For the team at Stade’s West Indies Rum Distillery, the recent win at the 2025 Bartender Spirits Awards, Rum Producer of the Year for their Beach Vat No. 1, feels like a moment of clarity, not conquest. It’s an affirmation of the work being done in Barbados: aging spirits by the sea, drawing on 130 years of rum-making heritage, and refining practices to meet both tradition and today’s drinker. Alongside Ferrand Dry Curaçao Yuzu Late Harvest, which took Fruit Spirits of the Year, the award-winning expressions are a reflection of Maison Ferrand’s belief in purpose-led distilling. These spirits are shaped for bartenders, complex, versatile, and open to interpretation behind the bar. What connects them isn’t style or category, but intent.

Image: Stade’s West Indies Rum Distillery.

Congratulations on Stade’s Beach Vat No. 1 being named “Rum Producer of the Year” and Ferrand Dry Curaçao Yuzu Late Harvest receiving “Fruit Spirits of the Year” at the 2025 Bartender Spirits Awards. How will these accolades shape both brands’ marketing strategies? Will you use award-specific campaigns domestically (e.g., the U.S.) and overseas?

Thank you! Recognition from the bartender community is especially meaningful to us. It validates not only the care, attention, and dedication we put into every spirit but also the creativity that drives each expression, from concept to glass. These spirits are designed to inspire, to surprise, and to spark new ideas behind the bar.

These awards will certainly play a role in how we communicate moving forward. Not through big media campaigns, but by highlighting what truly sets our spirits apart: their character, complexity, and the bold, balanced flavors that speak for themselves. Every choice we make serves that purpose. These recognitions give our teams and partners something real to stand behind, a deeper story of taste, care, and identity, and they open doors to meaningful conversations, both in the U.S. and abroad.

At the end of the day, we see these accolades not as a finish line, but as encouragement to keep going, to keep creating, refining, experimenting, and staying connected to the community that gives our spirits life. Creativity is, and always will be, at the core of everything we do.

Image: (Left) Stade’s Beach Vat No. 1 being named “Rum Producer of the Year” and (Right)Ferrand Dry Curaçao Yuzu Late Harvest receiving “Fruit Spirits of the Year” at the 2025 Bartender Spirits Awards.

Can you share the current distribution maps for both expressions? Specifically: At what level are they available in the U.S.—national chains, premium retailers, on-premise? Which other markets (EU, Asia, Caribbean) have you prioritized?

Ferrand Dry Curaçao Yuzu made its debut as a highly coveted, one-time drop in New Orleans in 2023, with 100% of proceeds supporting a bartender scholarship administered by the Tales of the Cocktail Apprentice Program. However, the response was nothing short of sensational. So, one year later, in response to overwhelming demand, we scaled up production for national distribution across the United States. Today, Ferrand Dry Curaçao Yuzu is available both on and off-premise in 39 states.

Internationally, we’ve prioritized cocktail-forward markets with a strong on-trade presence, such as the UK and Singapore, where the expression has been enthusiastically embraced by bartenders seeking distinctive, high-quality modifiers. Even though there’s no traditional historical blueprint for mixing cocktails with yuzu liqueur, Ferrand Dry Curaçao Yuzu has proven exceptionally versatile in the shaker tin — especially in bright, modern takes on classics like the Margarita and Mai Tai. We see bartenders around the world are most often pairing Ferrand Yuzu Dry Curaçao with lively base spirits such as 100% agave tequilas,high-quality mezcals, piscos, and full-flavored rums to bring exciting new creations to their guests.

In the United States, Ferrand Dry Curaçao Yuzu's leading market, the expression has been featured on the menus of top bar programs from coast to coast. From vibrant neighborhood spots like Desnuda in Boston’s South End, to Michelin Guide-recognized destinations such as Restaurant 53 in New York City, and even to five-star hotel properties like Pilina at the Fairmont Kea Lani in Maui, Ferrand Dry Curaçao Yuzu continues to gain acclaim among top bartenders and beverage directors alike.

Stade’s Beach Vat No. 1 is available exclusively in the U.S. through Total Wine & More, spanning 29 states and nearly 300 locations. This distinctive retail expression continues to surprise and delight customers seeking a full-flavored, dynamic rum for home mixing and modern tropical cocktails. More than just a bottle, it serves as a gateway for American consumers to discover the rich heritage of Barbados Rum and the historic beachside distillery that has been its backbone for over 130 years of continuous distilling.

Image: Maison Ferrand is at Bar Convent Berlin, 2022.

Which standout bars and restaurants are already featuring these spirits? Are you collaborating on bespoke cocktails or taking part in key trade events to enhance visibility among mixologists?

We’ve seen great interest from leading bars in key markets. In Singapore, The Writer’s Bar at Raffles Hotel and Zuma are already featuring the Yuzu Late Harvest. In London, it’s being poured at Side Hustle at the NoMad Hotel.

We’re also working with bartenders on bespoke cocktails and participating in targeted trade events to build awareness and encourage discovery.

Stade’s draws on the centuries-old tradition of WIRD, est. 1893 by George Stade, and its coastal oak vat maturation; Ferrand’s Yuzu is a late-harvest reinterpretation of a classic curacao, using Moroccan yuzu and 19th-century techniques. How are these narratives being woven into packaging, POS, and bartender education?

At Maison Ferrand, education and knowledge sharing are central to our philosophy. Our teams are deeply involved in production and bring a high level of technical expertise, which allows us to lead in-depth trainings and masterclasses for bartenders and professionals around the world.

We believe that understanding raw materials, traditional methods, and technical processes helps professionals better appreciate and present our spirits.

Transparency is also key for us, which is why we include as much detailed information as possible on our packaging. From production techniques to ingredient origin, everything is designed to support knowledge and foster informed, confident conversations.

Image: (Left) Owner & Master Blender Alexandre Gabriel and (Extreme Right) Master Distiller Don Benn of WIRD.

WIRD is now carbon‑neutral, works with CARDI on Barbados agriculture, and protects Rockley Still heritage. How are you leveraging these sustainability initiatives in brand positioning and consumer communications?

While we’re not yet carbon neutral, we are actively working toward that goal. At Stade’s West Indies Rum Distillery, solar panels already provide a portion of our energy needs, and we’re developing a major project to convert organic production waste into renewable energy, a meaningful step in reducing our environmental impact.

As for communication, we believe sustainability should be rooted in action and long-term commitment rather than short-term messaging. These efforts are part of a broader philosophy at Maison Ferrand: to lead with intention and let meaningful progress speak for itself.

Image: Rockley stills.

Are there new expressions or limited‑edition releases in development? Will you expand the Beach Vat line or further extend the Ferrand Curaçao range?

Nothing we can reveal just yet, but as you know, we’re never standing still. There’s always something quietly maturing, blending, or being dreamt up. Stay tuned…

How do you plan to activate the award win throughout the next 12 months? Will you host global tastings, PR events, digital content, or bar‑centric competitions?

We’ll focus primarily on below-the-line communication and digital activations, channels where we can truly engage with our communities and spark authentic conversations. For us, it’s about connecting meaningfully with the people who care about the craft behind each one of our spirits.

Rather than large-scale PR events or broad campaigns, we’ll lean into targeted content, social storytelling, and bartender-led engagement, both online and in key partner outlets, both on and off premise. We see these awards as a great opportunity to deepen dialogue, whether that’s through digital touchpoints, educational content, or tastings shared through our trade networks.

Image: Some of the winners from the 2025 Bartender Spirits Awards and the 2025 London Spirits Competition.

Finally, what is one intriguing detail—whether production nuance, ingredient provenance, or a little‑known historical footnote—that you believe truly elevates Beach Vat No. 1 and Yuzu Late Harvest above other new‑world spirits?

One of the things that truly sets Yuzu Late Harvest apart is the close partnership we’ve developed with our citrus grower. During harvest season, they send us fresh yuzu samples every week so we can carefully assess ripeness and determine the exact moment of peak maturity. This allows us to select fruit that’s not just ripe, but perfectly expressive, with incredible aroma, depth, and natural sweetness. That kind of precision and collaboration is rare, and it makes a real difference in the final spirit.

Conclusion

In the months ahead, the focus won’t be on splashy campaigns or awards as end goals. Instead, Stade’s and Ferrand will continue deepening their connections with bartenders and curious drinkers through detailed storytelling, targeted tastings, and ongoing education. For all the accolades, the real legacy is being built one pour at a time: a rum made with salt in the air, a yuzu liqueur harvested to the day, and a belief that great spirits don’t need to shout—they just need to be shared.

Header Image: Stade’s West Indies Rum Distillery - Team

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

Also Read:
Bosque Nativo Gin Takes Top Honours at the 2025 BSA—What Comes Next?
Don Nacho’s Tributo Reposado Named 2025 BSA Tequila of the Year
Black Shire’s Bold Step: Flavored Whiskey of the Year at the 2025 Bartender Spirits Awards