Our Heritage

At Don Q, our Heritage shows up at the Destilería Serrallés every single day.

Our company legacy is a living force that drives our constant quest to perfect the art of distillation. It is the collective wisdom passed down through six generations of the Serrallés family in over 150 years of crafting rum.

Our commitment to the people and techniques that define Don Q have made us the #1 rum in the Land of Rum: Puerto Rico. Now available in the US, we’re confident you’ll enjoy our steadfast devotion to the excellence of Don Q.

Visionaries and Innovators
Don Juan Serralles

Don Juan Serrallés

Don Juan vastly expanded the family sugarcane business and founded the Serrallés Rum tradition. Using a pot still he imported from France, he produced the first casks of rum sold under the Serrallés name. He also founded the town of Mercedita, named for his wife, Mercedes. Don Juan laid the foundation for not only the Serrallés legacy, but for Puerto Rico becoming the world leader in rum production.

Felix Serralles

Felix J. Serrallés, Jr.

The current President and CEO of Destilería Serrallés, Felix Serrallés has used his tenure to consolidate and expand the family business through significant investment and modernization. Under his guidance, Don Q has returned to the US after a decades-long hiatus, expanded its range of products, and has adopted environment-friendly production methods.

Our Rum Journey
  • c. 1820
    Heritage Timeline

    Juan Sebastian Serrallés arrives from Spain and settles in Ponce, Puerto Rico. Soon after, he founds the Hacienda Teresa, a sugar cane plantation, and starts a family in Ponce.

  • 1861

    Don Juan Serrallés, the son of Juan Sebastian, founds the Hacienda Mercedita, a sugar cane plantation named for his wife, Mercedes.

    Heritage Timeline
  • 1865

    Juan Serrallés produces his first casks of rum using a copper pot still imported from France. Also during this year, he makes his first sale—the Serrallés rum tradition begins.

  • 1898
    Heritage Timeline

    A provision in The Treaty of Paris of 1898 grants the Serrallés family exclusive rights to the Río Inabón. This river winds through Puerto Rico’s volcanic mountains, and is the exclusive water source for Don Q Rum.

  • Early 1930s
    Heritage Timeline

    Don Juan Serrallés’ son, Juan Eugenio Serrallés completes the construction of Castillo Serrallés on a hill overlooking Ponce. The estate serves as the family headquarters for 70 years.

  • 1933

    Prohibition ends in the United States, including Puerto Rico. Party Time!

    Heritage Timeline
  • 1934
    Heritage Timeline

    The Don Q brand is launched for the general marketplace. The Brand is named for Don Quixote, the famous literary character from the family’s favorite novel. Just as Don Quixote represents the search for a perfect world, Don Q signifies the family’s quest for perfection in rum.

  • 1935
    Heritage Timeline

    A new, large-scale distillery featuring modern equipment is built at Mercedita. The company continues to expand under Juan Eugenio Serrallés.

  • 1940s - 1960s

    Uncle Tito rents an entire island, “Isla Caja de Muertos” off the coast of Ponce. Here, he hosts notorious and fabulous parties featuring his own rum label, “Uncle Tito’s Pirate Rum.”

    Heritage Timeline
  • 1954
    Heritage Timeline

    Ramon “Monchito” Marrero creates the Piña Colada using Don Q Rum. As the head bartender at the world-famous Beachcomber Bar in San Juan, he wows the 1950s Jet Set with this original cocktail.

  • 1978

    Don Q Cristal is introduced. The pure, light, and delectable character of Don Q Cristal makes it ideal for a wide range of refreshing cocktails, such as the Don Q Mojito.

  • 1981
    Heritage Timeline

    Felix J. Serrallés Jr. assumes leadership of the Destilería Serrallés and begins a period of sustained growth and innovation that continues today.

  • 1985

    Serrallés, Inc. acquires Puerto Rican Distillers, Inc., greatly expanding its range of brands.

    Heritage Timeline
  • 1998
    Heritage Timeline

    Don Q introduces its first flavored rum, Don Q Limón, and immediately begins receiving awards for quality.

    Don Q Flavors

  • 2001
    Heritage Timeline

    The Castillo Serrallés is sold to the City of Ponce for just a nominal fee, and now serves the public as a museum and cultural venue.

  • 2004

    Roberto Serrallés joins the family company after completing his PhD in Environmental Sciences. He applies his expertise to create the innovative waste reclamation process that makes Don Q one of the greenest spirits producers in the world.

    Don Q’s Sustainability

  • 2006

    The Don Q brand is
    re-launched in the USA.

    Heritage Timeline
  • 2006 - 2008

    Don Q Rums rack up numerous awards at international competitions.

    Our Awards

    Heritage Timeline
  • 2009
    Heritage Timeline

    Don Q launches LadyData on Don Q.com. Gentlemen everywhere elevate their wisdom about the Ladies.