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Cellar Master, Mr. Charles Robert, of Rhum La Favorite from Martinique
Cellar Master, Mr. Charles Robert, with La Favorite Distillery,one of the last family owned distilleries, located in Martinique.2 of 19
La Favorite Distillery in Martinique
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La Favorite Distillery in Martinique
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La Favorite Distillery in Martinique
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La Favorite Distillery in Martinique
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La Favorite Distillery in Martinique
The following interview is with Cellar Master, Mr. Charles Robert, with La Favorite Distillery, one of the last family owned distilleries, located in Martinique. The distillery was founded in 1842 and later, in 1905, was purchased by Henri Dormoy. It is the last distillery in Martinique still operating with only steam. The distillery’s steam engine was built in 1906, in Saint Quentin, France by Henri Marriol, responsible for activating the crusher for the sugarcane and running the column stills.
La Favorite is full of history and tradition and I thank you Mr. Robert for your time for this interview. I also want to thank Ms. Emmanuelle Parent for her assistance in translation. This interview would not have been possible without Ms. Parent ’s help.
I wish you and your team much success.
-Margaret Ayala, Publisher
Exclusive Interview With Mr. Charles Robert, Cellar Master at La Favorite Distillery in Martinique
Q: How did you get started in the rum industry?
I left school when I was 14 years old and began working with Mr. Boldair, the old Cellar Master. He taught me everything I know today. It was also the Manager, Mr. André Dormoy (father of the current Manager), who decided to give me a chance, an on-the-job training to become Cellar Master.
Q: What products do you currently produce?
• White Rum: Coeur de Canne (available in 55º/110 Proof and 50º/100 Proof )
• Gold/Amber Rum: Coeur d’Ambre (100 Proof, 18 months old)
• Aged Rums: Coeur de Rhum (80 Proof, 5 Years Old) and XO (blend of up to 35 year old rum)
Q: Is there something unique about your distillery and/or your products?
La Favorite is the last distillery in Martinique still working only with steam. Our steam engine
was built in 1906 in France. Thanks to this closed-circuit supply, we are completely selfsufficient, while reducing our environmental impact at the same time.
We produce AOC Martinique rums, and our fermented cane juice is distilled in Creole Still
Columns, particular to La Favorite, producing a very sweet and floral white rum. The aged rums are very sweet, with spicy and delicate aromas.
Q: Do you have any plans for developing additional rums in the near future?
Yes, we are developing other ranges of very old rums, one as a tribute to Grandfather Dormoy, and another one named “La Réserve du Château”, inspired by the Castle, which was built in the 1920s.
This is a way for us to offer different aged rums to our consumers.
Q: What have been some of the greatest challenges/obstacles you have encountered thus far?
To make ourselves stand out, when compared to the industrial rums (95% of the industry),
produced around the world!
Q: Could you describe to our readers your everyday activities? In other words, how much
time do you dedicate to product development , research, marketing, etc.?
Shuffle the white in big vats before bottling, determine the fill level in the oak barrels (lost by
the angel’s share – natural evaporation), work on new products, manual bottling of the XO rum range, and some other things, because, you know, at La Favorite, every person is multi-talented!
Q: Have you seen any changes in consumer palates over the years? Have you had to
adjust your rum lineup to keep up with changing patterns in the market, or has your target market remained unchanged over the years?
People are increasingly better at tasting, their palates are better informed and more developed. They are looking for fine and elegant products. In addition, they are interested in learning more about every step of the production process. They love visiting the Distillery and seeing the different machines working.
Q: Have you seen a change in how consumers perceive rum since your involvement in
the industry?
The image of rum is stronger than it was 10 years ago. The consumer is looking for luxury and
rarity, as with Champagne or Cognac. We are far away from the “Negrita”. This beverage has a high quality image. Don’t forget that it is the number one alcohol consumed in the world!
Q: Do you offer tours of your distillery? If so, what can guests expect to experience during their tour?
Yes, of course. There is a free tour of the distillery where people can follow the cane-processing line, from the grinding to the aging. Guests will have the opportunity to speak with our technicians at each step of the process, who are happy to share their knowledge. The best time to visit our distillery is from February to July, during the sugarcane harvest season.
Q: If people want to contact you or want to know how to get a hold of your rums, how may they reach you?
They can contact us through our website, www.rhum-lafavorite.com, by email at rhum_
favor ite@yahoo.fr, on Facebook and Twitter to learn more about us and know how to get a
bottle of our rum!
Q: Is there a particular message or comment you would like to share with our readers?
We are an independent and family-owned distillery, the same family has owned it since 1905.
We produce rums for discerning consumers who like the proximity between the producer and
the consumer. We pay attention to quality, in order to make it easy for people to love what they
drink!