"Got Rum?" Magazine
Exclusive Interview with Mr. Leopoldo Molina Ayala, founder and current CEO of Destilería San Javier (DSJ) and Destilería Veroes (DV), Venezuela
Margaret Ayala, Publisher of "Got Rum?" magazine, interviews Mr. Leopoldo Molina Ayala, founder and current CEO of Destilería San Javier (DSJ) and Destilería Veroes (DV), Venezuela.
Exclusive Interview with Mr. Leopoldo Molina Ayala, founder and current CEO of Destilería San Javier (DSJ) and Destilería Veroes (DV), Venezuela
It gives me great pleasure to bring you this interview. Mr. Leopoldo Molina Ayala is among the noblest, kindest and most passionate rum producers in the world. He is also an integral part of Rones de Venezuela, and his love for his craft is evident in every one of his products.
We have always praised Venezuela as a country with a long and glorious rum producing tradition, and are happy to see Leopoldo and his team continue to maintain this noble legacy.
If you ever run into Leopoldo at a trade show, make sure to say ‘hello’ to him, but if you are not able to meet him in person, you may still be able to feel his passion and listen to his stories through his Veroes Rums.
Margaret Ayala, Publisher
Could you tell us what is your role within the company and additional information about its origins?
First of all, I would like to thank “Got Rum ?” Magazine, for this opportunity of sharing the history of Veroes Ron Añejo (VRA) with all the people who like and enjoy rum, around the world.
My name is Leopoldo Molina Ayala, I am the founder and current CEO of Destilería San Javier (DSJ) and Destilería Veroes (DV), both located in Venezuela and devoted to making high quality Ron Añejo (Aged Rum).
The first one, DSJ, initiated operations in 1975 and it is devoted to distill “anhídrido alcohol” which is the first step in the production of rum.
The newer DV started in 2000, with the new century, and it is in charge of aging, bottling and distribution of our end products.
How and when did Destilería Veroes start?
Our group of companies, devoted to the production of the current Veroes Ron Añejo, have close to 40 year s of experience in the field of making alcohol, which matches the introduction of the traditional “Rones Venezolanos” into Europe, letting them know our exquisite array of flavors and high quality.
To make a little history, let me remind you that before 1950, Venezuela, as well as other Latin American countries, based their economies, mainly in agricultural products and that is why we were very active in Cocoa, Coffee, Tobacco and Sugarcane, but during the 50’s the explosive development of the oil industry all over the country, replaced the agricultural business and changed for good our economy.
Venezuela is a country with a long and glorious rum-making tradition. What are some of the differences between Veroes rums and those from the other producers in Venezuela?
At DV and DSJ we accomplish strict production methods and regulations, which permit us to achieve the “D.O.C. Ron de Venezuela” (Rum from Venezuela, Certificate of Origin) and so, we are able to say, very proudly, “Veroes Ron Añejo is a product for exportation”.
Thanks to the involvement of Don Enrique Mendez, our “Maestro Ronero” (Rum Blending Master/Brewer), with my dream of creating an unique blend of rum, capable of being enjoyed by youngsters as well as connoisseurs, gave birth to our first line of products. Unfortunately, Don Enrique with more than 60 years of experience, passed away last year but left his son Mr. Carlos Mendez, who worked with his father for the last 20 years, in charge of his legacy.
Veroes Ron Añejo is one of the few 100% Natural rum, with no additives or chemicals added in its production, with a very particular blend of rums aged for more than 5 years.
Its bouquet and its sweet and soft flavor, reminds the consumer of the tropical paradises caressed by the breeze of the ocean that surrounds our “Bodegas” (aging and storage deposits). Besides that, we use to age our rum the splendid American Oak “Barricas” (Barrels). All these factors contribute with the blessed mild weather and temperature which enhances its maturation and equilibrium, and makes VR a unique worldwide rum.
Straight, on the rocks or in a cocktail, we invite you to enjoy it and be part of our dream!
The last time we had the privilege and pleasure of being with you was during the International Rum Conference in Madrid, in 2014. What has happened since then?
Veroes Ron Añejo in its short life, has achieved since 2012, four prizes at international competitions, 2 Gold medals and 2 Silver medals in the Rum World Congress, Spain and the Rum XP Gold, U.S.A.
These prizes together with the raise of, local and international, sales, make me very proud and confirm how successful Veroes has been!
Can you tell us how many rums you are currently producing?
Our Veroes is presented in three versions:
• Veroes Tradicional, aged for two years
• Veroes Ron Añejo, aged for six years
• Veroes Premiun, aged for twelve years
Unfortunately, and due to the current political situation in our country, which has increased controls, costs, and intervention measures to the private sector, we see the economic development very compromised and that is why we have been forced to take drastic measures to avoid failing to carry out our compromises with our clients and so, we now concentrate our efforts in the lines in which we are sure we can honor and serve for good.
That is why, at the current time, we are devoted mainly, to the VRA six years line, hoping that as soon as this political system changes, we will be ready to continue growing and developing new markets and dreams.
We know you created a rum museum, why was this important to you?
Being, Venezuela ,the cradle of the best rum around the world, I feel the need to contribute for enhancing the knowledge of its history, origins and traditions. That is why we develop the concept of some kind of an interactive museum called “El Trapiche Veroes” which pretends to become a worldwide reference to study Rum, since the “craftmen rummers” making their home rums and how it evolved into a modern industry which uses and respects those ancient practices and know how, mixed with the current knowledge of engineers, chemists and businessmen. This mix of knowledge and developments will contribute to make better products for our ever growing customers, in love with tasting and feeling new and improved flavors and bouquets.
Venezuela has been going through a very, very difficult period, specially for the private sector. What does it mean to you to run a company that is not only surviving, but also growing?
Destilería Veroes started making contacts to initiate operations in Spain around 2005, we use it as a base for the “invasion” to the old continent.
This effort was performed as an economic response to the communist path that our government had already taken.
The development of the Spanish market allowed us to launch a very aggressive strategy, which took us to several countries of the old continent.
After a few years of continuous efforts and investments, we initiated a strategy in Venezuela to cope with the strong competition from the best rums of Venezuela, or put another way, the best rums in the world!
It has been a very interesting journey, filled with good and bad people, experiences, lessons but definitely, very satisfying and successful.
As a whole, the rum industry is facing many obstacles (for example barrel shortage, environmental impact, nomenclature). Do you believe that rum producers, both at a regional and perhaps even global level can band together to present a unified front?
The history of rum has many centuries of struggle and developments and for sure I believe that no matter what obstacles we will find in the future, the industry will find the way to cope and handle them, as it has always happened.
Remember, the secret lies in its taste, bouquet and how well it adapts and mixes with other products offering a whole world of different alternatives to the continuous, never ending, new consumers.
Imagine a tropical paradise, a good cigar, good company and a delicious Veroes Ron Añejo, just something not to be missed!
I am sure the only way to help taming the wave of continuous obstacles to our industry, is getting all together, nationally and regionally, and working for the union and for making better and more products to be offered worldwide.
What will be the future of sugarcane in Venezuela? In Colombia, for example, obtaining molasses for rum production is very difficult, because most of it is being used to produce fuel-grade alcohol, which is less expensive to produce than rum.
The sugarcane crops have diminished along the last 15 years, due to the political and economic measures taken by our government, causing a tremendous drop of sugarcane in Venezuela.
I am sure, once this government is defeated and things start changing, we will recover our previous pride and glory.
We have a blessed country with all kinds of benefits from earth, water, weather, temperature, etc... But more important than anything else, we have the people with the know how to maximize the effort, the elements and recover our old levels of productivity.
Do not hesitate to believe that this will happen soon.
The risk of using sugarcane as a combustible is minimum in our country, because we have the largest oil reserves in the world. Although sometimes I believe this is not as good as it sounds.
What is the best way for our readers to contact you?
You can contact us through: facebook: Ron Veroes. Instagram: @ronveroes and Twitter: @ronveroes.
Do you have a specific message that you want to share with our readers?
Our institutional message is “Destilamos esperanza, construimos país” (“We distill Hope, we build a better Venezuela”).
I always say, “Venezuela is the best country in the world”, sorry for my lack of humbleness, but that is what I really think and I try everyday to do my best to improve all my actions and jobs.
I consider that most of my fellow entrepreneurs that put effort, money and time, risk a lot to stay alive and survive, so we deserve a better place to live and raise our families. I consider that most Venezuelans are inventive, tenacious and persistent and we are hard working people.
We decided to stay to keep our dreams and efforts alive, and we will not let anyone make us abandon our ship, for which we have worked and sacrificed our lives!
I always tell my kids and fellow workers, it does not matter the obstacles, we can beat them and take them out the road! Never forget, ”This is the best country in the world and we can reach whatever we decide to fight for! ”.