Unicorn Campaign: Kuleana Rum Works with Steve Jefferson

In this episode of Unicorn Campaigns, we dive deep with Steve, co-founder of Kuleana Rum Works, on how a sailing trip through the Caribbean turned into a mission to redefine what rum could be. We explore how a sip of agricole rum led Steve and his wife back to Hawaii to start a distillery rooted in heritage, excellence, and responsibility.

Steve unpacks how hard choices lead to an easier life and how that principle shapes every decision at Kuleana, from farming heirloom sugarcane to creating additive-free spirits. We discuss:

• Why most rum is made with flavors and colors—and how Kuleana does it differently

• The cultural philosophy of kuleana and how it shapes the company’s values

• How to win in a crowded market by building something truly world-class

• Why “additive-free” is the future macro-category in spirits

• How long-term thinking, reciprocity, and honoring land can scale to billion-dollar businesses

Whether you’re a founder, a marketer, or a lover of craft spirits, this episode will expand your thinking on business, branding, and doing good while doing well.

🌺 Visit: kuleanarum.com 📍 Distillery & farm: Big Island, Hawaii 🍹 Bar & restaurant: Kuleana Rum Shack