When we think of premium rum, our minds usually drift to the Caribbean: Jamaica, Barbados, or Cuba. But what if I told you that one of the world’s most unique, authentic, and historically rich rums comes from a landlocked country in the heart of South America, a place rarely associated with spirits?
In the latest episode of The Global Glug, I sat down with Filippo Maria Olivi di Briana, the founder of El Supremo Rum, to uncover the hidden gem of Paraguayan rum (locally known as Caña). From the decline of traditional trade fairs to the revolutionary Miel de Caña production method, here is everything you need to know about the spirit that is challenging the global status quo.
The Discovery: From Commodity Trading to Craft Spirits
Filippo’s journey wasn’t linear. With a background in agricultural commodity trading between Asia and South America, he spent years traveling to Paraguay to visit his father. It was there, on a countryside farm, that he had his “lightbulb moment.”
“I was expecting a glass of sugarcane juice… instead, they gave me a glass of aged rum. They call it Caña in Paraguay. It was an explosion of flavor. I realized this was a best-kept secret that the world needed to taste.” — Filippo Maria Olivi di Briana
At the time, Paraguayan rum was consumed almost exclusively locally. With a population of only 5 million, Paraguay drinks an astonishing 8 million bottles of Caña a year, yet it remained unknown to the international premium market. Filippo saw an opportunity to change that.
Why Paraguayan Rum is Unique: The Miel de Caña Difference
The most critical takeaway from our conversation is the production method. 90% of the world’s rum is made from molasses, a byproduct of the sugar industry. This is true for most Caribbean and Central American rums.
El Supremo Rum is different. It belongs to the exclusive 2% of global rum production made directly from fresh sugarcane honey, known as Miel de Caña.
The Traditional Process:
- Extraction: Fresh sugarcane juice is boiled for 9 hours over open pit fires to create Miel de Caña. This preserves the floral and fruity characteristics of the cane.
- Fermentation: A short, natural fermentation of just 3 days.
- Distillation: Distilled in copper column stills.
- Aging (The Secret Weapon): The rum is first aged in massive 10,000-liter vats made of Incienso Marron, a local Paraguayan timber with a strong, oily, and fragrant profile. It is then finished statically in French Limousin Oak barrels.
Unlike the Solera system common in Spanish-speaking South America, El Supremo uses static aging, ensuring every bottle reflects the true vintage and character of the spirit.
Terroir and History: The Soul of Paraguay
You cannot talk about El Supremo without talking about Paraguay’s history. A country with a tragic past of wars and dictatorship until 1992, Paraguay is 99.9% Guaraní heritage. It is the only country in the Americas where the indigenous language is spoken by the entire population.
The tradition of rum-making dates back to the Jesuit missions of the 16th century. The Jesuits brought sugarcane to the fertile lands near Encarnación, not to make sugar, but specifically to create spirit for their communities. When you drink El Supremo, you are tasting 400 years of history, untouched by industrialization.
“Authenticity is key. We don’t add sugar, we don’t add caramel, we don’t add spices. What is in the bottle is exactly what comes from the land.”
Market Trends: The Shift from Sweet to Dry
During our chat, Filippo highlighted a fascinating shift in consumer behavior, especially in Northern Europe (Germany, UK, Scandinavia). While markets were once dominated by sweet, molasses-based rums (often with added sugar), there is a growing demand for dry, natural, and terroir-driven spirits.
Consumers are becoming “allergic to sugar.” They want to know the origin of their drink. This trend favors Paraguayan rum, which is naturally dry and complex. However, breaking into the market is tough. Filippo shared his “military anarchist” approach to distribution: knocking on doors, telling the story personally, and avoiding the trap of discounting the brand.
The Challenge of Distribution
Launching in Europe requires patience. Filippo noted the decline of massive trade fairs like ProWein in Düsseldorf, which saw reduced attendance this year, while Wine Paris rises. Yet, he insists that physical presence remains vital. “You need a handshake, a smile, a tasting. You cannot build a premium brand solely online.”
What’s Next for El Supremo?
The future looks bold. El Supremo is expanding its portfolio with:
- A 25-Year-Old Expression: A super-premium sipping rum showcasing extreme patience and aging.
- Armagnac Cask Finish: A limited edition where their 12-year-old rum is finished in Armagnac barrels in France, adding a unique layer of complexity.
- Cocktail Culture: While their 5-year-old is perfect for a Rum Negroni or a Ginger Mule, the brand’s focus remains on sipping and education.
Final Thoughts: Education is the Key
As Filippo wisely pointed out, the goal isn’t to compete with Caribbean rum but to add a new chapter to the story. “My rum is an addition to your rum. Molasses is molasses, but mine is Miel de Caña.”
The journey of El Supremo Rum is a testament to the power of authenticity. In a saturated market, the brands that will thrive are those that stay true to their roots, educate their consumers, and refuse to cut corners.
🎧 Listen to the Full Episode
Want to hear the full story of Paraguayan rum, the Jesuit history, and Filippo’s adventures in London and Düsseldorf? To the Podcast Episode
Try El Supremo Rum
Available in 5, 8, 12, and 18-year-old expressions. Look for it in select boutiques in Switzerland, France, and the UK.
