Rum, Refined: Zacapa Distills a New Vision for Aged Spirits

What comes to mind when one thinks of rum? Caribbean pirate folklore, piña coladas by the beach or perhaps just a simple mixer for cocktails. Zacapa Rum breaks all the clichés. With the Singapore and Southeast Asian market in mind, Guatemala can feel like a rather elusive region — far less familiar to consumers than the storied whisky regions of Scotland or the vineyards of France. Its spirits are not nearly as celebrated here, making Zacapa’s rise in the luxury segment all the more compelling.

Against the spectacular backdrop of volcanic landscapes and dense cloud forests, LUXUO traced the story of Zacapa — a rum born from the “land of eternal spring” and nurtured at 2,300 metres above sea level. What was discovered was more than just a distillery; it was a testament to connoisseurship, where the craft of rum-making intertwines with Guatemalan culture — from the harvesting of sugarcane to the intricate, handwoven “petate” bands that adorn each bottle. LUXUO delves into an immersive exploration of one of the world’s most celebrated rums.

From Sugarcane to Spirit

Zacapa rum was born in the highlands of Guatemala, a region known for its rich volcanic soil and diverse climate — both crucial to producing exceptional sugarcane. The town of Zacapa, founded in 1876, lends its name to this premium rum. In fact, Zacapa Rum was founded in 1976 to commemorate the centennial of its namesake town. Unlike most rums distilled from molasses, Zacapa uses “virgin sugarcane honey” — the first press of sugarcane juice — which yields a rounder, more luxurious sweetness. This process starts with carefully selected sugarcane, grown at varying altitudes to capture the unique characteristics of each terroir.

One of the secrets to Zacapa’s complexity is its unique Solera ageing system, inspired by the method traditionally used for Spanish sherry. The rum is aged in a series of barrels previously used for American whiskey, Oloroso sherry and Pedro Ximénez wine, each contributing distinct notes to the final blend. This ageing takes place in the cool Guatemalan highlands, 2,300 metres above sea level (in a facility poetically named the “House Above the Clouds”) — where the cooler temperatures slow the ageing process, allowing the rum to develop deeper, more nuanced flavours. As master blender Lorena Vasquez explains, the foundation of Zacapa’s distinct profile lies in this very terroir. This terroir — known as andosol — is incredibly rare, “making up only about two percent of the planet’s surface,” she notes. This unique soil composition gives their sugarcane a distinctive flavour that forms the backbone of Zacapa’s rums, setting them apart from competitors.

Each rum is aged through a curated sequence of casks — from ex-American whiskey barrels to Oloroso and Pedro Ximénez sherry casks. For the XO, this journey culminates in French Cognac barrels, while the Edición Negra finishes in double-charred wood, amplifying its bold, smoky character. When the barrel is charred, the intense heat causes the wood to crack, creating a network of tiny fissures on the inside. These cracks are more than just a surface effect, but they also expose the deeper, porous layers of the oak — allowing the rum to penetrate further into the wood. This is the moment in which the spirit can interact with the wood’s natural sugars, tannins and complex organic compounds, absorbing the unique flavours that define its character. In this sense, the charring process is not just about creating a smokey profile; it is about unlocking the “soul of the wood”, creating a more intimate exchange between spirit and barrel.

However, creating a world-class rum is more than just mastering the science of fermentation and ageing — it is also about storytelling. As Vasquez points out, one of the biggest challenges for Zacapa is simply awareness. “Many people around the world still don’t know where Guatemala is, let alone that it produces one of the world’s finest rums,” she explains. This also presents a unique opportunity. For Zacapa, each bottle is not just a spirit, but a cultural ambassador — carrying the flavours and history of Guatemala to a global audience.

When asked how she would introduce Zacapa to someone trying it for the first time, Vasquez describes it as “incredibly approachable and friendly, yet deeply complex.” It is a spirit that reveals itself slowly, with each sip unlocking new layers of flavour. “It’s almost like having a conversation with the spirit itself — each sip revealing something new,” she adds, capturing the essence of what makes Zacapa a favourite among connoisseurs.

The Art of Rum Tasting and Appreciation

Upon arrival in Guatemala City, the adventure began at the historic Hotel Museo Casa Santo Domingo of the charming colonial enclave of Antigua Guatemala. Nestled within ancient stone walls and surrounded by lush gardens, this five-star boutique hotel offered an immersive introduction to Guatemalan culture and artistry, setting the stage for the days ahead. The following morning, the experience took a deeper turn with a participation in a masterclass on Zacapa’s rum-making process. Here, LUXUO had the rare opportunity to craft personalised blends, gaining a firsthand appreciation for the intricate balance of flavours that defines the beloved spirit. This was followed by an intimate tasting at Clio’s, which highlighted the depth and diversity of Zacapa’s portfolio, revealing the artistry behind each bottle.

When tasting Zacapa, it is important to appreciate the layers of flavour that emerge over time. Start by swirling the glass gently to release the aromas — one will notice hints of caramel, vanilla, cocoa, dried fruit and toasted nuts. The first sip introduces a rich, complex taste with notes of spice, oak and dark chocolate, balanced by a long, smooth finish. To fully appreciate the spirit, try pairing it with dark chocolate, dried fruits or even a touch of truffle — combinations that complement the rum’s depth and character.

Zacapa’s flagship expressions — particularly the Zacapa XO — unfold on the palate like a slow-burning symphony. It begins with a velvety layer of toasted toffee, honeycomb and dried apricot. As the spirit lingers, deeper notes of roasted hazelnuts and cinnamon bark emerge, interlaced with a trace of charred oak. As the molasses softens and evolves, a final movement of dark cacao, orange zest and the faintest whisper of tobacco leaf leaves a lasting impression. Interestingly, some Zacapa rums also exhibit an umami quality, a savoury note often found in foods like truffles, soy sauce or aged cheeses. This adds a surprising depth, making it a fascinating choice for experimental pairings.

While Zacapa is crafted to be savoured neat, its layered complexity also lends itself beautifully to a range of mixology. The rich notes of toffee, dried fruits and spice bring depth to spirit-forward cocktails like an Old Fashioned or a Manhattan, where Zacapa XO’s dark chocolate, orange zest and tobacco undertones echo the warmth of bitters and citrus peels. In fruit-driven cocktails, such as a Mai Tai or a rum-based Negroni twist, the dried apricot, honeycomb and molasses in Zacapa No. 23 complement tropical ingredients like pineapple, lime, or passionfruit, adding a balanced, velvety finish. Even in dessert-inspired drinks, the rum’s caramel, cocoa and subtle smoky notes enhance pairings with coffee liqueur, fig syrup or spiced infusions. Whether neat, on the rocks, or shaken into a cocktail, Zacapa’s unique flavour profile allows for a dynamic drinking experience.

Bringing Guatemalan Craft to the World

LUXUO journeyed above the clouds for a cultural immersion at Finca El Tempixque, exploring the intricate world of Guatemalan coffee and rare orchids. As the day drew to a close, LUXUO connected with the women artisans responsible for weaving the iconic petate bands that adorn each Zacapa bottle, offering a poignant reminder of the human stories behind the brand. The trip culminated in the immersive “Sip of Wonder dinner”, a sensory celebration of Zacapa’s charm and a lasting appreciation for the rich cultural tapestry of Guatemala. From the volcanic soils of Guatemala to the artful hands behind its weaving traditions, LUXUO delves into the story of Zacapa Rum and how the brand stands as a testament to true alcohol connoisseurship.

Zacapa is also on a mission to redefine what rum can be in the global luxury market. Vasquez is quick to challenge the misconception that rum is just for cocktails or casual occasions. “Many people still think of rum as just a base for cocktails or a party drink, but Zacapa is crafted to be sipped and savoured, much like a fine whisky or cognac,” she says. By highlighting exactly what goes into each bottle and the process behind it, Zacapa is shifting perceptions — positioning itself as a spirit that stands alongside the finest aged liquors in the world.

While Zacapa’s roots run deep in Guatemala, the brand has set its sights on global recognition, particularly in the luxury markets of Asia. “Asia is a key focus for Zacapa’s growth, as the region has a vibrant, evolving luxury market,” Vasquez explains. “People here appreciate luxury and the art of celebration. They want the best of everything, including fine spirits and Zacapa fits into that narrative perfectly,” she says. With Asia emerging as a critical growth market for the brand, Zacapa is well-positioned to resonate with discerning luxury spirit consumers who seek to align their preferences with a brand that has both artisanal heritage and provenance.

As the brand looks to the future, Vasquez envisions a world where Zacapa continues to lead in premium rum, not just in terms of flavour but also in its cultural impact. “I hope Zacapa continues to lead the way in premium rum, not just in terms of flavour, but in how we engage with our communities and contribute to sustainability,” she says. “We want to be part of a meaningful global conversation — one that celebrates the artistry of rum-making”.

Master Blender Lorena Vásquez, the visionary and expert behind Ron Zacapa

Zacapa continues to expand its reach beyond the Guatemalan highlands while remaining deeply committed to its roots. For Vasquez, this means more than just creating a premium spirit but also about sharing a piece of Guatemala with the world. “Zacapa isn’t just about the past — it is about honouring tradition while pushing boundaries,” she reflects. “From the harvest to the bottle, every element reflects our commitment to the culture of Guatemala. We see our rum as a symbol of the country’s spirit and resilience”.

As Zacapa continues to push the boundaries of rum-making, it remains deeply rooted in the culture and traditions of Guatemala, while positioning itself as a leader in the premium spirits market.

For more information on where to purchase, head to the official website: zacaparum.com or visit Zacapa’s social media here.

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