James McPherson of JimmyRum: From Marine Engineer to Australia’s Rum Pioneer — Visiting 70 Distilleries, Scaling to 11,000 Bottles a Year, Eyeing Global Exports and Building a Thriving Mornington Peninsula Community. (Episode 7 - James McPherson)

In this episode of The Distillers Institute Podcast, host Anne Gigney interviews James McPherson, founder of JimmyRum, shares his remarkable journey from marine engineer to one of Australia’s leading rum makers. He talks about visiting 70 distilleries across the world before launching his brand, building a thriving distillery and venue in Mornington Peninsula, and producing over 11,000 bottles annually. James opens up about his passion for reshaping Australia’s rum culture, his export ambitions, and how he’s fostering community through craftsmanship. He also reveals the challenges of scaling, educating consumers, and navigating excise hurdles. This inspiring chat uncovers the grit, creativity, and vision behind JimmyRum’s success.

A glimpse into the questions Anne posed to James McPherson:

1. Thinking back about 10 years or so, tell us about how your idea of JimmyRum came about?
   
   James McPherson shared that the idea for JimmyRum began in jest, when he was working as a marine engineer in Singapore and facing redundancy. Tired of people asking what he’d do next, he jokingly said he’d make rum — but the thought stuck. One night, while in a cheap hotel in Western Australia, he realized there were craft beers everywhere but almost no craft spirits in Australia. That sparked his curiosity, and after researching, he discovered it was possible to make rum locally. What began in jest soon turned into a passion, leading to the birth of JimmyRum.
   
   
2. Tell us about that road trip — you visited 70 distilleries around the world; what did you learn from it?
   
   James McPherson explained that his road trip covered 70 distilleries across three months, starting in Tasmania, then through Perth, North America, the Caribbean, and Europe. He explored everything from tiny 100-litre setups to massive column still operations, learning firsthand what worked and what didn’t. Its an approach we share at The Distillers Institute, and the experience taught him the importance of community, sharing knowledge, and designing a distillery with scalability in mind. He also discovered how open and passionate distillers were worldwide, which inspired him to bring that same energy to Australia. That journey, he said, was the foundation of what JimmyRum became.
   
   
3. What did you have to do to educate the market and consumers about rum in Australia?
   
   James said educating the Australian market about rum was one of his toughest but most rewarding challenges. When he started, most people only knew commercial brands like Bundaberg or Bacardi, so he had to show that rum could be premium, diverse, and world-class. He focused on tastings, events, and direct conversations — often turning skeptics into fans one glass at a time. His goal was to shift perceptions and help people discover that there’s a rum style for everyone. As he put it, “You don’t like rum — you just haven’t found the right one yet.”
   
   
4. How did you decide on the size, scale, and setup of your distillery and equipment?
   
   James McPherson shared that the decision on JimmyRum’s size, scale, and setup came from observing other distillers during his travels. He noticed many started small and quickly hit production limits, unable to grow without major reinvestment. Determined not to repeat that, he planned for long-term growth from day one — choosing a larger still, a spacious site on the Mornington Peninsula, and infrastructure that could handle future expansion. His rule was simple: buy the biggest still you can afford, design for the next decade, and ensure your facility can evolve. This forward-thinking approach became a core strength of JimmyRum’s success.
   
   
5. Has the excise cap changed how you plan and run your business?
   
   James McPherson explained that the excise cap has had a major impact on how he plans for growth. He said once a distillery exceeds the rebate limit, it faces a “valley of darkness,” where the sudden jump in excise payments can cripple cash flow. To prepare, he’s focused on scaling quickly through exports — since exported spirits aren’t subject to excise or GST — and improving efficiency to manage rising costs. He believes small distilleries must sprint through that difficult phase with solid financial planning, or they won’t survive beyond five years purely on bottle sales.
   
   
6. What’s been your greatest challenge in this journey so far?
   
   James McPherson said his biggest challenge has been maintaining mental resilience and balance through the ups and downs of running a distillery. He quoted Steve Jobs, saying passion is vital because “any sane person would give up after five minutes.” Between financial pressure, regulations, and constant problem-solving, he’s learned that grit, adaptability, and the right mindset are essential. He also emphasized not doing it alone — having partners, support, and people to share the emotional load makes all the difference.
   
   
7. In three to five years, what will JimmyRum look like when we come back to visit?
   
   James McPherson painted an exciting vision for JimmyRum’s future. In the next few years, he plans to have a new 15-metre still installed as a glass-walled centerpiece, a second level added to the venue for events and live music, and expanded barrel houses and fermenters to support large-scale production. He aims for JimmyRum’s white cane spirit from the continuous still to be available in bars nationwide and for the brand to become Australia’s go-to alternative to mainstream rums. His long-term dream? Turning JimmyRum into a destination distillery — a must-visit experience like the great rum estates of the Caribbean.

Quotable quotes from our special The Distillers Institute podcast guest:

What started as a joke about making rum became the best decision of my life — James McPherson

If you’re building a distillery, buy the biggest still you can afford and plan for ten years, not one — James McPherson

Passion keeps you going when logic says you should’ve given up long ago — James McPherson

I don’t just want to make rum, I want to change how Australia thinks about rum — James McPherson

We’re not just building a distillery, we’re building a community that grows together — James McPherson

Scaling a small distillery isn’t about luck, it’s about grit, planning and a lot of sleepless nights — James McPherson

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