Margaret Kerr-Jarrett and Emunah Winer, both residents of Eastmoor and co-founders of Nihilo Creative Agency, have launched a new rum brand called Esther Rum, named after the biblical figure Queen Esther. The duo has spent years working in the spirits industry, having previously helped create Casa Malka Tequila. They recognized a gap in the rum market, with a noticeable boom in other spirit categories, and decided to change that.

The idea for Esther Rum originated just before its public debut on January 31, 2026, at the Wonderball event held at the Columbus Museum of Art. Their goal is to transform people’s perceptions of rum; they want to ensure that when someone tries their product, they associate it with high quality, comparable to tequila. Kerr-Jarrett recounted how her own understanding of rum changed after her marriage into a Jamaican family, which opened her eyes to the spirit’s potential beyond typical college associations.

The brand stands out not only due to its unique name but also its distinct packaging, which features a green cap and easily visible logo. This design choice aims for instant recognition, making Esther Rum a memorable choice at bars and stores. Additionally, a secondary logo featuring a lion reveals a hidden message when the bottle is flipped, inviting consumers to engage with the product on a personal level.

Despite working with a smaller budget than previous projects, the duo remains focused on creativity. They have utilized funding from ECDI, which supports small businesses, to kick-start their venture. Esther Rum can be found at various stores in Ohio, including Arena Wine and Spirits and Giant Eagle’s Grandview Market District, and is available for online purchase at drinkesther.com.

Kerr-Jarrett expressed a passion for building a brand that embraces joy and connection among consumers, encouraging them to enjoy the product in a relaxed, fun atmosphere rather than taking it too seriously.