Some of the best things in life happen by accident. That’s exactly how Reif Rum came to be—born out of a pandemic pastime that turned into a full-fledged spirits brand.
David Reif, a Brick, NJ native and fourth-generation entrepreneur with a background in the apparel industry, never imagined he’d be running a rum company. But when COVID hit, businesses shut down (which directly impacted his uniform business), and he, like many of us, found himself at home drinking. Tequila had run its course, and he and his wife, Kelly, started exploring other options. Enter rum.
The DIY Experiment That Started It All
Scrolling through Instagram during lockdown, David saw an ad for a $35 oak barrel designed for aging spirits at home. With nothing to lose, he and his wife bought one and started experimenting with different rum blends, aging and flavoring them to create something smoother, more complex, and genuinely enjoyable to sip straight. After 37 different iterations, they nailed the perfect recipe.
At first, it was just a fun hobby—something to share with friends. But as lockdowns lifted and David started traveling for work, he took along small bottles to share with customers. The reaction? Overwhelmingly positive. Even whiskey drinkers were surprised at how smooth and rich it was. That’s when the light bulb went off—maybe this could be something bigger.
Turning a Passion Project Into a Business
David did what any good entrepreneur does—he researched the industry. A deep dive led him to a consultant who had previously helped some very big celebrities in the spirits world. A late-night email turned into a pivotal phone call, during which the consultant spent 45 minutes explaining all the reasons why getting into the spirits industry would be nearly impossible.
Challenge accepted.
Instead of feeling discouraged, David saw it as a roadmap to success. The next step? Finding a distiller who would make the rum his way—not the industry-standard way. After an extensive search, he partnered with a distillery in Florida, the top rum-selling state in the country. Then came the daunting task of navigating the complex web of liquor laws across different states.
Reif Rum officially launched in Florida, New Jersey, New York, and South Carolina, with a grassroots approach—focusing on small distributors, self-marketing, and building a local presence in each market.
A Game-Changing Partnership with the Tampa Bay Lightning
One of the biggest breaks came unexpectedly. A Tampa Bay Lightning employee happened to try Reif Rum at a bar and loved it. The next thing David knew, he was in discussions to become the NHL team’s official partner.
Now, Reif Rum is served in all 36 bars inside the Lightning’s arena and has exclusive branding rights within a 75-mile radius. More than just visibility, the partnership signaled to the industry that Reif Rum wasn’t a fly-by-night operation—it was here to stay.
The Road Ahead: Owning the Backyard Market
Unlike many startup liquor brands that try to go national too quickly, Reif Rum is taking a different approach. The goal? To own the states they’re already in before expanding further. New Jersey is a key focus—especially the Jersey Shore, where the market mirrors Florida’s beachy, laid-back, rum-friendly culture.
Currently, Reif Rum is in around 15 liquor stores across New Jersey, including four Total Wine locations and several stores in Brick, Cherry Hill, and Western Jersey. The plan is simple: Get more bottles into more hands because the proof (literally) is in the pour.
What Makes Reif Rum Different?
So, what sets Reif Rum apart from your typical store-bought options?
- Smoother, richer flavor – Unlike mass-produced rums, Reif Rum is crafted for sipping, not just mixing.
- No artificial flavors, no excess sugar – It’s real rum, made the right way.
- Crafted by passion, not big corporations – This isn’t a celebrity-backed brand cashing in on a trend. It’s a grassroots, hands-on, quality-driven product.
- Women-led and operated – While David might be the face of the brand, the majority of Reif Rum’s ownership and operations are run by women.
Try It Yourself: A Reif Rum Cocktail Recipe
Want to taste the magic for yourself? Here’s a simple and delicious Reif Rum cocktail to try at home:
Reif Luau Rum
Ingredients
- 3 oz Reif Rum
- 3 oz Pineapple Juice
- 3 oz Orange Juice
- Sprite
- Blue Curação
Add the Reif Rum, Pineapple Juice, and Orange. Pour the Mix into a Hurricane Glass over Ice. Top it with Sprite and Float Blue Curação. Garnish with Pineapple or Orange Slices and a Cocktail Umbrella
Where to Find Reif Rum
Reif Rum is currently available at select liquor stores across Florida, New Jersey, New York, and South Carolina. In New Jersey, the growing list of restaurants where you can find Reif Rum includes B2 Bistro + Bar, Sinner’s Steakhouse, and Reds Lobster Pot, all in Point Pleasant Beach. Check out the Where to Find page on their website for more options.
Follow them on social media (@Reif_Rum) for updates on new locations and events.
Cheers to the accidental spirit that’s shaking up the rum world, one sip at a time!
