Photo: Emilio Estefan
Music producer Emilio Estefan told Efe that he agreed to be the face of Botran rum in the United States because the deal will benefit the South Florida economy and send a message of unity in the Hispanic community.
The deal was attractive because Botran rum is produced by a Guatemalan “family that has tradition and has proven that it makes the best rums in the world,” the 60-year-old musician and businessman said.
Ads for the rum will feature Estefan’s face, and the music entrepreneur said he felt the move was the right one to make.
“I’m not doing it for the money. I am doing it because I feel it’s the correct move,” Estefan, who serves as a special honorary ambassador for Miami-Dade County, said.
Estefan and his wife, singer Gloria Estefan, traveled to Guatemala last week to learn about the distilling process for the rum.
The Estefans visited the distillery located at an altitude of more than 2,400 meters (7,868 feet) above sea level in Quezaltenango, as well as the sugar plantations in Tulula where the cane from which the rum is made is grown.
“Emilio is a tremendous vehicle for the expansion we want in the United States. We began planning for this goal at the end of 2012,” the rum company’s CEO, Roberto Garcia Botran, said.
Garcia Botran, who accompanied the Estefans on their visit to the rum distillery, is the grandson of one of the five Botran brothers who emigrated from Spain to Guatemala and established the liquor company in 1939.
Botran, the leading liquor company in Guatemala, is looking to distribute its Ron Botran Reserva and Botran Solera 1893 brands, which are handcrafted and sold in 15 countries, in the United States.
Estefan, winner of 19 Grammys during his long musical career, returned to Miami on Friday to work on a film starring Cuban-American actor William Levy.
“(This is) a film that took me 14 years to finance and I got the people I wanted,” Estefan said.
The movie, based on the 1970s bilingual sitcom “Que Pasa, U.S.A.?” that aired on public television in the United States, focuses on the idea that the hatred and racism “that we Latinos have sometimes suffered” can transform a person’s life, Estefan said.
The film, which is being shot in Miami, is expected to premiere in early 2015, Estefan said.