{"id":12261,"date":"2024-02-05T17:00:11","date_gmt":"2024-02-05T17:00:11","guid":{"rendered":"https:\/\/theartofdrinks.nl\/the-story-of-queens-rum-how-a-family-tradition-inspired-a-young-entrepreneur\/"},"modified":"2024-02-05T17:00:11","modified_gmt":"2024-02-05T17:00:11","slug":"the-story-of-queens-rum-how-a-family-tradition-inspired-a-young-entrepreneur","status":"publish","type":"post","link":"https:\/\/theartofdrinks.nl\/en\/the-story-of-queens-rum-how-a-family-tradition-inspired-a-young-entrepreneur\/","title":{"rendered":"The story of Queen’s Rum how a family tradition inspired a young entrepreneur<\/span>"},"content":{"rendered":"\n\n
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\n Beoordeel dit<\/span>\n <\/div>\n <\/div>\n

In 2021, Justin Queen started developing his own spiced rum.
\nLast fall, Justin was an exhibitor at The Art Of Drinks, where we were also introduced to his rum.
\nA pleasant introduction!
\nRecently we were able to speak to him longer about how he got started with this rum and what his plans are.
\nRead below the story of this entrepreneur and rum enthusiast with Scottish and Canadian roots. Can you tell a little about your background? <\/strong>I am half Canadian.
\nMy father, Ejay Queen, is from Canada and once came to Holland to play ice hockey, met my mother and stayed here.
\nI have a Creative and Marketing background, specializing in Project Management.
\nI worked at Converse EMEA and others for 7 years and grew up (and now live again) in The Hague, although I lived in Amsterdam for 8 years. How did you get the idea to start your own beverage brand? <\/strong>I come from a family generation of sports heroes and rum fanatics where my ancestors (my father e.g. as ice hockey champion and grandfather as mayor) had the tradition of drinking a rum on a victory, not only with sports but in life.
\nI thought “I’m going to do something with this someday.
\nAnd so it happened. How long ago did you start developing your rum?
\nAnd where did you start, with the identity or with the recipe? <\/strong>Great question.
\nIn 2021 I got in touch with Pascal and Robin from The Stillery<\/a>, with whom I immediately clicked and together we approached E & A Scheer<\/a> to develop the rum.
\nSo the recipe was developed first using a flavor profile from the heritage story. How did you arrive at this recipe?
\nAnd with\/with whom do you make this rum? <\/strong>The rum the Queen family always drank after a victory was mild and sweet.
\nSo the flavor profile was very clear and honed from the get go.
\nWithin six months we sampled and found the basic rum blend with Scheer.
\nThen we started blending it off at The Stillery with the spices to come up with a soft, sweet dark rum recipe that fit well with the Heritage and the positioning of what Queen’s Rum had to stand for. \"Justin<\/strong><\/p>\n

Can you tell a bit about the ingredients, i.e. which rums and which spices? <\/strong>It is a blend of 5 rums from Central America: Trinidad (5 yrs), Dominican Republic (3 yrs), Panama (3 yrs), Guatamala (3 yrs), Jamaica (0 yrs).
\nThe aged rums come from ex bourbon oak wood and the blend is primarily a Spanish rum blend.
\nSpices like vanilla, cinnamon, clove, cardamom, lemongrass, red fruit, goji are blended simultaneously to arrive at the final recipe.
\nWith a little caramel coloring which gives the dark golden hue. Why did you choose a spiced rum and not a “regular” rum? <\/strong>I wanted to follow and recreate the original recipe my family drank at victories in life.
\nThat in combination with my own interpretation of the ideal taste, this rum was then created. How did you arrive at these spices?
\nAnd which ones were dropped in the process? <\/strong>All In collaboration with Pascal from The Stillery who led the process based on my flavor profile.
\nNot all types of red fruit made it I believe.
\nAnd neither did nutmeg. How many test rums did you taste before arriving at this final version? <\/strong>Within six months (about 10 test rums) we found the basic rum blend with Scheer.
\nAnd after 15 rounds of testing with The Stillery, and the help of friends and bartenders in the area, we found the final recipe.
\nAll this took 1 year of development process. All beginnings are difficult.
\nCan you tell a bit about your early days, that is, from when you had your bottles bottled and in storage?
\nWhere did you start, at bars, liquor stores, events?
\nHow did you go about your marketing? <\/strong>I had set up an investment round, ‘Club of 100’ it was called where friends & family had the chance to buy a special first edition bottle.
\nAnd then mainly within The Hague, where I am from, and the network and often the gun factor is, I was able to take the first steps.
\nThe old shoes have been put on and I want as many nice tents within the slightly more high end hospitality industry as possible to taste Queen’s Rum.
\nLast year we made the move to cocktail fairs where Art Of Drinks was a good touch point moment to give national hospitality and liquor companies a taste as well. If you could go back in time 2 years now and give the Justin of that time some good advice, what would it be? <\/strong>Again, a great question!
\nI think I would advise him to be even more shitty and even more side hustle to get a good grasp of the world.
\nPut in an even quicker sales guy who can help you make meters for potential clients to find and sample.
\nNow this is just time consuming in the beginning. What are your focal points now?
\nYou still have a full-time job, how well does it combine with Queen’s Rum? <\/strong>Still indeed.
\nBut if things go the way they are now, sooner or later the time will come to go full steam ahead.
\nAnd that might come soon.
\nThe focus and potential for Queen’s Rum is mainly in the slightly higher segment where we want to introduce more customers in the more high end hospitality industry and bartenders to the rum and the family story.
\nAmong other things, we want to do more partnerships this year to make this happen. Where do you see the biggest growth for the spiced rum segment?
\nIs it in the home market?
\nOr specifically at the liquor store? <\/strong>Hard to say.
\nThe threshold to cocktails and spirits is getting smaller and smaller so anything is possible in the coming years.
\nWe have with Queen’s Rum a consumption moment in the form of “drinking at victories in life” that we communicate from and this is applicable to wherever the market moves. The market is currently moving tremendously in the direction of RTD.
\nAre you also developing your own canned mix? <\/strong>Not yet, although we have some ideas we are playing with.
\nPriority is first to get the master product, the 500ml stoneware bottle, properly marketed. What is the ideal mix to drink Queen’s Rum? <\/strong>Pure sippin’ rum.
\nIt’s meant for the enthusiast.
\nBut more importantly, with Queen’s Rum I want to enable people to celebrate their victorious moments in life with a rum.
\nFor some that may be with a blend, for others pure. What are your favorite cocktails to make with Queen’s Rum? <\/strong>I personally love the Rum & Ginger cocktails.
\nThe Queen family in Canada, where the family is from, used to put Ginger Ale in their rum all the time.
\nThose remain delicious, already accessible.
\nWe recently played with some Manhattan classics and Rum Old Fashioned and our Rob Roy version e.g. went down well so we want to introduce bartenders to that next year.
\nAm very curious to see what they think of it. Where do you prefer to drink your cocktail? <\/strong>Not so much where, but more under what circumstance is key for me.
\nA special moment where there is usually something to celebrate.
\nSomething where your closest friends and\/or family are present! Check out where to buy Queen’s Rum here<\/a>. \"Justin<\/p>\n","protected":false},"excerpt":{"rendered":"

In 2021, Justin Queen started developing his own spiced rum. Last fall, Justin was an exhibitor at The Art Of Drinks, where we were also introduced to his rum. A pleasant introduction! Recently we were able to speak to him longer about how he got…<\/p>\n","protected":false},"author":2,"featured_media":12069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1221,1217,1225,1223,1219],"tags":[],"class_list":["post-12261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cocktails-en","category-geeky-stuff-en","category-makers-en","category-rum-en","category-spirits-en"],"acf":[],"yoast_head":"\nThe story of Queen's Rum how a family tradition inspired a young entrepreneur - The Art Of Drinks<\/title>\n<meta name=\"description\" content=\"In 2021, Justin Queen began developing his own spiced rum. 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