Tag Archives: Serrallés USA

Destileria Serralles initiates hurricane relief efforts across the globe

PONCE, P.R. –  In the aftermath of Hurricane María and its devastating path through Puerto Rico, Destilería Serrallés, Inc., producer of Don Q, Puerto Rico’s #1 family of premium rums, concentrated its initial efforts on ensuring the whereabouts and safety of its employees. Immediately thereafter, the distillery quickly shifted its focus towards restoring its operations and assisting Puerto Rico with much needed aid.

“As in other parts of the Island, the southern region, where the Distillery is based, is still offline in terms of the telecommunications infrastructure, making the company’s recovery efforts very challenging. A total lack of electric power and communications are the greatest obstacles that we are currently facing, along with the personal challenges and difficulties our employees are dealing with”, says Philippe Brechot, president and CEO of Serrallés.

On September 24th, the company launched a fundraising program throughout the United States, including Miami, New York, Houston and over a dozen other cities. Each participating bar in that program is crafting a special drink menu with Don Q Rum where net proceeds will be matched by Serrallés and all proceeds donated to relief efforts. The company is working with Puerto Rico Rises, an initiative led by first lady Beatriz Rosselló, and the nonprofit ConPRmetidos, in partnership with Foundation for Puerto Rico to raise funds for those affected by Hurricane María. At present more than 40 fundraisers are currently under way with additional events being scheduled every week.

Serrallés is also actively collaborating in helping facilitate temporary work on the mainland for local bartenders who have been out of work for several weeks as a result of Hurricance Irma and Hurricane María. The bartending and hospitality community’s response has been immediate and overwhelming, supportive and eager to help in any possible way. At present, 21 bartenders have signed up to receive the company’s support and more than 80 bars in the mainland have offered help via temporary employment or housing local bartenders during this emergency.

The company’s stateside employees in Miami, Boston, New York, Chicago, Washington, D.C., San Francisco, Los Angeles and Dallas have also been very active in organizing collection centers for Puerto Rico Rises to collect a wide variety of basic necessities to help families on the Island. Other grassroots efforts are underway.








At Destilería Serrallés, Philippe Brechot succeeds Félix Serralles, Jr.

PONCE, PUERTO RICO – At Destileria Serrallés, a premium rum purveyor here, longtime President and CEO, Félix J. Serrallés, Jr., retired after 36 years at the helm of one of America’s oldest family-owned businesses. A member of his family’s fifth generation, . Serrallés  led the company’s development and growth since 1981, accomplishing a leadership position in the production and sale of rums in Puerto Rico, along with reaching unprecedented business milestones in export markets in the U.S. and across the globe. The Serrallés family has been crafting exceptional rums since 1865 and today, its flagship brand Don Q, is the leading rum in Puerto Rico, experiencing sustained growth in the American market. He will continue as chairman of the Board of Directors.

Succeding him, Philippe Brechot becomes president and CEO of Destilería Serrallés, Inc. He brings more than 25 years of industry experience in international management, distribution and marketing witha proven track record working in leading companies like Moët Hennessy, Diageo and most recent William Grant and Sons, where he was managing director for Latin America.

“We are fortunate to have found Philippe, a proven executive with ample experience growing premium brands in global markets. He will be an asset to lead our team as we continue to expand our brand’s footprint throughout the global spirits market”, says Serrallés.

Meanwhile, Roberto J. Serrallés will continue in his current position as president of Serrallés USA, the USA distribution company of Destilería Serrallés, and as a member of the Board of Directors of Destilería Serrallés. In addition, John Eason will continue in his role as COO and executive vice president of Serrallés USA in charge of overseeing the operations, including distribution, sales and marketing in the USA market for the company.

“We have developed a solid team in the USA and we will continue to focus on growing Don Q in this important market. I am confident that Philippe’s experience in developing premium brands will create a unique synergy that will strengthen our ongoing efforts in the USA and beyond,” Félix Serrallés declares.

The Spirit(s) World-Serralles aligns USA network

STAMFORD, CT – Coming on the heels of the Destilería Serrallés 150th anniversary, Serrallés USA recently forged new long-term agreements with five leading family-owned distributor partners with a proven track record of establishing dynamic distribution channels.

Effective March 1, 2016, Serrallés USA will expand its current distribution relationship with RNDC and with the Breakthru Beverage Group and will now be marketed throughout their respective networks.

Additionally, Serrallés USA is forging a new distribution relationship with Young’s Market, which will now distribute its portfolio throughout all its markets. Lastly, Serrallés USA will expand its distribution relationship with Johnson Brothers and will also continue its long term relationship with MS Walker.   “The changing market conditions has prompted us to realign our distribution network in a way that provides the strongest platform for the continued growth of our Don Q rum brand,” says Roberto Serrallés, president of Serrallés USA.

As part of the realignment, Serrallés USA promoted three regional managers to division managers for its core regions throughout the USA. John Meisler will serve as division manager of the Midwest Region and continues in his current role as corporate director of sales training. His background includes more than 25 years of sales and brand training expertise. Before joining Serrallés USA in 2009, John served in management positions at Beam Global as well as sales training and ambassador positions.  He started his career with Glazer’s Wholesale in LA.

Further strengthening their senior sales team, Serrallés USA promoted John Gomatos to division manager of the East Region. He brings more than two decades of sales experience, having previously held senior sales positions at Brown Forman Company as well as McKesson/Carlton Importing Company. Finally, David Duran, will now serve as division manager of the West Region. David previously served as Western Regional Sales Manager at Kindred Spirits.

“We are thrilled to have aligned our portfolio with leading distributor partners who share similar visions and priorities. Together, we will drive our world-class portfolio to new heights. We are also proud to have promoted from within these three exceptional professionals as we expand our presence and look forward to the next 150 years,” says Serralles USA’s John Eason, COO & executive vice president.

The Spirit(s) World -Serrallés – Caliche

Serrallés offers sustainable rums with a long history

The Serrallés family has a heritage – more than 150 years of crafting fine rums, transforming sugar cane into what it calls “a rarified essence.” The distillery is said to be one of the cleanest, greenest in the spirits industry today, reaping what it calls “the benefits of real energy return and useful post-production materials.

Its pursuit of innovation has won the distillery numerous awards and medals. One of its rums, “Caliche” comes from a type of limestone. It’s a sedimentary rock that cements other materials together including gravel, sand, clay and silt. Caliche is found worldwide, particularly around Destilería Serrallés in Ponce, Puerto Rico.

Typically, white rums aren’t aged, but this one has four different aged rums and offers a taste profile of clean balance, with vanilla, a hint of the oak barrels in which it’s aged, and notes of caramel. See http://www.serrallesusa.com

New high-end Reposada tequila coming soon

Casamigos Tequila, a Reposada created by three friends, the actor George Clooney, restaurant and bar developer Rande Gerber and Discovery Land’s Mike Meldman, is being rolled out in 33 states through a sales and distribution alliance with Serrallés USA. Made with 100 percent Blue Agaves from Mexico’s Jalisco Highlands, it is 80 proof and retails for $49.99 for a 750 ml bottle. Visit http://www.facebook.com/casamigostequilla.