Brand History

Velier is a renowned brand synonymous with excellence in the realm of premium spirits, particularly rum. Established with a commitment to sourcing and showcasing the finest spirits from around the world, Velier has carved a distinguished niche in the industry for its uncompromising dedication to quality, authenticity, and innovation.


Since its inception, Velier has been driven by a passion for uncovering exceptional rums that embody the unique terroir, tradition, and craftsmanship of their places of origin. Founded by Luca Gargano in Genoa, Italy, in 1947, Velier initially specialized in importing wines and spirits. However, it wasn't until the late 1980s, under Gargano's leadership, that Velier began to focus primarily on rum, a decision that would prove transformative for the brand.


Over the years, Velier has become renowned for its meticulous selection process, partnering with select distilleries across the Caribbean and beyond to curate a portfolio of extraordinary rums. From the lush sugarcane fields of Jamaica to the rugged terrain of Haiti, each Velier expression tells a story of its origins, reflecting the rich diversity of rum production techniques and flavor profiles found across the globe.


What sets Velier apart is its unwavering commitment to authenticity and transparency. The brand has pioneered the concept of "full-proof" rum, bottling its spirits without dilution or additives to preserve the integrity of the original distillate. This dedication to purity has earned Velier a loyal following among connoisseurs and collectors who seek out its limited-edition releases for their unparalleled depth and complexity.


Beyond its exceptional products, Velier is also celebrated for its contributions to rum culture and education. Through tastings, seminars, and publications, the brand seeks to elevate the appreciation of rum as a sophisticated and multifaceted spirit, worthy of exploration and discovery.


Today, Velier continues to push the boundaries of rum excellence, pushing the limits of aging, blending, and innovation to create spirits that captivate the senses and inspire passion among enthusiasts worldwide. With each bottle bearing the Velier name, drinkers can expect nothing less than the pinnacle of craftsmanship and taste, a testament to the brand's enduring legacy of quality and refinement.