Caribbean rum has lengthy travelled the world as an export, however at the moment distilleries have gotten a part of the island expertise itself. In Curaçao, AnnaBay Membership is positioning its rum on the coronary heart of the tourism and hospitality scene.
Rum’s story has largely been anchored by established rum-producing islands akin to Jamaica, Barbados and Martinique, whose reputations have been constructed by lengthy manufacturing traditions, robust export markets and clearly outlined regulatory frameworks.
But traditionally, rum distilleries themselves have been not often the vacation spot. Vacationers visiting the Caribbean got here for the seashores, the local weather and the tradition, with distillery visits usually showing as a quick cease on an island tour reasonably than the focus of the expertise.
At present that dynamic is starting to vary. Throughout the Caribbean, rum producers are more and more recognising the position tourism can play in constructing spirits manufacturers, simply as whisky producers did in Scotland. Guests might first encounter a rum in a seaside bar or lodge restaurant, then later search it out again residence, reworking a vacation discovery into long-term model advocacy.
This shift, known as vacation spot distilling, is creating area for smaller producers and rising rum areas to construct credibility in ways in which bypass conventional export hierarchies. As an alternative of preventing for fast shelf area in world markets, manufacturers can construct reputations by the native hospitality ecosystems of the islands themselves.
It’s inside this chance that AnnaBay Membership Rum, produced in Curaçao, is starting to determine its place.
AnnaBay Membership’s story begins within the harbour of Willemstad, Curaçao’s capital. “Our identify is derived from the St. Anna Bay, the historic harbour channel that runs by Willemstad and connects the Caribbean Sea to town,” explains Christian Branum, co-founder and MD of AnnaBay. “For hundreds of years ships have sailed by that slim bay carrying items, cultures and tales between continents. Rum was at all times a part of that commerce and a part of life across the harbour.”
Standing alongside the harbour at the moment, that sense of motion and trade stays palpable. The ships cross by the floating Queen Emma Bridge whereas pastel-coloured buildings line the waterfront, reflecting Willemstad’s lengthy historical past as a buying and selling hub. “While you spend time alongside the harbour you can not assist however really feel related to that historical past,” Branum muses. “Being there made us realise rum belongs to this place.”
From the outset, the ambition behind AnnaBay Membership was easy: to create a rum that captures the character of Curaçao itself. “Our concept turned fairly easy: to distil the essence of Curaçao – its place, individuals and experiences – right into a bottle.”
For a lot of guests, Curaçao’s attraction lies in its ambiance as a lot as its panorama. The island’s brightly colored structure, multilingual tradition and laid-back tempo of life creates an setting the place lengthy lunches stretch into evenings and seaside days transition seamlessly into sundown drinks.
“Guests come to the island for the seashores, the colors of Willemstad, the meals, the music and the laid-back ambiance,” Branum states. “Our rum naturally turns into a part of that have.” The model frames itself as one thing embedded in on a regular basis island life. “You see individuals having fun with it in seaside bars, eating places and celebrations throughout the island. And when guests take a bottle residence, they’re taking a chunk of that with them.”
For the hospitality business, this dynamic is more and more necessary. Spirits found throughout journey usually develop into highly effective word-of-mouth manufacturers as soon as customers return residence. In that sense, AnnaBay Membership capabilities not solely as a rum model however as a memento of a spot and expertise; it’s a product whose identification is inseparable from the island the place it’s produced.
As with most Caribbean rum producers, Curaçao’s local weather performs a defining position within the maturation course of. “Good ageing adjustments every thing,” the AnnaBay MD notes. “The heat accelerates maturation and permits the barrels to work together with the rum far more intensely.” Excessive temperatures speed up extraction from the wooden, permitting flavour compounds to develop extra rapidly than in cooler climates. On the similar time, Curaçao’s island microclimate, one the place humidity, sea air and temperature variations work together, introduces a dynamic aspect into maturation. “These intense adjustments in a small island micro-climate assist develop deeper flavour in a reasonably brief time frame,” Branum explains.
Cultural influences
However whereas local weather influences the technical aspect of rum manufacturing, the cultural setting shapes the spirit’s identification otherwise. Curaçao is vibrant and vibrant. Guests can see it within the structure of Willemstad, within the mixture of cultures and languages, and within the vitality of the individuals who dwell there. It’s this ambiance AnnaBay makes use of to finally inform how the rum is supposed to be loved; the place individuals actually know how you can get pleasure from life. Days on the seaside, sunsets, barbecues and dinners that flip into lengthy evenings with associates.”
AnnaBay Membership’s core vary, generally known as the Curaçao Originals, consists of three expressions designed to mirror completely different ingesting events whereas sustaining a constant manufacturing philosophy.
Throughout the vary, the main target is on pure rum manufacturing. All three expressions are made with out added sugar, colouring or different components, a element more and more valued by bartenders and rum fanatics looking for transparency. They’ve additionally lately taken a number of awards in The Rum & Cachaca Masters blind tasting, a part of The World Spirits Masters Competitions.
The White Rum is the entry level to the vary. Whereas technically unaged, it’s rested earlier than bottling to permit flavours to settle and soften. The result’s a vibrant and fragrant spirit with notes of inexperienced cane, grapefruit zest and floral parts alongside refined almond hints. Designed with cocktail tradition in thoughts, this rum performs notably properly in basic Caribbean serves akin to Daiquiris and Mojitos.
Its high quality has already been recognised internationally. At The Rum & Cachaça Masters, the expression secured a Silver medal within the Premium White Rum class – a powerful endorsement for a younger producer getting into the class.
The Amber expression introduces light maturation, spending a minimal of two years in oak barrels. This ageing develops delicate vanilla, honey and caramel notes balanced by refined oak affect.
The AnnaBay workforce describes it as an “all-rounder” – equally suited to cocktails or served over ice. Judges at The World Spirits Masters Competitions have been equally enthusiastic. The rum took Gold within the Gold Rum – Aged as much as 7 Years class, with tasting notes highlighting its “approachable, crowd-pleasing” profile and suitability for traditional cocktails. Further feedback described the rum as “a seaside vacation in a glass”.
On the high quality sits the AnnaBay Aged 5 Years expression, produced from individually matured distillates aged for at the very least 5 years earlier than mixing. Following this, the rum is re-casked for a further three to 12 months to permit the elements to marry earlier than bottling. The ensuing spirit delivers better depth and complexity, with smoky oak notes layered alongside darkish chocolate, tobacco, vanilla and baking spices.
This expression additionally carried out strongly at The World Spirits Masters Competitions, taking Gold within the Darkish Rum – Aged as much as 7 Years class. Judges praised its flavour steadiness, noting vanilla sweetness, sugarcane juice, dates and raisins alongside mild spice, with a lingering end and “strong steadiness between candy and spice” in addition to “funky, zesty, moreish”.
For the AnnaBay workforce, probably the most fascinating stage of rum manufacturing begins after distillation.
Creating rums with character
“Some of the thrilling components of working with rum is opening barrels and tasting how the spirit evolves over time,” Branum enthuses. He goes on to elucidate: “When it first goes into the barrel it is just the start of the story. From that time the local weather, the wooden and time itself begin shaping the character of the spirit.”
Sampling barrels can subsequently reveal sudden outcomes. “Some develop deeper spice notes, others develop into softer and rounder,” he notes. “Generally the liquid evolves precisely as anticipated, and typically you uncover one thing particular that deserves extra time within the barrel.” For smaller producers particularly, this strategy of discovery is central to refining the ultimate mix.
Whereas many spirits manufacturers prioritise retail enlargement first, AnnaBay Membership’s development has been intently tied to the hospitality sector. “As a younger producer, our most necessary companions have been the bars, eating places and resorts right here in Curaçao that believed within the concept of a domestically produced premium rum,” Branum displays. “Seeing the rum served throughout the island has been one of many model’s most rewarding milestones. Supporting Curaçao’s hospitality business can be strategically necessary. Every customer who encounters the rum throughout a visit successfully turns into a possible ambassador as soon as they return residence.”
AnnaBay has additionally begun exploring extra sustainable service fashions in collaboration with hospitality companions. In 2025, the model launched a partnership with EcoSpirits, introducing reusable EcoTotes for chosen resorts and venues. The system permits venues to serve premium rum whereas considerably decreasing packaging waste. For island economies, the place waste administration and transport logistics can current distinctive challenges, round packaging options supply a sensible manner to enhance sustainability with out compromising service requirements.
For now, AnnaBay Membership stays intently tied to Curaçao itself. “Our focus stays firmly rooted on Curaçao,” Branum says. “We are going to proceed supporting the native bars, eating places and hospitality companions who assist make AnnaBay a part of the island expertise.”
Curaçao spirits can compete on world stage
Recognition at The Rum & Cachaça Masters has helped validate the standard of the rum and display that spirits produced on Curaçao can compete confidently on the worldwide stage.
“We frequently joke that our export technique is constructed on associates travelling with suitcases, however we’re beginning to take that extra significantly and are taking our first steps towards worldwide markets since curiosity from overseas has grown steadily,” Branum defined. “Wherever AnnaBay is loved, we hope it carries a bit of Curaçao with it.”
AnnaBay Membership Rum is not only one other Caribbean export, it’s one thing constructed round the concept typically probably the most highly effective technique to promote a spirit is to ask individuals to the place that it began.
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