Exclusive Interview with Troy Roberts, Founder and Head Distiller of Siesta Key Rum at Drum Circle Distilling.

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Q: What is your full name, title, company name and company location?

Troy Roberts, Founder and Head Distiller of Siesta Key Rum at Drum Circle Distilling.

Q: Consumers who are new to the US craft spirits scene may not know this, but you are one of the pioneers in this industry.  How does this make you feel?

I think it’s pretty cool. It makes me happy to be thought of as a pioneer and to be an influence among other young craft distillers and within in the industry. 

Please take us back to when you first decided to start your own distillery.  What did you think the process was going to be like and how did the outcome differ from your expectations?

In the beginning, back in 2007, I thought it was going to be a simple process of just learning how and making good rum – I had zero idea of what I was getting into. I had no idea I would need to become an expert on the boiler (chemicals and water treatment), learn about distillery insurance, TTB reporting, state and local legalities, and the list goes on. There were (and are) so many other “things” to learn outside of just making the rum. On top of this, I was regularly mopping the floor, I spilled molasses more times than I could count – lots of overflowing fermenters.  

I didn’t have many expectations and didn’t expect the rum to have such a cult following. I also didn’t expect to win so many awards right off the bat. We’ve gained more distribution across the country and sell more bottles of rum than ever expected. 

Q: Your company name is very interesting.  What was the inspiration behind the name?

On Siesta Key where I live, every Sunday evening on the beach at sunset there’s a cool drum circle that takes place. You sit in the sand (some of the best in the world), sip on your glass of rum, relax, watch and listen to the sound of the drums and people dancing around without a care in the world. This drum circle was the inspiration for the company name.

Q: Where did you gain your knowledge about the spirits industry, including fermentation and distillation?

Being new to becoming a Rum Distiller, the first place I started to do my research I believe was a book Luis Ayala wrote, called “The Rum Experience”. This book along with many hours on YouTube, many other books on distilling and most of all a lot of trial and error is how I gained my knowledge, hence all the mopping up of molasses off the floor.  

Q: Back when you started, your state laws were very different from what they are now.  I remember talking with you back then about having limits of how many bottles each customer could buy at your distillery per year, was it only 2 bottles? And today, how many per customer? What other requirements have you seen change since you started?

When I started you couldn’t sell any bottles direct from the distillery which is why we started in a scary industrial park which winds way back off a main road, where we’re still located by the way. At that time we didn’t even have plans to have a tasting room. We are not a tourist destination rum, you can’t find us easily off the main road, you have to seek us out. 

As of July 1st the good news for us is there are no limits to how many bottles you can purchase from our distillery. This allows our consumers to purchase and bring back home the rums of their choice especially in states where we’re not easily available. 

Laws have relaxed considerably since we’ve stared and we’re now also able to sell cocktails at the distillery. This opens the door for many new opportunities to educate and entertain in a different way.

Q: It seems every distillery start-up nowadays has a “Master Distiller” and a “Master Blender” from day one, with no previous industry experience to their name.  After all these years, do you consider yourself as someone who’s finally mastered the craft or do you still see areas where you’d like to expand your knowledge?

There is no governing body over the use of Master Distiller or Master Blender and the term gets misused regularly. A Master Distiller and Blender typically have a significant amount of knowledge experience and depth of understanding along the chemistry knowledge behind it.  

Over the years I’ve simply tried new things until they work. I’ve experimented with different techniques without the chemical background of a truly trained Master Distiller however based on my years of experience and proprietary infusion process I would consider myself a Master Infuser. We’ve come up with proprietary processes to infuse real ingredients into our rums for unique flavors which are what Siesta Key Rums are specifically known for. 

I do not consider myself someone that’s mastered the craft, I’m not certain you ever do. There are many new natural infusion opportunities to be created and the process is completely different depending on the specific ingredient we want to infuse. 

I’m like a chef that focuses on one dish and I have a lot of really good dishes which I focus on with new ones to be created.  

Q: What are your thoughts regarding “Premiumization” in the rum world? Is this something being done by only a few craft distillers?  Do you see the large brands improving the contents of their bottles too, not just the packaging?

Premiumization is a fantastic thing for the category. There is however a long way to go with truthful and comprehensive communication with rum labeling. Things are moving in the right direction as the trade and consumers become more knowledgeable which will help put pressure on distillers and the industry as a whole to become more “premium” all the way around when marketing their products. 

The average rum consumer will not recognize nor care about “premiumization”. They will continue to simply drink what they like which is completely acceptable and there are plenty of products available for those consumers.  

Q: When COVID-19 hit in 2020 how did it affect your operation and how did you overcome those challenges?

The COVID-19 pandemic certainly impacted the tasting room sales but we’re primarily a distribution company and our distribution revenues increased over 2019 levels. We kept our full-time employees on board even though we had to shut down production for a while. 

Another issue we faced was that we couldn’t grow in states where we had new distribution because we weren’t able to do consumer tastings which is critical with new items. 

COVID-19 also impacted our business in a big way moving into 2021 due to supply-chain interruptions. Bottles were delayed however we luckily were in the process of switching to a US based bottle manufacturer thank goodness. We did have to move into the new bottle faster than anticipated but in the long run it worked out for us. We’ve been shipping in our new bottles for the past several months and they are making their way onto retail shelves as we speak. Over the next few months we’ll have a year’s supply worth of bottles in the warehouse to insure we don’t run out. As for our most popular Siesta Key Toasted Coconut Rum goes, we have pallets of fresh toasted coconut on hand, enough ingredients to be sure we can supply our customer orders.    

Q: What rums are you currently producing? 

Siesta Key Silver Rum:  The foundation for all of our naturally infused rums. Produced in small batches.

Siesta Key Toasted Coconut Rum: Small-batch rum infused with raw, shredded, toasted coconut. No added flavors or coloring. 

Siesta Key Coffee Rum: Our coffee rum is 70 proof and not a liqueur. We use, hand-selected, imported Columbian coffee beans which are then roasted locally and ground. This is basically a cold press coffee rum made with rum instead of water produced in small-batches.

Siesta Key Spiced Rum: Small-batch rum infused with our own proprietary blend of spices and then naturally sweetened with domestic honey. 

Q: Siesta Key, I love the name.  Why did you choose this name for your rum portfolio?

First off, Siesta Key is a real place. It’s a beautiful barrier island on the west coast of Florida with some of the best beaches in the world; it’s a very special place. 

Siesta Key has been a big part of my life since I was a kid. I used to come to Siesta Key every year when I was a kid growing up in Illinois which is why I live in Siesta Key now. Siesta Key was the perfect name for a rum because it’s tropical and beachy all while being quality and upscale. Everything about Siesta Key is quality plus it has name recognition. 

Q: Are there plans to add new rums in the future?

Yes, as infusion specialists we’re always experimenting with new flavors. It takes a long time to create a new flavor when you’re using real ingredients vs artificial flavor and we wouldn’t be the company we are if we did it that way. We’re working on a banana infused rum but it’s a tricky natural ingredient to get right based on the consistency of a banana but once it’s finalized it will truly be a one of a kind. 

Q: Where are your products currently available for purchase?

Siesta Key rums can be found in around 2000 locations throughout Florida. Our rums are distributed through BreakThru Beverage in Florida. You can find us in independent retailers as well as grocery stores and retail chains. Our rums are available in our tasting room for retail purchase. They can also be found in many bars and restaurants throughout Florida.We sell Siesta Key Rum in ‘Total Wine and More’ stores in the following States: Arizona, California, Colorado, Connecticut, Delaware, Georgia, Illinois, Kentucky, Maryland, Massachusetts, Minnesota, Missouri, Nevada, New Jersey, New York, New Mexico, Tennessee, Texas, Washington and Wisconsin. We also have distribution in Virginia, Michigan, Ohio, Wisconsin, Maine, Indiana, and South Carolina. There are several other states in the works.

Q: You have been in business for many years now.  I think 15 years, correct? Congratulations!  I hear you have a new rum release to celebrate this special occasion? Please, tell us more!!!

We plan to have a limited release 15 year Anniversary label on our best-selling Siesta Key Toasted Coconut Rum. There will be limited amount of product with this special anniversary label which will only be available in select retail outlets and at the distillery. Announcement will be made once we’re ready to go.  

We’ll also have a limited release rum coming up which we’re very proud of. We have a small amount of aged rum, 6-8yr old Caribbean rums, further marrying and aging with our Siesta Key house rums in ex Ruby Port barrels. We have not announced the release date, were keeping it under wraps for now, but it will be over the next few months.  

Q: Do you offer tours of your distillery? If so, are reservations recommended or required?

Yes we do. Our guests can head over to https://www.siestakeyrum.com/tours to register for any of our upcoming tours. We do host tours every day except for Sunday and reservations are recommended so our team can plan accordingly. 

Q: Can you tell us a bit about what a customer will experience when they arrive at your distillery? 

When guests arrive at the Siesta Key Distillery they are always greeted with happy and welcoming staff members in the tasting room who are enthusiastic and very knowledgeable. Rule number 1, the people that end up staying to work at Siesta Key Distillery are nice people. Positivity and happiness are requirements over here at Siesta Key Rum. 

Q: You also have a tasting room, correct?  Do you only offer tasting of your products straight or do you offer your customers cocktails as well? 

Yes, that’s correct. In the tasting room we prefer to taste our products straight. We’re very proud of the natural taste of our rums and it’s an opportunity to have consumers taste a rum with naturally infused ingredients. We do have mixers available if guests would prefer to mix. With the new laws in place, such as selling cocktails, we’re exploring how to best develop and incorporate them into our tasting room as well as serving up cocktails in our new event space.  

We’re in the process of completing our new infinity barrel room for special events. This is a hands-on project and a labor of love of myself, my father and wife, building and designing it. We plan to use this new space to entertain, educate and host small groups. One special element we are extremely proud to incorporate is the original bar-top from the Bahi Hut from 1954. We were fortunate enough to purchase it from them when they remodeled their tiki bar a few years back. The Bahi Hut is the oldest tiki lounge in Florida and the inside still feels like a cocktail lounge from the ’50s, with a wood bar and two small rooms with tables. If this bar-top could speak it would have many stories to tell. 

Q: If people want to contact you, how may they reach you? 

contact@drumcircledistilling.com

Q: Is there anything else you would like to share with our readers?

When you come across our Siesta Key Rums, we suggest you give them a try. You’ll be surprised how good a naturally infused rum tastes. A throw-back to the old days in the Caribbean when they’d actually put real ingredients in their rums. 

Again Troy, thank you so much for this opportunity and I wish you and your entire team all the best of luck.