Santa Teresa 1796 Rum, the Venezuelan super-premium brand, launched its Crafted Together limited-edition bottle program in the face of adversity caused by the COVID-19 pandemic.
Santa Teresa brought over 25 bartenders from parts of the world, including Los Angeles, London, Miami, and Madrid, and New York to conceive a new label for the Crafted Together limited-edition bottle.
The chief executive of Santa Teresa, Alberto Vollmer, adds, “Through the Crafted Together initiative, not only did we want Santa Teresa 1796 to support the trade community directly, but we also wanted to inspire bartenders to support one another.”
“I work with American bartenders all the time and find that one of their greatest assets is a talent for taking care of others,” adds Katie Redline, Santa Teresa brand director. “Though our country is vast and different from coast to coast, the bartending community is a tight-knit group. When the impact of COVID-19 began to take root and bars shuttered throughout the country, bartenders rose to the occasion to support one another and find a whole new kind of inner strength. They’re extremely creative with a ‘can-do’ attitude, which reflects American values such as entrepreneurship and independence.”
Nicole Hoffman, bartender and artist out of Venice California created a painting made with alcohol inks as her contribution to the Santa Teresa Crafted Together limited-edition bottle label project. “I think it’s important to constantly be learning, evolving, and bettering oneself,” says Hoffman. “It’s okay to be wrong, buts it’s more important to listen, learn, and grow.” For Hoffman, art and creating is a great way for everyone to stay connected.
The idea of staying connected is shared by Glendon A.M. Hartley, of Back Bar in Washington D.C. “The program really struck me as a way to keep creating and connecting within our industry while we deal with such an unprecedented time.”
Lindsay Rae Burleson of Two Headed Dog in Houston adds, “This was a really fun project to work on in the spirit of collaboration and community. Having a positive impact not only on yourself but on your community creates a culture of inclusion and communication.”
Chicago’s Multiple bartender, Wade McElroy, whose photographic work was included on the limited-edition label concludes creativity and community is key to adapting to these challenging times. “Transformation is a constant,” he explains. “We always have to adapt to evolve and the goal is to reflect on your past and let it guide you into the future.”
To further support and solidify its devotion to the bartending community’s well-being, Santa Teresa will donate $10,000 to the USBG Bartender Emergency Assistance Program. The Crafted Together limited-edition bottle will be available for purchase during National Rum Month this August.