purpose

Guatemala is the diamond in the rough, an outstanding subject, the question mark of infinite answers.

The best rums in the world are made here, and its natural heritage and geographical diversity are breathtaking.

What if a rum could condense all that?

A new category of ultra-premium rum, which integrates purpose and circularity in all its processes: the mindful rum.

That perspective on environmental and human sustainability was key to naming the new brand. Precisely, after its last aging, the rum is diluted with water from the characteristic mist of the mountains of Guatemala, so that in that stage, the impact on aquifers and local water resources is practically non-existent.

Knowing that this rum would be made more than 2000 meters above sea level and that it would be the only one in the world that would contain mist water was, therefore, the key to naming it:

Altabruma: a compound but recognizable name to maximize the brand’s ability to explain itself and achieve registration viability. It combines sophistication, the Spanish sound typical of rum.

Alta- a word known even to those who do not speak Spanish, and -bruma, another that, although decodable for the international public, was a mystery… like all of Guatemala to be discovered.

In addition to being descriptive of the product, while it was not understood, the sonority and mystery of the name played in favor of a new brand without a legacy that came to change a category.

The design of the bottle is based on minimalist and contemporary codes of a rum that is born without history but with a clear direction: the positive impact on the territory.

Hence, the bottle is wrapped by the profile of San Carlos Sija (and contains its coordinates), the mountain where the fog collectors are located, a way to suggest circularity and nature in an elegant and completely unexpected way in the category.

Altabruma represents an extensive process that has involved a great team. An immersion with enthusiasm and awareness in the possibilities of Guatemala. The possibility of defining a product from scratch is always a privilege… just like any opportunity to get closer to a country as fascinating as Guatemala.