| Type | Private |
|---|---|
| Industry | Distilled beverages |
| Founded | Ponce, Puerto Rico (1865) |
| Headquarters | Ponce, Puerto Rico |
| Key people | Felix Juan Serrallés, Jr. President and CEO[1][2] |
| Products | Rum, vodka, medicinal alcohol |
| Revenue | $114.24 M USD |
| Employees | 375,[3] over 600 on payroll[4] |
| Website | www.destileriaserralles.com |
Destilería Serrallés is a rum producer located in Ponce, Puerto Rico, known for its Don Q and Captain Morgan rum brands. The company has revenues of over 100 million dollars.[5] It is responsible for pumping over $120 million annually into the Puerto Rican economy from its sales of rums in the United States alone (excluding Puerto Rico).[6]
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The history of Destilería Serrallés is the history of the Serrallés family. The Serrallés family was a Spanish family from Cataluña that established its links to Puerto Rico in the mid 1830s. They were successful in harvesting and refining cane sugar and exporting it to the United States, the United Kingdom and France. The sugar cane plantation they built virtually became a company town, and eventually had its own rail line, workers' housing, transportation fleet, commissary, and private—later public—airport (Ponce's Mercedita Airport). Most of these operations were eventually annexed to the municipality of Ponce, in whose lands the plantation is based. Sugar cane molasses imported from the Dominican Republic is still transformed into rum to this day at the same Serralles distilling facility that has been used for over a century.[7]
In 1865, the family opened a rum manufacturer at their plantation, the "Hacienda Mercedita", named in honor of the Serrallés family matriarch, Mercedes Perez. On that year, Juan Serralles Colon, who would go down as one of the most successful liquor salesmen in Puerto Rican history, imported a still from France, which enabled him to produce his first casks of rum.
The Serrallés operation produced various local rum brands, most of which were short-lived. Inspired by the success of other rum producers in the island, the family launched a refined brand with the intention of exporting it elsewhere. The Ron Don Q brand was launched in 1932, and became popular with locals who considered rival Bacardi either harsher in taste or a foreign brand (Bacardí opened its distilling operations in Puerto Rico in the early 1930s, and at the time it was considered a Cuban brand, since its headquarters were based in Santiago de Cuba). By the 1960s, Ron Don Q was available in most of Puerto Rico's important supermarket chains, such as Pueblo and others. It also became available at Amigo. In addition to rum, the distillery also produces medicinal alcohol, plus wine, vodka, and Don Juan.[8]
In 1985, Serrallés, Inc., under the leadership of Felix Juan Serrallés, Sr. purchased Puerto Rican Distillers, Inc from the Canadian liquor giant Joseph E. Seagram and Sons, LTD. The Company grew rapidly when it bought Puerto Rico Destillers in 1985.This acquisition increased the company’s product line to include Palo Viejo, Ron Llave and Granado and doubled the firm’s sales.[9] The acquisitions included manufacturing facilities in Camuy and Arecibo plus the brand names sold by Seagrams locally such as: "Palo Viejo", "Ron Llave" and "Granado". Serrallés also purchased the rights to produce and distribute the brands of "Ronrico" and "Captain Morgan" in Puerto Rico and the rest of the Caribbean. These same brands, now produced by Serrallés, are distributed in the United States by Seagrams. Captain Morgan rum is the second largest selling rum in the world after "Bacardi". Serrallés, Inc had more than doubled its sales.[10] With the impending loss of the Captain Morgan supply contract in 2012 it is likely that Serrallés will increase promotion of the tradition local brands "Palo Viejo", "Ron Llave" and "Granado" in the United States.
The Company's flagship product, Ron Don Q, is currently sold in the United States, Mexico, the Virgin Islands, Spain, and a number of other countries.
Ron Don Q faces Bacardi and Captain Morgan, among others, for the number one selling rum spot in Puerto Rico. The Captain Morgan Rum brand is owned by Diageo PLC but made by Destilería Serrallés in a different Puerto Rican distillery under a supply contract.[11]
Ron Don Q has also been engaged in numerous advertising campaigns. Television ads have run on Puerto Rican channels for decades, and the brand has sponsored local sports teams, such as baseball's Leones de Ponce and their BSN basketball counterpart the basketball Leones. The Serrallés distillery is also involved in the Copa Serralles boat race, where Ron Don Q is prominently advertised. Don Q also has appeared on a number of films. Also, Ron Don Q is available in small bottle samples at supermarkets, pharmacies and liquor stores. Ron Don Q has been honored with various Superior Taste Award from iTQi, the International Taste & Quality Institute, for the quality of its flavours.
The company's current president and CEO is Felix Juan Serrallés, Jr., Juan Serrallés great-grandson. The company currently produces over 60% of the rum sold in Puerto Rico. In 1998, the annual sales of Serrallés. Inc. surpassed $100 million. The company has become a large industrial and marketing enterprise that produces and distributes over 80 different product lines worldwide.[12]
Since 2000, the Grupo Serrralles which includes the distillery companies also owns the Ponce Hilton & Casino.[13][14] It is one of America's 100 oldest family-owned businesses.[15]