- He blend and the pineapple-shaped bottle are the same as those distributed in the 1980s and 1990s.
Bernardo López, director of International Business and Impact of Santa Teresa, shared with The Diary the reasons behind the limited relaunch of Ron Selecto, a brand that he assured has left an indelible mark on Venezuelan culture.
“Ron Selecto is always in the subconscious and in the hearts of Venezuelans, regardless of their ages, perhaps the youngest ones don’t know it as much but they saw the traditional bottle in their grandparents’ houses, which is something unusual because normally when you buy You consume a bottle of liquor and throw it away,” said López.
According to Ron Santa Teresa, this relaunch in Venezuela is not just a commercial movement; but also a recognition of the memories that this product has evoked in generations of Venezuelans.
“The return of Selecto in this limited edition is a true tribute to our history. This gem returns to reconnect with those who lived its golden age and to captivate new generations in search of authentic experiences. It is a symbol of quality and sophistication that seeks to reconnect with those who enjoyed it and attract new generations who value the quality and tradition of the drinks,” said Andrés Chumaceiro, operations director of Ron Santa Teresa.
López explained that the idea of reviving Ron Selecto was the result of an extensive internal debate in which they decided to listen to consumers.
“There is not a market visit or an event that the brand makes someone not ask about Selecto. It is a brand that we discontinued around 2012 and the bottle that was relaunched, which is the pineapple one, had not been released since the 1990s,” added the director of International Business and Impact of Santa Teresa in an interview for The Diary.
Rooting of Ron Selecto in the Venezuelan market
Bernardo López highlighted that the emotional bond we have with Ron Selecto is notable, so the decision to relaunch it only for Christmas in the country is a gift for Venezuelan families.
“There are many Venezuelan families with a very strong feeling of recognition and connection to the product. The fact that the bottle is 20 or 25 years old in the houses caused the younger ones to say this was my grandfather’s, my father’s, my uncle’s bottle and that now they can connect with it is going to be very nice,” said López.
The essence of the product remains intact, even the amber bottle that resembles the shape of a pineapple is almost exactly the same.
“It is exactly the same rum that came out in 1983. One of the great satisfactions when we bottled it again was the surprise of the rum masters remembering what it was like decades ago when they were also in the company. The bottle was an important challenge from the supply point of view but in the end when we saw the result it is the same, there are only a few elements on the label due to the new designs and the new fonts of the brand,” indicated the Ron Santa representative. Teresa.
Strategies and objectives of Ron Santa Teresa
Regarding the marketing strategy for this limited edition, López highlighted the direct commitment to consumers. For this reason, rum masters have been visiting points of sale during the weekends to sign bottles and get closer to the public.
“The greatest challenge and objective we have is to constantly remind Venezuelans to feel deeply proud of the rum produced in Venezuela, because it is the best in the world,” said the director of International Business and Impact of Santa Teresa.
López highlighted that Venezuelan rum has more recognition than imported whiskey and even acknowledged that on many occasions it is valued more abroad than in the country.
A foreigner has to come and tell us how good the product we have is. We should take abroad a bottle of rum that is produced here, which is the best we can take. Selecto is another example of walking in that construction of the superiority of the rum category in Venezuela and in the world,” said the expert.
Other details of the limited edition of Ron Selecto
Ron Selecto is an extra-aged product that was originally launched in 1983, with a mixture of light and heavy rums, aged up to 12 years in ex-bourbon barrels.
According to the company, this maturation gives it vanilla notes that are intertwined with touches of wood.
“The Selecto blend continues to be a reference for consumers. Its balance between smoothness and body makes it ideal for connoisseurs, but also for those discovering rum for the first time. The perfect way to drink it is to add two ounces of rum, one of mineral water, served in a long glass with ice to the top,” said Nancy Duarte, rum master of Ron Santa Teresa.
Regarding the relaunch bottle, Ron Santa Teresa explained that it is carved in the shape of a pineapple in amber glass to maintain its original design.
This limited edition of Ron Selecto will be available while its existence in the Venezuelan market lasts.
The company has 228 years of tradition in which it has established itself as the first rum producer in the country. Its products have the Designation of Controlled Origin Ron de Venezuela and are present in more than 70 countries around the world.
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#Santa #Teresa #launched #limited #edition #Ron #Selecto #hearts #Venezuelans
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The Selecto blend features a harmonious balance of flavor, making it suitable for both seasoned rum enthusiasts and newcomers alike. According to Nancy Duarte, the rum master, the ideal serving suggestion consists of two ounces of Ron Selecto mixed with one ounce of mineral water, served in a tall glass filled with ice. This method highlights the rum’s complexity while ensuring a refreshing experience.
The recent relaunch of Ron Selecto was marked by a distinctive bottle design, reminiscent of a pineapple and crafted from amber glass. This design choice not only pays homage to the product’s heritage but also stands out as a unique representation of Venezuelan craftsmanship.
Ron Selecto aims to promote Venezuelan rum on the international stage, reinforcing the narrative of its exceptional quality and cultural significance, as emphasized by López’s claim of its wider recognition abroad compared to local whiskey.
