Monday, July 18, 2011
In 1865 the family opened their rum distillery on the plantation, "Hacienda Mercedita", named for the family matriarch Mercedes Perez.
Juan Serralles Colon imported a still from France and he was able to produce his first casks of rum. The Serralles plant produced many local brands, most of which were very short lived . It wasn't until 1932 when the Don Q Brand was launched that the company became competitive with Bacardi. In 1985 the with the guidance of Felix Juan Serralles, Sr,\. Puerto Rican Distillers Inc. was purchased from Canadian liquor magnate Joseph E. Seagram and Sons LTD. After the purchase, the company grew rapidly. Serralles acquired Captain Morgan, Palo Viejo, Ron Llave, Ronrico, and Granado for production and distribution in Puerto Rico and the Caribbean. The loss of the Captain Morgan brand to Deageo means that they will shift their promotion to more traditional local brands like "Palo Viejo" and Ron Llave. The current President and CEO, Felix Juan Serralles, Jr, the great grandson of Juan Serralles, has lead the company to a position of having produced over 60% of the rum produced in Puerto Rico as well as several other enterprises under "Grupo Serralles". This company is one of America's 100 oldest family owned businesses.