Behind a bottle of New Grove rum lies more than just a finished product. There are key individuals involved at every stage of its creation. With its new “Meet the Makers” campaign, the Mauritian brand is highlighting the people who contribute to its story every day.
The journey begins in the fields with Anand, a sugarcane cutter. For him, the quality of the harvest already plays an important role in shaping the character of the future rum. At the distillery, Didier, the master distiller, then oversees fermentation and distillation—two stages that will influence the final product for several years. Time is also part of the journey with François-Xavier, the cellar master, who oversees the aging of the rums to allow their various aromas and personalities to emerge.
The campaign also showcases the employees who bring New Grove to life beyond production. Florence, who has been Brand Manager for over ten years, represents the brand at international trade shows and events. Nancy, the export coordinator, ensures that every bottle is presented in the best possible condition and also handles follow-up with partners, while Yannick works to expand New Grove’s presence in international markets.
For his part, David, the Brand Ambassador, shares the brand’s story through tastings, events, and masterclasses. At the distillery’s Village Boutik, located at L’Aventure du Sucre, Darshinee welcomes visitors and introduces them to the history of New Grove as well as Mauritian heritage.
Through these various portraits, “Meet the Makers” reminds us that every bottle is the result of a collective effort. From the sugarcane fields to international markets, the campaign—shared on social media—highlights the women and men who help promote Mauritian craftsmanship beyond the island.
