Samuel Pitarch: The Future of Rum Lies in Transparency. Some Brands Will Struggle with It

“Our inspiration for producing Savanna rums comes from the wild nature of Réunion Island. Sometimes it’s difficult for people to understand why you would sell a rum for, say, €50 a bottle when they can buy another one for €10. I believe transparency is essential for rum and its producers, because many people still see rum as something sweet or cheap. But real rum is not about that. It becomes especially important at a time when consumers want to know what they are drinking. Let’s show them what’s inside the bottle so they can make their own comparisons,” says Samuel Pitarch of Savanna Distillery on Réunion Island.