In this conversation, Edwin Hincapié, Brand Director of Santa Teresa 1796, shares insights into his career in the alcohol industry and his current role managing this heritage Venezuelan rum brand. After years of working with major companies like Heineken and managing Scotch whisky in Miami, Hincapié transitioned to Santa Teresa 1796, a brand deeply rooted in Venezuelan culture.

He emphasizes the brand’s commitment to community impact through Project Alcatraz, a program that rehabilitates former gang members by involving them in the rum-making process. Unlike typical liquor brands, Santa Teresa 1796 combines tradition, craftsmanship, and social purpose, maintaining its single-estate production method where everything from the sugarcane to the final product is handled in-house.

Hincapié also highlights the brand’s close relationship with the Hispanic community in the U.S., explaining how Santa Teresa 1796 goes beyond commercial sponsorships to create genuine cultural connections. A recent example was their post-Billboard event, an intimate, invitation-free jam session where artists and friends came together to celebrate in a way that felt authentic and familial. These types of experiences reflect the brand's philosophy of blending community, heritage, and purpose—not just marketing a product but fostering meaningful relationships that resonate with people’s memories and cultural roots.