The Spirit of Excellence: Eric Winter and the Rise of Palm Republic Rum
When we think of Eric Winter, many of us might picture him as a familiar face from ABC’s The Rookie. But Eric’s talents and passions go beyond the screen—he’s now making waves in a different industry as the co-founder of Palm Republic Rum, a premium spirit that’s already won accolades and loyal fans.
In a recent interview with Britt Hysen on the Face the Future podcast, Eric opened up about his personal journey, how his relationship with his wife, actress Roselyn Sanchez, introduced him to the world of rum, and how his entrepreneurial aspirations are rooted in authenticity and passion, not just celebrity status.
From Hollywood to Rum: A Unique Journey
Eric Winter’s career has been anything but linear. From acting and producing to cohosting a podcast, the journey to becoming an entrepreneur with Palm Republic Rum was a natural progression influenced heavily by his personal life.
Eric admits that rum was never on his radar until he met his wife, Roselyn Sanchez. He recalls how meeting her family in Puerto Rico was his introduction to rum culture: “I was not a rum drinker at all. It was never my drink… But I went to visit my now in-laws for the first time in Puerto Rico, and rum is their bourbon and whiskey. That’s our household spirit, essentially,” Eric says. It was there that he had his first taste of aged rum and fell in love with the spirit, setting the stage for the creation of Palm Republic.
What struck him the most was the difference between the sugary rums he was familiar with in the U.S., like Captain Morgan, and the sophisticated, rich flavors of the Caribbean rum he experienced with his father-in-law. “I was like, wow, this is a really good spirit,” Eric recalls, noting how that single moment opened his eyes to the potential of rum as a premium beverage, far from the overly sweetened, mass-market versions most Americans know. This newfound appreciation ignited a passion that would eventually drive Eric to create a brand that honored the authenticity of Caribbean rum while modernizing its appeal for a broader, discerning audience.
Eric’s journey is a testament to how personal connections can spark inspiration. His relationship with Roselyn not only opened his eyes to rum but also gave him a unique perspective on the cultural importance of the spirit in Puerto Rico. He laughingly reflects on the subtle nod to Puerto Rico in the brand’s name: “PR, Palm Republic, it all kind of ties in,” he says, hinting at the cultural homage he aims to pay with the brand.
Building the Brand: Authenticity and Involvement
Unlike many celebrity-endorsed products where the star’s involvement begins and ends with slapping their face on the packaging, Eric is deeply invested in the creation and growth of the product. He notes, “I wanted to be very hands-on from the beginning. I wanted to build a brand, learn how to build a spirits brand.”
Eric’s approach stands out because, while his fame may draw initial attention to the brand, he emphasizes that the rum itself is the star. “I really think the consumer deserves a great product. And if there happens to be a celebrity involved, so be it.”
His commitment to quality and authenticity runs deep. One of the early challenges he faced was navigating the intricate three-tier distribution system in the spirits industry—a process he hadn’t anticipated. “The spirits industry is so different than any other business I’ve been a part of,” he admits. “You have to start with a distillery, go to a distributor, and then it can go beyond that. You can’t just sell out of your garage.”
His hands-on approach extended to developing the actual rum. Working closely with a master distiller, Eric was involved in every tasting and decision about the flavor profile, proof, and aging process. The Palm Republic line features a blend of rums from Panama, Jamaica, and the U.S. Virgin Islands, creating a complex flavor profile that appeals to both casual drinkers and connoisseurs.
Eric explains, “A lot of people, when they taste our rum for the first time, they go, ‘Wow, that’s not rum. That tastes more like a bourbon or a whiskey.’” This was intentional. Eric and his team sought to challenge preconceived notions of rum, making it a more versatile and sophisticated spirit.
The Challenges of the Spirits Industry
Despite his excitement and passion, Eric quickly learned that starting a spirits business comes with its own set of challenges. “There’s a lot of cash involved. It’s a very old-school, handshake type business,” Eric remarks. The hurdles don’t stop at production—navigating distribution, securing partnerships, and ensuring smooth launches are all part of the learning curve.
Even with meticulous planning, issues arose. “We were delayed out the gate when we launched by almost two weeks,” Eric recalls. “I was stressed. My face is on this, and we can’t have a bottle delay or an issue with the cork.” Yet, despite the hiccups, the brand has been well-received, even winning a gold medal at the prestigious San Francisco Spirits Competition.
Throughout the process, Eric Winter has had to embrace one particular virtue—patience. “You would think after 20 years in [the entertainment] business as an actor, I would have developed that gift of patience. And I definitely have not,” he admits. The parallel between acting and entrepreneurship is clear: success takes time, and there’s no shortcut to building something meaningful.
Marketing Strategy: Educating the Consumer
One of the most significant challenges Palm Republic Rum faces is re-educating consumers about rum. In the U.S., rum is often associated with sugary cocktails, but Eric wants to shift the narrative. “We really had this motto out the gate: we want to get away from pirates, we want to get away from maps, dark, dusty bottles. That look and feel… it’s not modern, or premium-looking,” Eric explains.
To build this new image, Eric and his team are focusing on clean, simple ingredients and classic cocktails. “On our website, you’ll see a bunch of different recipes for cocktails. The classic Cuban daiquiri, for example, it’s just lime, rum, and simple syrup,” Eric says. The goal is to show that rum can be enjoyed in a sophisticated way, much like premium bourbons or tequilas.
Eric is also leaning into his and Roselyn’s unique dynamic on their podcast, He Said, Ella Dijo, to help market the brand. While Roselyn doesn’t drink, she’s fully supportive of Eric’s venture, and the playful banter between the two helps bring a personal touch to the brand’s marketing.
Eric Winter And The Future of Palm Republic Rum
As the spirit continues to grow, Eric has big plans for the future. Expanding into new markets, both in the U.S. and internationally, is a priority. He’s also excited about the potential for more experiential marketing, including food pairings and even trips to the Caribbean for a first-hand look at rum-making. “There’s just a really unique opportunity right now to showcase rum in a way that hasn’t been experienced yet,” he says.
For Eric, the goal isn’t just to build a successful brand—it’s to create something meaningful that connects people. “I like to think we might be sold by the time my kids grow up, but I want to leave a legacy of bringing people together in a different way,” he reflects.
Elevating Culture With Tradition
Eric Winter’s journey from Hollywood actor to rum entrepreneur is a testament to his versatility and passion. With Palm Republic Rum, he’s not only building a brand but also changing the way people think about rum. His hands-on approach, commitment to authenticity, and focus on educating consumers are what set Eric’s rum apart from the many celebrity-endorsed spirits on the market. As Eric continues to balance his acting career with his entrepreneurial ventures, one thing is clear—he’s here to make his mark in the world of spirits, one bottle at a time.
Be sure to listen to the full interview with Eric Winter on Millennial’s Face The Future podcast on Spotify.