Aug 4, 2022
Alejandro Russo is the CEO and Founder of Candela, a Miami-based producer of exotic spiced rums. As CEO, he uses his entrepreneurial and leadership backgrounds to create Candela’s brand, which is well-recognized for making the Dominican Republic’s legendary native drink a household name. Alejandro founded his first company at 19 years old and has owned and sold many companies including SoyGourmet.com and Klooff.
As a liquor brand, it’s important to craft your product with originality and authenticity. So, how can you create a unique and innovative product to position your brand at the forefront of your industry?
Alejandro Russo is reenvisioning the rum industry by revolutionizing the Dominican Republic’s native Mamajuana spiced rum. While traditional rum is made using molasses, Alejandro crafts his product from fresh-pressed sugarcane juice and natural spices and sweeteners such as rosewood, cinnamon, clove, and honey. Through his passion for the drink, Alejandro’s brand is now a highly-coveted product among American consumers. Now, he encourages other entrepreneurs to create their brands from a consumer’s perspective.
In today’s episode of Legends Behind the Craft, Drew Thomas Hendricks and Bianca Harmon sit down with Alejandro Russo, Founder and CEO of Candela, to discuss how he utilized his passion for Mamajuana spiced rum to develop a distinct brand. Alejandro shares how he discovered Mamajuana, Candela’s process for crafting unique Mamajuana rum, and how he overcame the challenges of launching his brand in the US.