Name: Asbel Morales
Company: Havana Club
Job: Maestro del Ron Cubano
Website: havanaclub.com

How long have you been working in the rum industry?
I’ve been dedicated to the rum industry for 37 years – essentially my entire life. I started my journey when I was just 20 years old, never imagining where this path would take me. From the very beginning, I was drawn in by the artistry, the heritage, and the immense responsibility of preserving Cuba’s rich rum-making traditions. Once you step into this world, it becomes a part of you forever.

What has been your biggest career highlight to date?
Without a doubt, becoming a Maestro del Ron Cubano. When I was first invited to join this movement, I couldn’t believe it – I never imagined that one day I would be entrusted with such an honour. It was a challenge like no other, but after years of dedication and learning, I became a Maestro at just 30 years old, the youngest Maestro at the time. That moment changed my life.

Another defining moment was in 2022, when UNESCO recognised the knowledge and craftsmanship of the Maestros del Ron Cubano as World Intangible Heritage. That recognition wasn’t just for me, it was for every Maestro before me, for Cuban rum, and for the generations to come. It was proof that what we do isn’t just about making exceptional rum, it’s about protecting a legacy.

Can you remember your first rum, and indeed what it was?
“I will never forget it. I created my very first rum 35 years ago. Back then, the industry looked very different with all Cuban rum brands were produced in the same national distillery. But that first creation stays with you forever. It’s like your first child and you never forget the feeling of seeing it come to life.

What does rum mean to you?
Rum is the soul of Cuba, and for me, it’s a lifelong devotion. Havana Club has always stood at the heart of our rum tradition – the older sibling of Cuban rum – carrying the immense responsibility of representing our culture on the world stage. When you explore its history, you understand that rum is so much more than just a spirit, it’s part of our national identity, passed from Maestro to Maestro like a sacred trust.

Being a Maestro is both a privilege and a responsibility. We inherit knowledge, yes – but more importantly, we are tasked with passing it on. You only truly become a Maestro when you’ve mentored the next generation, when you’ve shared not just techniques, but the soul of the craft. This is not something you can find in textbooks, it’s written in the barrels, in the aroma of the ageing rooms, in the patience of time.

I’ve known Maestros who gave everything to this calling, some even choosing to spend their final days in the distillery. That kind of passion is rare and deeply humbling. To carry their legacy forward, to ensure Cuban rum remains a global symbol of excellence and pride, is the greatest honour of my life.

Where would you like to see yourself in five years’ time?
My passion for rum is just as strong today as it was when I first started. In five years, I see myself exactly where I am now – dedicated to this craft, preserving its traditions, and shaping its future. Being a Maestro del Ron Cubano is a lifelong commitment and a responsibility that stays with you forever.

Undoubtedly, I’ll have the privilege of working on a new Havana Club expression, continuing to explore the depth and richness of Cuban rum. And hopefully I’ll be welcoming a new Maestro del Ron Cubano into our family, sharing the knowledge and traditions that I have been fortunate to learn from those before me. This craft has no finish line. There is always more to discover, more to refine and more ways to honour our roots while looking to the future.

What was your last rum?
The most recent rum I worked on was Havana Club Iconica Tributo 2025. This expression is particularly special because it celebrates a cultural and craft dialogue between two iconic traditions – Cuban rum and Irish whiskey. It pays tribute to both legacies by bringing together the craftmanship of the Maestros del Ron Cubano and he the heritage of Ireland’s whiskey-making heritage.

We received a select number of casks from Midleton Distillery in Cork, which had previously held sherry before being used for Redbreast whiskey. We then aged our finest bases in these casks for five years, creating a beautifully complex rum with a deep, rich finish. In Cuba’s tropical climate, one year of ageing is equivalent to five years in Ireland, so this process resulted in beautiful depth and character.

At the same time, we crafted a special limited-edition rum to celebrate the 25th Habanos Festival. This expression was designed to pair perfectly with the Behike 58 cigar, honouring the deep connection between Cuban rum and cigars. Both rums are unique, rare, and a tribute to the craftsmanship that defines Havana Club.

Do you have a favourite rum and food pairing combination?
Cuban rum is incredibly versatile and in Cuba, rum and food go hand in hand. We have so many incredible pairings. Pork is a favourite, especially with crispy crackling. Aged cheeses and nuts also complement the deep, complex flavours of Havana Club rums.

But most importantly, rum is about the experience – gathering with friends and family, sharing stories, laughter and enjoying the moment. That’s when rum truly comes to life.

What’s your favourite rum-based cocktail?
I love the classics. There’s nothing like a well-made Mojito or a Cuba Libre. They are simple, timeless, and when made with our Havana Club rums especially, they perfectly capture the essence of Cuba in a glass.

What do you think is going to be the next big thing on the rum horizon?
We are already seeing a trend towards unique cask finishes and collaborations, and I expect this to continue. Wine casks, for example, are being explored more widely in rum ageing.

Beyond that, we are also seeing growing interest in single cask and cask-strength rums -something quite rare in Cuban rum-making, where we traditionally blend different bases to achieve complexity. But at Havana Club, we’re always looking to innovate while staying true to our identity.

If you asked me 20 years ago whether we’d be creating the rums we have today, I would never have believed it. That’s the beauty of this industry, you never stop discovering and the possibilities are endless.

What’s the one rum you couldn’t live without?
As Maestros del Ron Cubano, we don’t just oversee one rum. We are guardians of an entire tradition. Each rum has its own character, just like children.

In my personal life, I have three children, each with their own personality. My eldest is independent, my middle child is a reflection of me, and my youngest is full of energy and always surrounded by friends. I love them all equally, and I could never choose a favourite.

It’s the same with rum. Each expression tells a different story, offering a unique experience depending on the moment, the occasion, and the company. One thing I can say for certain – I can’t imagine my life without rum-making.

Many thanks to Asbel Morales. Who will be our next Rum Insider? Click back soon to find out!