TRL: Who is Simran Singh?
I’m Simran Singh, an educator in beverages and a passionate fan of brown spirits. My journey has involved exploring various alcoholic drinks, and I’m eager to learn more about the alco-bev industry.
TRL: What does rum mean to you? When did you fall in love with it?
Rum has become a true passion of mine. My interest began in 2020 when I started exploring different spirits. Initially, I wasn’t sure about rum, but the more I learned, the more I fell in love with it. Now, I can’t imagine my journey without it.
TRL: What three characteristics define rum for you?
To me, rum is all about flavor, color, and age. The flavor can vary from sweet and fruity to rich and complex, depending on the ingredients and distillation. The color, influenced by aging, provides a visual cue to its character. Age is crucial as it tells the story of the rum, adding layers of sophistication.
TRL: What’s your most significant contribution to the rum industry?
One of my proudest achievements is launching Eekh Agricultural Rum, a unique pure cane spirit in the Indian market. I believe it will pave the way for more innovative products in the future.
TRL: What benefits has the rum industry provided you?
The Indian rum industry is still largely unexplored, which means there’s immense potential for innovation. This environment has given me the freedom to create something unique.
TRL: What else are you passionate about?
In addition to rum, I have a strong interest in single malt whiskies and indigenous Indian beverages. There’s so much to explore in these areas, and I’m excited about the possibilities.
TRL: What’s your favorite place to enjoy rum?
I don’t have a specific favorite spot yet, but I’m always searching for the perfect place to enjoy a good rum.
TRL: What’s your favorite drink and recipe?
I prefer my rum “on the rocks.” My go-to is 60 ml of Eekh Rum over four cubes of ice or one large block of ice—simple and pure.
TRL: Why is educating rum consumers important?
India has a massive market for rum, but many consumers don’t fully understand it. Rum is often underestimated and mistaken for low-quality liquor. Educating consumers about the different types and qualities of rum can help change this perception and elevate its status.
TRL: Any tips for tasting premium rum?
Start by sampling a variety of rums from different regions and aging processes. Take your time to appreciate the aromas and flavors. Notice how they change as the rum breathes, and always taste with an open mind.
TRL: How can rum help improve economic crises in some countries?
In regions rich in sugarcane, rum production can boost local economies and create jobs. In India, states like Uttar Pradesh and Maharashtra could see job creation from farming to distillation. Rum distilleries also attract tourism, benefiting local businesses. Globally, the rum industry can promote sustainable agricultural practices, ensuring long-term viability.
TRL: Is sustainable development key to the rum industry’s future?
Absolutely. Sustainable practices, from farming to distillation, are essential for the future of the rum industry. It’s about making great rum while respecting the planet and its people.
TRL: Who would you like to meet in the rum industry?
I’d love to meet Ian Burrell, the global ambassador for rum. I want to learn from his experiences and discuss the future of rum with him and other brand founders and distillers.
TRL: What are your future goals in the rum industry?
I have exciting plans in the works, but you’ll have to wait and see—I promise it will be worth it!
TRL: What are your plans if you leave the rum industry?
I haven’t thought about leaving yet. I’m just starting this journey, and I’m enjoying every moment.
TRL: Why is the bartender’s role important in the rum industry?
Bartenders are essential for all spirits, including rum. Historically, they’ve crafted iconic rum cocktails. I hope to see them experimenting more with rum, reviving classic cocktails and creating new ones.
TRL: What advice do you have for the next generation in the rum industry?
The world of rum is vast and full of potential. I encourage the next generation to explore every aspect of rum-making. Don’t be afraid to experiment with new ingredients and techniques. The industry thrives on creativity and innovation.
TRL: How can people learn more about you?
You can follow me on Instagram @therealsim.rum and @eekhrum, or visit my website at www.eekhrum.com for updates.
