The Sublime: at the heart of business

Do you know the arranged rum? Arranged rum is a rum preparation in which various ingredients such as leaves, fruits, seeds, bark or sweets have macerated. Little known on Quebec soil, Édouard Verhaeghe, founder of Le Sublime , has made it his mission to democratize it by marketing artisanal and easy-to-use preparations for arranged rum.

How would you describe your business in one sentence?

The Sublime, these are preparations for natural, artisanal and original arranged rum.

Who are you? Why did you choose this field?

I am Édouard, a Frenchman who moved to Montreal in January 2020 to complete a master's degree in renewable energy engineering at the École de technologie supérieure (ETS) and who finally launched into entrepreneurship!

Edouard, founder of Le Sublime

I fell into entrepreneurship by chance. Originally from the north of France, I have often traveled to the French West Indies, the archipelago of origin of arranged rum. In the region of France where I come from, arrangé rum is a very popular product, which is consumed regularly. When I arrived in Montreal, I quickly noticed that it didn't exist. So I started making it at home, for myself, and to show it to my friends. One thing leading to another, my arranged rum ended up in the hands of retailers, who showed interest. After two or three phone calls, I decided to embark on this adventure and create Le Sublime.

What was the trigger that pushed you to go into business?

I decided to go into business above all to have fun and discover new things. I am lucky to have many entrepreneurs around me, family and friends. Deep down I always knew I wanted to be my own boss and have my own business.

What is the most memorable moment in your career as an entrepreneur?

There are two key moments in my career as an entrepreneur. First of all, I will always remember the contact with my first “real” customers (people who don't know me). It was in the winter of 2021, during the Christmas market at the Jean Talon market. I had a small booth there where people could discover and taste the product for the first time. It was also a first for me as an exhibitor in a market and I loved the experience and the close bond that is created with people.

More recently, in April, I took part in SIAL, the largest food innovation show in North America, with my distributor who had a bar section there. I had the chance to pitch my product during a competition with MAPAQ representatives. A most enriching professional experience.

What motivates you at work right now?

What motivates me the most in my work is the recognition of the clientele. Knowing that people like my products and the pleasure of making people discover something that people don't know.

What's your next project?

Several new recipes are in development. Le Sublime has a regular range of 8 recipes, to which are added seasonal novelties. For the holidays, we are offering a tasting box, which includes two bottles of arranged rum and two tasting glasses. For 2023, I have a desire to grow the business further, open more stores and expand the team.

Looking back, would you have done anything differently?

When you're an entrepreneur, everything moves so fast that it's hard to sit down and take a step back. I am very satisfied with how the company's development is going so far. If I had one thing to do differently, it would be to put even more energy into making everything go even faster!

What advice would you give to someone just starting out?

Do not be too greedy from the start. You have to work hard and with conviction for a long time before you see the fruits of your labor. Passion remains the most important and it must remain at the center of your projects.

What is your wildest dream with the company?

May every Quebecer have a bottle of Le Sublime arranged rum at home!

Jokes aside, I would love to be able to combine my two passions. I am a graduate in renewable energy and passionate about rum. I dream of building a rum distillery powered by 100% renewable energy.

What has entrepreneurship taught you?

Entrepreneurship taught me to keep my cool no matter what problems I encountered. Then, solving problems and managing a business allows you to put your personal life into perspective.

Le Sublime products are available on our online store and in store. Come try them! Thanks to Édouard for his collaboration and his time to answer our questions!