A Celebration of Culture and Community
On Sunday, June 9, Con Sofrito hosted an unforgettable after-party for the Puerto Rican Day parade, filled with salsa, reggaeton, and freestyle music. Hundreds of people, adorned in red, white, and blue, enjoyed free food, drinks, and the launch of Sonrisa, Puerto Rico’s newest rum. This exciting event was brought to life through the efforts of rapper and entrepreneur Joseph Cartagena, better known as Fat Joe.
Giving Back to Puerto Rico
Fat Joe shared his motivation for investing in Sonrisa rum with the Bronx Times: “It gives back to Puerto Rico. Every bottle that’s sold, a dollar goes back to mom-and-pop businesses.” This initiative, “From Puerto Rico, For Puerto Rico,” ensures that $1 from every bottle sold supports small business owners in Puerto Rico, many of whom are still recovering from the devastation caused by Hurricane Maria in 2017.
Supporting the Forgotten
Shareef Malnik, Sonrisa co-founder and co-CEO, emphasized the importance of their mission: “They are our forgotten American brothers and sisters in Puerto Rico that no one is caring about. The FEMA money never gets to them, they never survived Hurricane Maria, COVID — so we’re going to donate millions of dollars to those people along with our partners.”
A Team Effort
Sonrisa’s partners include co-founder and co-CEO Jae Goodman, MLB catcher Martin Maldonado, singer Yandel, and of course, Fat Joe. Malnik proudly stated, “They’re all our partners. They’re not celebrity endorsers.”
A New Contender in the Rum Market
According to Puerto Rico’s tourism website, 70% of the rum consumed in the U.S. comes from the island. With Bacardi as the world’s most popular brand and Ron del Barrilito as Puerto Rico’s oldest, Sonrisa is poised to make its mark. Chief Marketing Officer Orlando Baeza revealed that the rum is crafted with the expertise of a 47-year veteran distiller named Sylvia.
Sonrisa’s Award-Winning Varieties
Sonrisa launched earlier this year with three styles: platino, aged a minimum of one year; oro especial, aged a second time in bourbon barrels; and reserva, aged a minimum of three years in whiskey barrels. The reserva recently earned a gold medal at the 2024 San Francisco World Spirits Competition (SFWSC), praised for its deep notes of dark sugar and smooth finish.
A Night to Remember
The after-party at Con Sofrito, created by Jimmy Rodriguez Jr. of Jimmy’s Bronx Café fame, was a night to remember. Guests enjoyed a variety of Sonrisa rum cocktails, from passionfruit coco coladas to guanabana mojitos. The weather and venue provided perfect island vibes, making it an ideal setting for the celebration.
Aiming for Greatness
Reflecting on the event and their mission, Malnik stated, “We’re going to be that breakout brand. Like what Patron did to tequila, we want to do to rum.” With a strong commitment to giving back and a passion for quality, Sonrisa is set to become a beloved name in the rum industry.
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