After rising to the highest in its house market, Indonesian rum Nusa Caña is accelerating its international presence with two client items heavyweights and a brand new US manufacturing web site.
Nusa Caña launched in 2018 with the purpose of reminding shoppers about “one in every of rum’s forgotten tales”, that being rum made in Indonesia. The model is now distributed throughout greater than 20 markets worldwide and has develop into the main premium rum in its house market.
The model hopes to speed up its international presence by bringing in two senior leaders with many years of expertise in worldwide client manufacturers to its board. Nusa Caña has added Alan Jope, former CEO of Unilever, and Jim Rowan, the ex-CEO of Dyson and Volvo Vehicles, to its board of administrators.
As CEO of Unilever from 2019 to 2023, Jope led one of many world’s largest client items portfolios throughout meals, house care and private care. His experience in brand-led progress, rising markets and constructing international client manufacturers is alleged to align intently with Nusa Caña’s subsequent section of growth.
“Nusa Caña has constructed one thing genuinely distinctive, rooted in its Indonesian origin however with clear international relevance,” stated Jope. “The model combines authenticity, robust execution and a compelling progress story throughout a number of markets. I’m excited to help the crew as they scale internationally and construct long-term worth.”
In the meantime, Rowan brings operational and industrial experience from his management roles at Dyson and Volvo Vehicles, the place he drove worldwide growth, operational transformation and product-led progress. His background in international manufacturing and provide chain technique will help Nusa Caña because it expands its manufacturing footprint globally.
Marc Rodrigues, founder and managing director of Nusa Caña, added: “Nusa Caña has reached an inflection level. Now we have confirmed the model in Indonesia, efficiently entered the US and constructed actual momentum throughout Asia and Europe. Bringing Alan and Jim onto the board considerably strengthens our potential to scale the enterprise globally with self-discipline, readability and ambition.”
The brand new hires coincide with a serious transfer within the US, the place the model will start manufacturing in March in Michigan. Nusa Caña made its US debut in 2025 and the brand new web site will help its nationwide growth, enhance provide chain effectivity and improve margins.
Inside its first 12 months of launching within the US, the rum model expanded past Florida into Texas and can quickly enter California. The model stated its traction within the US has been pushed by its versatility in cocktails, its Indonesian provenance and premium standing.
Past the US, Jope and Rowan will assist the corporate to develop a distribution technique in Portugal, a market described as a ‘robust strategic match’ for the model as a result of its hyperlinks to Indonesia and a client base that aligns with the rum’s surf-led positioning.
Nusa Caña is at the moment in talks with potential distributors in Portugal with the purpose of shifting into the market this spring.
Dominant place
In its house market, Nusa Caña’s gross sales soared by 50% in 2025 in comparison with 2024. The model holds a dominant place within the premium rum class in Indonesia. New improvements have supported this momentum, together with the launch of a coffee-flavoured rum final 12 months with Bali-based Expat Roasters.
Alongside the US, Nusa Caña additionally highlights Asia as a long-term progress marketplace for the model. The corporate is prioritising choose areas throughout Southeast Asia the place it says premium rum stays underdeveloped. The corporate has employed a full-time worker in Thailand to develop distribution and drive gross sales, with additional growth deliberate.
Nusa Caña plans to construct on its international presence by means of its partnership with skilled surfer Rio Waida. The Indonesian surfer joined forces with the model in 2024 as an envoy and shareholder.
By means of the collaboration with Waida, the rum model will faucet into elite skilled browsing as a part of its activation efforts. Through the 2026 World Surf League Championship Tour, the model will activate alongside Waida in Australia, the US, Abu Dhabi and Portugal. The advertising and marketing push goals to strengthen Nusa Caña’s ties to browsing on a world stage, whereas creating content material that hyperlinks Indonesian origin, efficiency tradition and island life-style.
With a strengthened board, US manufacturing coming on-line and continued momentum in Asia, Nusa Caña is primed to develop gross sales within the 12 months forward and convey its premium Indonesian rum to drinkers worldwide.
Associated information
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