Fede J. Hernández
Founder of The Rum Lab
Federico Jose Hernández aka Fede “Pronounce FedEx without the X” has been involved in the rum industry since his early twenties. Born in San Juan Puerto Rico, where rum is part of everyone’s social life, Federico owned one of the biggest production and promotional agencies focused on beer and spirits.
Back in 2010, he opened Puerto Rico’s first Rum Bar called Caña. Together with his brother Miguel Agrait, they launched TheRumLab as a way to entice tourists to visit the restaurant for a Rummelier “Rum Tasting” educational experience. Simultaneously, the Island’s official National Rum Festival “Taste of Rum” was launched.
Today TheRumLab is one of the leading B2B educational platforms. It also organizes the Los Angeles, San Francisco, Seattle, Texas, Chicago, Miami, New York, Puerto Rico and Spain Rum Festivals &/or Congresses.
My Sessions
The role of Travel Retail in your Rum Strategy
MBCC - Art Deco RoomAlexandra Alfaro
Walter Aguilar
Fede J. Hernández
Carolyn Mariani
In an era where international travel serves as a conduit for cultural exchange and economic dynamism, the significance of global travel retail in shaping and propelling the trajectory of rum markets cannot be overstated. This seminar stands as a beacon, illuminating the critical role that travel retail plays in the formulation, execution, and expansion of […]