Seafaring rum

It takes time to age a premium rum. It also takes time to launch a new rum distillery, especially one that uses a revolutionary process to produce a premium product. Alexander Nassief '16 was a first-year student when he first pitched Rum Dogs in Skidmore's Freirich Business Plan Competition in 2013. Now a senior competing in this year's finals this Friday, April 8, he'll pour judges a sample of his "Spice of the Antilles"-the first that he's commercially distributing.

What particularly distinguishes Nassief's rum from all others is the process by which he made it. Rather than storing barrels in cellars, he sinks his rum in the ocean off the coast of Dominica. "We can age rum in a fraction of the time required by conventional methods—six months instead of five years," he says. "Moreover, the ocean environment gives our rum a unique environment to mature in."

First targeting Dominica's luxury hotels and taverns that want to serve customers a premium locally made rum, Nassief plans to branch out to markets in Europe, the U.S. and South America. He has identified markets where the premium rum segment is expected to flourish and has been contacted by many distributors.

Mentoring Nassief is Sara Arnell '82, senior managing director of the Magrino Agency. "She's super-experienced in product branding, and I'm finding her analysis of our position in the market to be extremely helpful," Nassief says. "She has shown me that a major focus in our marketing has to be underscoring the premium quality of our brand."

"Alexander understands the power and importance of building a strong brand that is positioned for growth," says Arnell. "He has a dogged determination to innovate the rum category and set a new standard for production, quality and taste. I have all the confidence that one day we'll be toasting to him and his success with his ocean-aged rum."

Nassief is one of seven finalists who will be pitching business plans in Friday's competition. Presentations begin at 5 p.m. on the second floor of Murray-Aikins Dining Hall.