Female-founded premium Colombian rum brand Esther has a new story to tell. Created by founders Margaret Kerr-Jarrett and Emunah Winer, Esther is a single-origin premium Colombian rum brand that rejects the clichés that have plagued rum for years.
The Vision
The brand intentionally avoids traditional tropes such as pirates, palm trees, or vintage memorabilia. Instead, the founders aim to bring sophistication to a category often dominated by lazy storytelling and overly sweetened products. With high-quality ingredients and modern branding, Esther is designed for a contemporary audience and new rum enthusiasts.
Co-founder Margaret Kerr-Jarrett describes rum as a "wide open space". She notes that consumers are ready for a completely new narrative, which Esther provides.
The Founders and Strategy
Kerr-Jarrett and Winer are experienced creative operators who previously co-founded the tequila brand Casa Malka in 2023. They also run the consultancy Nihilo and the industry newsletter, The New Rules.
They view rum as a "white space". While it is a staple in cocktails and home bars, it has lacked the cultural relevance seen in tequila or gin. Esther aims to be the brand that changes this by "rebranding rum".
Visual Identity
The visual identity for Esther was created by Nihilo. It features:
- The emblematic roaring Esther lion
- A distinctive, bright green bespoke bottle cap
- A goal of being easily remembered as "that bottle with the big green cap"
The Liquid
Esther is a single-origin, unaged Colombian rum. It is a grass-to-glass blend of pot and column still rums.
- Production: Distilled at the Picciotto Family Distillery in Cali, which has operated since the 1950s
- Bottling: Bottled in Columbus, Ohio
- Purity: 100% additive-free
- Tasting Profile: Soft and approachable, inspired by reposado tequila. It includes notes of ripe stone fruit, mild grassy agricole, light caramel, toasted oak, and a hint of warm spice
Availability and Contact
- Launch: Early 2026
- Retail: Available exclusively at select Ohio retailers and online
- Price: SRP is $36.99
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