our first range of three vintages in 1999, and I like to think we’ve been at the heart of the movement to create and share beautiful rums with great heritage.
“To me, there is no great rum without cultural and technical pedigree, and that’s what we celebrate here at Planteray. I’ve seen significant growth and appreciation in savouring premium, one-of-a-kind rums, and I think the evolution in how people enjoy rum is wonderful.”
Gabriel is also the owner of the company that produces the rum, Maison Ferrand, which announced its rebranding from Plantation Rum earlier this year, due to the historical links of “Plantation” to slavery.
He said rum fans have embraced Planteray’s new name and the significance behind it, which was inspired by the plant that gives birth to the rum and the sun’s rays being so essential to its development.
“I’m both pleased and humbled by the overwhelming response from the community in embracing why Planteray had to take this important step,” Gabriel said.
“It wasn’t a decision we made lightly, and I’m grateful that both rum fans and trade have been understanding and receptive to the deeper meaning of this change as it’s very important to us.
“I think knowing and understanding the new name ‘Planteray’ are different things. There will naturally be a learning curve, but Planteray represents much more than just a brand or a product. Beyond the name, it’s a shared adventure–a community united on a rum journey. We acknowledge that change is a process and it will take time, but our values, goals and the spirit of Planteray stays the same.”
During his Australian visit Gabriel hosted a tasting at one of Australia’s favourite rum bars, The Lobo, in Sydney. He described Australia’s bar scene as one of the most vibrant in the world.
“I’m really pleased to see that there is a great interest in high grade rums,” he said. “It’s incredibly rewarding to be embraced by the on-premise community here in Australia. At Planteray, we see ourselves as the ones building the instruments, but the bartenders play the music. They are the vessels to bring our products to life and the Australia bar scene is a reflection of this collaboration.
“If Australia was closer to France, you would see me here every month, because you can’t separate Australia’s bar scene from Australia. It’s something unique, that can’t replicated anywhere else, and I think what makes it so special is the great desire to create wonderful experiences for everyone who walks through the door. Here, it’s not just about making delicious cocktails, but it’s about the great sense of hospitality and one cannot go without the other.”
As for Gabriel’s favourite rum cocktail to sip, he said it was a difficult choice.
“There are so many cocktails I find fantastic. In the Caribbean, we keep things simple,” he said.
“Our drinks often use minimal ingredients, like homemade ginger beer, orange peel, and ice. Another example is the simplicity of a crisp white rum paired with coconut water. These are everyday ways of enjoying Planteray that feel so natural, and the flavours are incredible.
“That said, I love a delicious El Presidente and am a fanatic of one of my friend’s discoveries–the Planteray Stiggins’ Fancy Pineapple Daiquiri. Every bartender makes it slightly differently, which makes it so exciting to try. Being on the receiving end, I don’t follow a specific technique or method because, for me, the joy is in discovering these variations every time.
“As a master blender, I don’t have the same artistic talent that bartenders do. When I make it at home, I’ll adjust and readjust until I find that perfect balance of rum and acidity from the citrus. The pineapple notes in the rum are a dream to work with; they pair beautifully with the other ingredients, and I love experimenting until I get it just right.”
Planteray is distributed in Australia by Proof & Company.