Meet Johann Jobello – Transcontinental Rum Line

Johann Jobello is a Product Manager for sugarcane spirits at La Maison & Velier.

As part of our month long celebration of Transcontinental Rum Line and their new 2021 release, we wanted the Florida Rum Society to meet Johann and have a change to learn more about him…

Johann was raised back and forth between France and Martinique, he’s been a promoter of the Caribbean culture, most recently working at the iconic LMDW shops and currently on the LM&V global team. With his Caribbean heritage and passion for high quality spirits, rum naturally became the perfect field for him to share his passions and expertise.

FRS: Tell us about your personal rum journey and background.

Johann: Rum has always been more or less present in my life. In the West Indies it is an integral part of our heritage. I wasn’t necessarily aware of it when I was younger– my journey has been far from linear. When I returned to live in Martinique in 2016, the idea of working in this sector gradually emerged. I had no experience in spirits and finally in early 2018, I started at La Maison du Whisky as a spirits vendor  in one of the two Parisian boutiques. I joined the LM&V global team in 2019 and had the opportunity to become deeper involved in production management at the beginning of this year.

FRS: What brought you to join the LM&V team?

Johann: My experience in the store was decisive: in contact with the thousands of references that we had, I deepened my knowledge day after day. Having already a passion for rum, I became intimately engaged with the sugarcane spirit projects from Velier—my passion was multiplied tenfold! When the opportunity to join the LM&V team presented itself, I made my interest known to work more closely with these amazing companies, producers and bottles.

FRS: How would you explain the TCRL concept to people unfamiliar with it?

Johann: The rum category is very broad and diverse. Everyone works differently. For me, the most important thing is that the consumer knows what he is drinking in full transparency. TCRL is the independent bottler range by La Maison du Whisky to offer the experience of tasting across many island and producer styles, with full transparency on where it was aged and for how long, and retaining the integrity of the spirit with no additives or flavoring.

FRS: Specifically, what is it about the TCRL line that you find most interesting?

Johann: Beyond the concept of the range and the values we want to transmit, I like the diversity we have shown in our bottlings. This is for me the most exciting challenge!

FRS: Do you have a personal favorite from this year’s line up?

Johann: Not surprising but the Trinidad 2001 is exceptional. One of best TCRL I ever tried! I think that the Australia 2013 can also a be great discovery for people who never heard about Australian rums.

FRS: Give us your favorite rum cocktail recipe.

Johann: I love Jamaican Negroni! We are less used to drinking rum with bitters but it works very well! My specs are 1,5 oz of Jamaican rum for some extra funk. TCRL Jamaica WP 2015 is perfectly suited. With 1 oz red bitter and 1 oz red vermouth, and big ice cubes.

FRS: When travel starts to be welcomed back to the world, is there anywhere that you just cannot wait to pack your bags and head off to?

Johann: Martinique! My whole family lives there. And I have to go around to visit the distilleries (again)!

FRS: Our members are itching to start traveling again and some have expressed interest in going to Martinique. Do you have any “Can’t Miss” things on the island you can share with us?

Johann: It all depends on what you want to do. Martinique: we obviously think about the beach, but I love to go to the mountainous part in the north or to the countryside far from the hustle and bustle of the city. Gorges de la Falaise in Ajoupa-Bouillon is an outstanding site.

FRS: Have you had the opportunity to visit Florida?  If so, where did you go, and do you have any specific memory that stands out?

Johann: Unfortunately not. I wish that I’ll be able to visit Florida in the future. Florida is a great mix of cultures; I would love to this that.

FRS: Sometimes FRS members will get jealous seeing all the special releases that Europe receives and which never make their way over to The US. Are there any releases that we have gotten here that have made you, living in Paris, jealous?

Johann: I think that from now on this will be less the case with the authorization of the 70cl format. Even if it was our own decision, I’m a bit jealous that you guys have this Trinidad 2001. We didn’t keep anything for us in Europe.

FRS: Do you have any hobbies or passions outside of rum?

Johann: I’m a huge fan of sports in general. I used to work in that field before, for several sports media. I would love to attend to a Miami Heat game. In another life, I would have liked to be an economist.

FRS: What are you most looking forward to over the next year or two?

Johann: Let the world regain a semblance of stability above all. My case comes second, I’m really not to be pitied!


Join the Florida Rum Society and Johann on our upcoming Virtual Happy Hour (Register)

Shop the Johann’s NEW line of TCRL rums in the FRS Rum Shop

Rumdemic from Privateer

One of the early goals of the Florida Rum Society was to ensure that the best rums make their way to Florida. One of the best, if not THE best, rum made in the U.S. is from Privateer in Ipswich, MA.

Maggie Campbell, the President and Head Distiller, is one of the best in the world and Andrew Cabot, CEO, is an all around wonderful human being! Read more about Privateer on their site.

In Spring, right before COVID 19 turned the world upside-down, we were fortunate enough to be selected to relaunch Privateer’s “single barrel” program (now known as their Letter of Marque series).

Letters of Marque were issued during the Revolution to authorize merchants to act as Privateers. Our Letter of Marque collection comprises single batch spirits from the Privateer cellar, selected in cask by our trade partners as stand out expressions and bottled to specifications in partnership with the Privateer distilling team. This bottle is one of a limited release, never to be available again.

From the Privateer Letter of Marque bottle label

Samples were provided to us in April and six members of the Florida Rum Society connected virtually with Maggie Campbell to walk through six different rum expressions.

It was nearly unanimous that we selected a 109.2 proof New England Rum. It was aged 2 years and 10 months in a New American Oak Barrel. Because of the timing of the selection we decided that it should be known as “Rumdemic” (we think it fits).

The new oak gives it the character of a bottled-in-bond bourbon with a depth of flavor and tastes of oak, caramel, toffee, black cherry, dried pineapple and hint of cinnamon. It is fantastic neat, on the rocks or even in a simple cocktail like a classic daiquiri.

I’m thrilled to be able to bring this once in a lifetime rum to the rum lovers of Florida! There are only 214 bottles of it so don’t wait if you want to grab a few. It is only available at Five Star Liquor & Wine in Longwood, FL. You can visit to call (407-389-0710) for orders.

Tiki to the Stars

This past weekend I was on a business trip to Los Angeles. Knowing there are multiple tiki options in the LA area, my team was kind enough to indulge me with a trip to LONO Hollywood for dinner and drinks.

If you read no further, at least know that LONO Hollywood has amazing tiki hospitality! They were able to get us a day-of reservation for 6 as well as were extremely attentive throughout the entire evening! I would VERY highly recommend LONO and look forward to returning in the future.

LONO is located right on Hollywood Blvd., about 4 blocks from the Chinese Theater. When you walk up to the address you first see a tacky “beach bar” and, if you don’t know any better, have a moment of “is this what I came here for?!”  It was a great bait and switch for my 5 teammates who did not have a lot of experience with tiki.

Next door to the beach bar was a small hallway with some vines, tikis and a skull head. At the end was a neon sign and a bamboo door.  This is what the entrance to a tiki bar should look like, there was not one sign that said “LONO” (though if you looked past the hallway, you could find the big palm tree logo on the wall).  It was perfect… it spoke to the mystery and adventure that would soon transpire upon opening the door.

We went in and had a very warm welcome. The space is larger than a lot of tiki bars with lots of tables for dining as well as lounge areas for enjoying drinks and friends. We were sat at a reserved booth towards the front corner and started our tiki adventure.

Meriah came over to welcome us and gave us a tour of the drink menu as well as provided a few recommendations.  I also tried to guide my tiki-virgins by asking about their likes and dislikes to help point them towards a drink that would match their flavor pallets.

I, of course, started with the house specialty, the Curse of Lono. According to the menu, only the beverage director, Chad, knows the recipe. I went ahead and ordered it in the LONO signature tiki mug and, to the delight of the table, it arrived with flames and fireballs. The drink itself was one of the best of the evening! It was spirit forward, which I prefer, with a hint of sweetness at the end (my guess is passion fruit). Also, while a little pricey, the tiki mug is a fantastic add to the collection! It has lots of hidden Hollywood gems throughout.

With 6 of us, we each tried a little something different and everyone really enjoyed their drinks.  On the table for the first round we had a Navy Grog, a Painkiller, a Queen Ka’ahumanu, another Curse and a Mai Tai. Everyone was really pleased with their orders… I had the chance to try the Mai Tai and, I will admit, it was a little sweet for my taste but an enjoyable riff (vanilla syrup and macadamia are additional ingredients).

Dom, the GM, came to see how things were progressing and I cannot say enough about Dom and his hospitality! He and his staff really went out of their way to make sure that everyone was having a wonderful time and was enjoying their tiki experience.

We moved on to food and, once again, LONO did not disappoint. Everything we had was fantastic (we way over ordered) but the group collectively would recommend the Kauai Fried Chicken, Shrimp Shack and the Pork Belly 2 Ways.

Moving on to round two we had a few repeat orders but I went for the King Kamehameha which featured rum, of course, Aperol lime, pineapple, Cara Cara orange, passion fruit and honey. It was a tad sweeter than the Curse but the Aperol provided a great balance. I would definitely recommend both my drinks.

As we finished our food, Dom and Chad were kind enough to offer us a sneak peak of drinks coming to the menu in about 3 weeks. Chad was very generous with his time, taking a few minutes to come over and give us a tour of each delicious new beverage. We had the chance to sample the Black Mamba, the Oh Captain My Captain, the Permanent Vacation and the Piña Colossus. It was wonderful to experience the contrast in each drink and everyone was able to gravitate towards a drink that we enjoyed. I’m thrilled that we were able to do some early tasting and would definitely recommend trying out the new drinks when they are added soon.

The location itself is split into two bars. The front, main bar, is for relaxed drinking and dining but then the bar in the back opens late night for more of a “night club” feel. LONO definitely has something for everyone.  The décor is more what I would call “light tiki” with the palm frond wall paper but I definitely enjoyed the elements of nautical décor like the ship’s helm, wooden oars and much more throughout.

I said it at the top and I’ll say it again, LONO definitely needs to be on your list if you are in LA/Hollywood! Dom and his team are amazing and everyone we interreacted with wanted to make sure we were taken care of and were having a great time. Mahalo Dom, Chad, Meriah and the rest of the team for a great experience. Because of your hospitality we may have a few new tikiphile converts on our hands!