As reported by the Bronx Times, hundreds of partygoers filled the air with vibrant sounds of salsa, reggaeton, and freestyle music at Con Sofrito's Puerto Rican Day parade after-party on Sunday, June 9th. The energized crowd, adorned in red, white, and blue, enjoyed complimentary food and drinks while celebrating the launch of Sonrisa, the latest Puerto Rican rum in collaboration with Joseph Cartagena, commonly known to Hip-Hop fans around the world as Fat Joe.
"Every bottle that's sold, a dollar goes back to mom-and-pop businesses," Fat Joe emphasized to the Bronx Times, underscoring the company's commitment to supporting Puerto Rico through Sonrisa rum.
In an effort to contribute to the island's recovery, Sonrisa, which means “smile” in Spanish, rolled out "From Puerto Rico, For Puerto Rico," a program that allocates one dollar from each bottle sold to aid the people of Puerto Rico, particularly small business owners who continue to grapple with the aftermath of Hurricane Maria in 2017.
Shareef Malnik, co-founder and co-CEO of Sonrisa, expressed concern for Puerto Rico's resilience, characterizing the island as "our sister city" and stressing the necessity of assisting its inhabitants. “They are our forgotten American brothers and sisters in Puerto Rico that no one is caring about.” He vowed, "We’re going to donate millions of dollars to those people along with our partners," a commitment echoed by co-founder and co-CEO Jae Goodman and esteemed collaborators such as MLB catcher Martin Maldonado, singer Yandel, and Fat Joe.
Highlighting the significance of their partnerships, Malnik asserted, "They are all our partners. They’re not celebrity endorsers."
Notably, Puerto Rico is a major contributor to rum consumption in the U.S., with Sonrisa poised to join the ranks alongside renowned brands such as Bacardi and Ron del Barrilito. Chief Marketing Officer Orlando Baeza disclosed that Sonrisa's distillery remains undisclosed, further adding to the allure of the brand. The rum, available in three distinctive styles, has already garnered accolades including a gold medal at the 2024 San Francisco World Spirits Competition (SFWSC).
Conveniently located on Commerce Avenue near Westchester Square, Con Sofrito, founded by Jimmy Rodriguez Jr. of Jimmy’s Bronx Café, has become a notable hotspot frequented by celebrities and political figures. Fat Joe and an array of guests gathered at the venue to introduce Puerto Rico's latest rum, immersing themselves in the festivities characterized by spirited flag-waving and coconut-infused celebration.
"We’re going to be that breakout brand, like what Patron did to tequila, we want to do to rum," Malnik confidently stated, hinting at Sonrisa's aspirations for widespread recognition in the spirits industry.