Noel Distillery owners Natalie Noel and her father Chip Noel look over a vat of sugar cane mash and yeast as it starts the fermenting process on Friday, Dec. 1, 2023, in Donaldsonville, Louisiana.
Step inside the Noel Distillery in Donaldsonville and you’ll smell the sweet, funky scent of cane juice fermenting and see Natalie Noel, her father Frank, sister, and aunt hard at work checking temperatures on the still, bottling rum and attaching labels.
This is a small but growing family operation, and one of only a handful of rum distilleries in Louisiana.
“We live in one of the largest sugar cane producing areas of the world. Why are we not making more rum?” said 68-year-old Frank “Chip” Noel.
Frank, a retired pilot who developed a passion for cigars and rum during his frequent trips to the Caribbean, eventually took up distilling as a post-retirement hobby.
According to Natalie Noel, Frank’s daughter and business partner, her father’s whole life has revolved around new hobbies. She mentioned taxidermy, woodworking, and golf as some of his special interests. True to form, he didn’t just stop at enjoying rum, he wanted to take it a step further.
Natalie had a well-rounded education; she played basketball at the University of Louisiana at Lafayette where she obtained a degree in marketing. She later pursued her MBA at LSU. When she saw her father’s growing interest in rum, she believed it held potential for a more serious business venture.
Frank constructed his own still while Natalie and the rest of the family carried out the necessary paperwork to incorporate a business; this was their Christmas gift to him. It’s six years later now, and the Noel Distillery is officially open for business.
Natalie expresses her passion for creating a space where people can enjoy a fine cocktail. In establishing the distillery, she saw an opportunity to create a legacy for her children while working closely with her father. They enjoy a close friendship besides their business partnership.
In spite of Louisiana being one of the world’s leading sugar cane producers, only a few local distilleries produce rum. The initial costs for setting up a distillery are burdensome. Expensive fermenters and bottling machinery are necessary for operation, and the Noels have moved up from their handmade still. Besides, a substantial amount of regulatory paperwork is needed.
The Noel Distillery’s still was pictured on Friday, December 1, 2023, situated in Donaldsonville, Louisiana.
According to Natalie Noel, the hurdles preventing entry into this industry are extremely high.
While Louisiana boasts a strong affinity for daiquiris, rum doesn’t necessarily take the top spot as the spirit of choice for most people. Instead, Vodka enjoys the title of the most sought-after spirit in the U.S, with tequila marginally closing this gap in the recent past, reports the Distilled Spirits Council of the U.S.
The Noels intend to overturn this preference. The prevalent perception of rum among Americans is that of a sweet or spiced beverage. This is because a large percentage of rum sales in the U.S. involves rum produced using molasses or those that are mixed into sweet beverages.
However, “rhum agricole”, a French phrase referring to rum directly crafted from sugar cane juice, evokes a grassy, and herbal palate. Furthermore, aged rum, a variant that the Noels are currently crafting, can deliver an experience akin to drinking whiskey.
“We want to be synonymous with flavor and fun,” declared Natalie Noel. “Louisiana is brimming with spirit, culture, diversity, and flair. Tito’s has cemented its place across all festivals in Louisiana, but I want to highlight that local offerings can stand out and be exceptional,” she exclaimed.
Gas bubbles subtly appear in a container filled with sugar cane pulp and yeast, signalling the commencement of the fermentation process at the Noel Distillery, observed on Friday, Dec. 1, 2023, located in Donaldsonville, Louisiana.
The Noels are diligently crafting an agricole rum that they optimistically plan to launch in the summer of 2024. With deep-seated roots in farming, Frank was raised on a sugar cane farm and his cousin stands as one of the largest sugar cane producers within the state, establishing a solid connection with the mill that is the source for their juice.
“The entire process of fermenting this muddy juice is quite involved,” he discloses.
In producing first-rate rum, sweet, fresh juice proves integral. Being a raw element, sugar cane juice commences fermentation without delay. Frank Noel employs a method of ensuring it remains cool for a slower fermentation, which he believes is vital for drawing out the ultimate flavor.
That, along with his unique mixture of yeast.
After the fermentation process, the liquid is shifted into a distillation apparatus and reduced down to an alcoholic content of 45%. Ten gallons of the initial juice yields roughly 75 to 80 rum bottles.
The next step could either be its direct consumption or aging. The Noels are currently producing a rum variant which is aged for three years, apart from their regular agricole rum.
As there was a delay in the production of rum from Louisiana cane, the distillery this year is marketing a version produced from Central American molasses. It is given a final touch in barrels that previously stored tequila, infusing it with a distinctive agave flavor. Natalie Noel suggests it tastes excellent in mixed drinks containing banana, mint, and other tropical elements.
Noel Distillery also has a vodka made from corn twice distilled, a pickle vodka, and a tequila.
Several different spirits from the Noel Distillery line a shelve on Friday, Dec. 1, 2023, in Donaldsonville, Louisiana.
The tequila recently won a gold medal at the New York International Spirits Competition.
The hardest part of the business so far, Natalie Noel said, has been trying to change human drinking behavior.
“To escape the bustling marketplace and proclaim ‘we are here!’” she stated. “Individuals are often reluctant to experiment with new things or doubt the goodness of quality.”
Karen Kliebert affixes the seal to a bottle of Noel Distillery vodka on the very Friday, 1st of December, 2023, in the charming town of Donaldsonville, Louisiana. Kliebert takes pride as one of the Noel family matriarchs, with the Donaldsonville distillery being a family endeavour.
As for the present time, the spirits can be purchased at Calandro’s, Hocus Pocus, and various other retailers, alongside Bengal Tap, Mother’s, Uncle Earl’s and a handful of other Baton Rouge bars. The Noels have recently entered into a contract with the substantial Southern Glazer’s Wine and Spirits, a widespread distribution firm they hold hopes for in terms of broadcasting their Louisiana rum.
Those who are intrigued and considering a journey to Donaldsonville have the option to explore the distillery from the morning hours of 9 a.m. to the afternoon of 3 p.m. from Monday to Friday, embark on a tour with a fee of $12 and try out all the four spirits at the cost of $8. Tours can be organised on Saturdays upon request, and the distillery is also available for hosting Christmas bashes and other festive events.
Email Rebecca Holland at rebecca.holland@theadvocate.com or follow her on Twitter, @_rebeccaholland.
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