BRIGHT FUTURE OF INDIA’S RUM – IAN BURRELL BY NIVEDITA BHALLA

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POURING CULTURAL CONNECTIONS:
IAN BURRELL ON INDIAN RUM’S BRIGHT FUTURE

Nivedita Bhalla

In house curator (WSCI)
Wine & Spirits Club of India

As preparations for the upcoming UK Rum Festival gather momentum, one man stands out. He has worn many hats, one of which bears the feather “the only recognised Rum Ambassador”. We spoke with Ian Burrell, “with double r’s and l’s”, as he likes to point out after a five-minute introduction. Let me say it plainly: Ian Burrell has a natural charisma that draws attention. Known as the “EduTainer”, this former UK professional basketball player has redefined what it means to be a global spirits ambassador.
Today, he is the world’s only recognised figure representing the entire rum category and has even received a Lifetime Achievement award for his contributions to the spirit.
From judging cocktail contests in Berlin to teaching celebrities on Channel 4’s Sunday Brunch, Burrell has taken rum to audiences across all seven continents.
In 2007, he launched the world’s first international rum festival, UK RumFest, which inspired similar events in Miami, Paris, Rome and Mauritius. The latest edition is scheduled for October 14, 2025, at the ILEC Conference Centre, 47 Lillie Road, West Brompton. In 2014, he set a Guinness World Record for the largest rum tasting, and in 2019, he founded the Miami Rum Congress with a focus on education and cultural exchange.
His work has earned him numerous accolades, including International Brand Ambassador of the Year at the 2018 Spirited Awards and a place among the global drinks industry’s Top 10 most influential people in 2020. Notably, he represents no brand, only rum. It is a category he believes connects cultures, tells stories and inspires celebration.
As the UK Rum Festival approaches, Burrell remains both organiser and symbol, embodying rum’s legacy and future with the same ease as pouring a perfect cocktail. With such vast experience in the rum world, I asked him about the Indian palate for rum. “I’ve always known about India’s rich sugarcane spirits and how loved they are locally. On my three visits, I noticed rum is a casual evening or winter drink for many. Some brands have cult status, making India one of the world’s largest rum consumers. Yet, it’s mostly a domestic product, not taken seriously by the global export market.”
A Domestic Giant, a Global Underdog Burrell’s observation reveals a paradox. India’s rum culture is thriving at home but remains underrepresented abroad. In contrast, Indian whisky has made a strong mark globally. Whisky production exceeds 3 billion litres annually, topping global charts and driving a market valued at USD 21 billion in 2023, projected to reach USD 29 billion by 2030. Whisky exports far outpace rum’s, nearly 70 million litres valued at over USD 130 million in 2021–22, compared to around 11.25 million litres and USD 17.5 million for rum.
India’s main whisky export markets include the UAE, UK, US and Singapore. The rise of premium and single malts reflects the country’s growing global influence.
Rum, championed by Burrell, continues its steady climb, building pride, education and passion that could one day match whisky’s scale. This contrast is not a competition but a complement. Whisky’s commercial reach and rum’s cultural richness together shape India’s emerging global spirit identity.

A Nation of Many Palates
One reason for rum’s slower export growth is
its fragmented domestic base. Indian rum
drinkers vary widely by region and
preference. For instance, the Northeast’s rum
consumption, often involving indigenous
homemade brews, differs sharply from the
dark rums popular in the southern peninsular
belt during social and festive occasions. This
diversity makes it challenging for producers
and exporters to pinpoint consumer tastes.

Understanding this broad palate is essential if Indian rum is to match the global precision and scale of Indian whisky. Rum may be winning hearts, but it remains underrepresented internationally. Burrell shared his approach to introducing new brands. “I break large markets into smaller sectors because tastes can vary widely. I focus on the cultural connection and the rum’s potential in each area. India has huge potential. I recently judged the 2025 Camikara Millionaire Bartender Challenge in India, where finalists created innovative rum cocktails that showcased both passion and creativity.
There needs to be more conversation about India, and brands like Piccadilly are sparking awareness among younger, affluent audiences. I’d love to help organise a rum festival in India.”
When asked what makes India’s market so promising, Burrell said, “India is a young market. The premium segment isn’t saturated, so complex, drier rums can shine while cult favourites remain evergreen. Rum suits every palate. Where, when and how you drink rum matters.
It can lift moods like cognac, whisky or vodka. It appeals to many.” Many Indians recall grandmothers rubbing brandy or rum on lips to treat colds, a practice that reflects rum’s medicinal role and fuels nostalgia.
Burrell added, “As a Jamaican, we share this cultural tradition. My grandmother said I had my first sip of rum at four days old. Rum is deeply rooted culturally in Asia, the Caribbean and parts of Africa. It is passed down like family. With a young, tech-savvy generation, marketing must evolve.”
When Old Monk was mentioned, Burrell responded warmly. “Old Monk is as Indian to Indians as Wray and Nephew is to Jamaicans, a true taste of home.” Indian rum has emotional roots, but Burrell believes it can become much more. He recalled, “Indian whisky was once dismissed by Western connoisseurs. Now, it is respected for its quality and craftsmanship. I predict the same for Indian rum.”
The Road Ahead for Indian Rum On the subject of homegrown products abroad, Burrell noted a recurring trend. “In the Caribbean, locals drink rum they love. That brand then succeeds in the West and is imported back. Politically, it is like colonisers understanding our products better than we do.” Addressing regulation, he pointed out that whisky and Scotch have recognised standards, but rum lacks such clarity, leading to confusion about authenticity. “Yes, it confuses quality-conscious buyers.
Many countries lack rules, though Cuba,Puerto Rico, Martinique and Jamaica have GI tags. Jamaica recently mandated that all Jamaican rum be fully aged there, which I support. We need trade agreements like Jamaica’s with the EU, not the US, which is still the Wild West for rum.”
When asked where India should begin, Burrell was clear. “India should create a GI tag for rum and establish trade agreements that define Indian rum’s categories and standards. Transparency is vital. I hope to see Indian rums on shelves worldwide soon.”
Finally, when asked what fuels his passion, Burrell said, “The industry and people’s reactions keep me going. Molasses has a darker past, but rum’s future is bright. New people discover rum every day. I may repeat stories thousands of times, but it is new for them, and then it keeps spreading. It is all about energy. This job lets me interact, learn and share knowledge. That is humanity’s purpose, and it is what drives me.”