LIFELONG LEARNING AND COLLABORATIVE CULTURE Anand’s management approach involves authenticity and collaborative leadership driving successful small-batch operations. As global craft rum brands increasingly emphasize heritage narratives and artisanal production methods to attract premiumseeking millennials, RJ Rums builds its culture around inclusive decision-making and continuous learning. “We always say, no matter what, you never stop learning. Especially in our business, there’s always something to be learned from somebody else,” Anand explains. “That doesn’t matter if it’s from our general manager to somebody that cleans our tanks. You should always stop, listen and learn and talk and have an open dialogue and conversation.” The philosophy goes throughout the organization’s flat structure, where hierarchical barriers remain minimal. “We’re not an autocratic type of company. If somebody has something to offer, we stop and listen,” Anand says. “I always, as a company policy, make sure that we include all people that are involved with production or procurement as part of a solution. I think the people that are hands-on understand what really is required on a day-to-day basis.” Brand identity centers on craftsmanship rather than marketing complexity.“Our company logo says it all. The first word in our logo is craft, and that’s what it is. From our people to our craft beers and spirits, that’s the tagline really,”Anand notes.“It doesn’t have to be fancier than that because there is nobody else in our market right now that does that.” Looking ahead, Anand remains focused on sustainable growth within Jamaica’s expanding rum sector. While challenges persist, including supply chain dependencies and competitive pressures from established producers, RJ Rums’ unique positioning as both brewery and future distillery offers distinct advantages in an industry increasingly valued for innovation and authentic Caribbean heritage. 37 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 06 RJ RUMS & SPIRITS
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