Growth & Jobs | Smith’s Rum Cream flowing smoothly on to the market

IN JAMAICA, rum cream liqueurs are regarded as beverages for females, yet they have universal appeal. People’s palates like their smooth, creamy taste. There are several brands on the market, and since 2022, Smith’s Rum Cream, manufactured in May Pen, Clarendon, has joined the jostling.

But the idea was ignited long before that - during Donald Smith’s university days at Northern Caribbean University in Mandeville, Manchester, where he studied biochemistry. Life went on, and COVID-19, with all its rages, entered the stage. Towards the end of 2021, the idea resurfaced forcefully. And as they say, the rest is history.

“The idea sparked while casually sharing the product with family, friends, and acquaintances, who enthusiastically suggested transforming the concept into a business venture centred around and specialising in rum cream.

“Utilising limited additional time, I dedicated myself to product refinement, drawing on the expertise and support of a close-knit network to establish the brand and bring it to life. It was truly a collaborative effort, with multiple persons playing a crucial role in its development,” Smith, founder and CEO, explained to The Gleaner recently, adding that it was “essentially the individuals in my vicinity, those from Clarendon, the broader community of Jamaica, who serve as the true source of inspiration for Smith’s Rum Cream”.

But it is a rum cream with a difference. All four flavours of Smith’s Rum Cream - original, vanilla, butterscotch, and coffee – are lactose-free. “Upon discovering that some friends, acquaintances, and family members were lactose intolerant, I realised the importance of offering them the chance to savour premium rum cream comfortably without any health concerns,” Smith disclosed.

Smith’s Rum Cream is promoted through organic recommendations, social media, and other platforms, and they said, “Our marketing approach encompasses a broad spectrum, including posts on social media platforms such as Instagram (@smiths_rumcream_ja) and Threads (@smiths_rumcream_ja), sharing updates via WhatsApp Status, showcasing videos on YouTube (@SmithsRumCream), and maintaining our official website ( www.smithexperienceja.com).

The brand is currently stocked in bars, gas stations, high-end restaurants, and various stores. They regularly host pop-up events and sponsor gatherings to showcase and distribute their products. The Gleaner chanced upon their booth at the recent Jamaica Blue Mountain Coffee Festival.

“Looking ahead, our goal is to participate in larger events and expand our distribution network to include more bars and hotels … Catch us this year at Tea Cup Soca Pon Di Ranch Jouvert, Conu’co Market, Mocha Fest, Denbigh Agricultural Show, and more exciting events,” Smith shared.

And the general feedback so far?

He said: “Overall, the feedback has been overwhelmingly positive. People express their love for it, noting its unique thickness and smooth texture as well as its distinct flavours compared to other brands. There’s a consensus of satisfaction, and we’re eager to make it available in more locations in short order.”

Embodying the spirit of Caribbean rum, Smith’s Rum Cream has a pirate theme, under which they are “excited” to introduce two additional versions of rum cream, ‘Outlaw’ and ‘Monarch’. They are complementing the existing Citizen version, which has 17 per cent alcohol content and caters to average drinkers. Outlaw (21 per cent alcohol) caters to people seeking a stronger option and will be launched this year, and Monarch, surpassing and having superior quality to Citizen and Outlaw variants, will be unveiled in the near future.