Esther Rum, a women-owned premium spirits brand, has recently launched in select locations across Columbus, bringing a new player into Ohio’s growing craft spirits scene.
Founded by Margaret Kerr-Jarrett and Emunah Winer, Esther Rum is a premium Colombian-imported rum that is bottled locally at Echo Spirits in Columbus. The brand was created after the pair previously collaborated on a tequila label, Casa Malka, before deciding to venture into the rum category on their own.
While speaking to WhatNow Columbus, the co-owner, Margaret Kerr-Jarrett, shared with the publication that they aim to elevate rum’s perception and appeal to consumers who typically favor tequila or other spirits.
“There hasn’t really been, like, a rum brand that’s really made rum something like tequila or something sippable, and we thought that our skill set would be well served to working on that challenge,” said Kerr-Jarrett, who told the publication.
Kerr-Jarrett also delved into the meaning of the brand name, noting how ‘Esther’ draws inspiration from the biblical queen and the chemical esters that contribute to rum’s flavor.
She explained the flavour profile of Esther Rum by expressing that the spirit was intentionally designed to stand apart from traditional rum offerings on the market. According to the entrepreneur, the rum has similarities to a reposado tequila, making it smoother and easier to drink than what many consumers typically expect from rum.
“It tastes similar to reposado tequila. It’s very easy to drink. It’s very different from what people typically think of rum,” the Kerr-Jarrett said.
Beyond the flavour itself, the company also focused heavily on creating a bold visual identity for the brand. The founder said the bright green bottle cap was intentionally chosen to make the product stand out on shelves while also serving a functional purpose as a reusable shot or sipping glass.
“We wanted to lead with something that was really loud and noticeable, which is why we picked that bright green cap,” the co-founder explained. “There’s really nothing else like it out there.”
The entrepreneur added that the company is taking a completely different approach from traditional rum brands through the combination of the liquid, branding, and overall presentation.
Kerr-Jarrett revealed that Esther Rum is marketed as additive-free, zero sugar, and zero carbs, with a flavor profile similar to Reposado tequila. The process of making this brand come to life was not as easy as the brand faced challenges, including navigating complex regulations, securing capital, and balancing personal commitments with business demands.
The businesswoman also touched on the future of Esther Rum as she revealed how they plan on expanding the women-owned spirits brand across multiple markets in the United States over the next several years while maintaining a strong focus on community engagement and culture-building.
According to Kerr-Jarrett, the expansion plans include Cincinnati and Cleveland, with a cautious approach to avoid overextending too quickly.
“In the next three to five years, we would love to be very active in five to 15 states in the U.S.,” Kerr-Jarrett added.
Rather than focusing solely on retail expansion, the entrepreneur explained that the brand aims to grow through real-life community connections, partnerships with bars and restaurants, and direct engagement with bartenders and consumers.
“We want to create local community in real life, build culture, create a new narrative around rum, and have a very different approach to marketing our brand,” the founder explained.
The founder added that Esther Rum plans to expand thoughtfully, prioritising markets where the company can fully support its values, brand identity, and hands-on approach.
