We recently had the pleasure of sitting down with Emily Gosling Butlers, Global Brand Ambassador for Goslings Rum, and an 8th-generation member of the Gosling family business. Founded in 1806, Goslings is widely recognized as the oldest company in Bermuda, possibly the oldest family-run business in the spirits industry, and one of the longest-standing family-owned and operated businesses in the world.
Goslings has been an oakpool partner and client since 2024, and we are honoured to do our part in helping the 8th generation of the family steward this iconic heritage brand.
1. You grew up with this brand before you worked for it. What does it feel like to represent something your family has been building for over 200 years?
I feel incredibly fortunate that my role allows me to share the legacy of Goslings Rum. Even living on the West Coast of Canada, I stay connected to my home in Bermuda through the stories I tell about my family’s history and how the brand came to be. Joining the family business after earning my teaching degree was my way of giving back—and honouring my grandfather by helping keep the brand alive. I take that responsibility very seriously; it’s rare for a family business to span generations, and I want to ensure that generation nine has the opportunity to continue building Goslings well into the future.
2. What’s one thing about Goslings that you’d never let change?
Goslings Rum’s connection to Bermuda. Goslings is inextricably linked to the beautiful island that I’m so grateful to call home. Goslings Black Seal Rum is used in many traditions and the key ingredient in the Bermuda Fish Chowder, widely considered the Island’s national dish. Part of the justification for the Dark ‘n Stormy® trademark is to ensure that Bermudians would be able to enjoy an authentic Dark ‘n Stormy® no matter where they travelled to around the world. Ultimately, Goslings represents more than a spirit—it embodies Bermuda’s history and character. Each bottle tells a story of the island, keeping that connection alive wherever it’s poured.
3. The PGA Championship and Ryder Cup partnership feels like a natural next chapter for Goslings. What’s the story behind it?
Golf has long been an important part of my family. Both of my grandparents were passionate and accomplished players, and some of my earliest memories are of my Uncle Malcolm taking my cousin, Malcolm Jr., and me to Riddell’s Bay Golf & Country Club to practice after work. My mother, Nancy Gosling, is also an avid golfer. While I may not be as dedicated on the course as others in my family, I have a genuine appreciation for the game and hope to spend more time playing. Enjoying Goslings Black Seal Rum after a round is a natural extension of that experience, and golf has complemented our broader involvement in sport over the years. This includes partnerships with America’s Cup, US Sailing, and as the Official Rum of the Boston Red Sox. Golf, in particular, remains a true passion for Malcolm Sr. and Malcolm Jr., who are best positioned to speak to the history and evolution of the PGA Championship and Ryder Cup partnerships.
4. What’s a moment, a campaign, an event, a conversation with someone discovering the brand for the first time, that reminded you why this matters?
I am fortunate to be in a position, through my role as Global Brand Ambassador, to support and advocate for organizations and initiatives that hold deep personal significance. During COVID-19, I began working with the Leukemia & Lymphoma Society of Canada to develop and host virtual Goslings Rum cocktail masterclasses in support of their fundraising efforts. As an ovarian cancer survivor, leveraging my platform to raise funds, increase awareness, and advocate for patients and their families has been both meaningful and restorative. I was recently honoured to be named one of 30 Visionaries of the Year candidates across Canada, in recognition of my work with the organization over the past five years. It has been particularly rewarding to see the hospitality industry come together in support of this cause through Goslings-focused initiatives. Most recently, I hosted a masterclass at Legacy Liquor Store, with all proceeds directed to my fundraising campaign. Witnessing guests engage with the brand for the first time—while contributing to meaningful support for patients and their families, underscored the impact these efforts can have.
5. What do you wish more people understood about Goslings that they don’t get from just seeing the bottle?
At its core, Goslings Rum is truly a family business. It is exceptionally rare for a company to span eight generations, and I am incredibly proud to be part of that legacy. I am surrounded by deeply passionate people—many of whom I have known my entire life. My younger sister, Victoria, now sits at the same desk my grandfather once did; I still remember sitting across from him there as a child, drawing while he worked. To now see her helping lead our generation is special, and honestly something that’s hard to put into words.
oakpool is proud to be Goslings’ agency of record, managing the brand’s web presence, social media, PR, and digital advertising. Learn more about the brand at Goslings.com or follow them on Instagram to keep up with this 220+ year old Bermudian family business.
