We began with a band of brothers and a rock star, and their desire for a top-shelf rum. Selvarey’s “Maestro Ronero” and the distillery up to the task of aging this first-ever premium rum, both hail from the jungles of Panama. As an homage to its origins, Selvarey’s name combines the Spanish words “selva,” meaning jungle, and “rey,” meaning king. A rum by category only, everything about Selvarey was unique and sophisticated, but restaurants, bars and mixologists had to agree. Our job was to create believers as the Maestro of the brand ideation and expression for Selvarey, from here, in LA.