La Saga du Rhum

What La Saga du Rhum does

La Saga du Rhum is the only museum in the world dedicated entirely to the rums of Réunion Island. Operated by the Société d'Exploitation du Musée du Rhum de La Réunion (a private SAS with €2,050,000 share capital, RCS Saint-Pierre-de-La-Réunion), the museum is located at the historic Maison Isautier distillery site in Saint-Pierre, southern Réunion, founded in 1845 and now in its seventh generation of family ownership. Inaugurated in 2008 as a collaborative initiative of the three Réunion distilleries (Isautier, Savanna, and Rivière du Mât), it presents 300 years of Réunionese rum history through a 7-sequence immersive visitor pathway redesigned in April 2025. The museum ranks as the second-largest tourist attraction in Saint-Pierre and holds the Tourism & Handicap label across all four disability categories — a first in Réunion, originally awarded in 2012 and renewed in 2025.

The core product is a guided 75-minute tour ending in a commented tasting of white rums and liqueurs, with optional aged-rum (+€3) and exceptional-aged-rum (+€8) upgrades. The offering is extended through higher-margin add-on experiences (arranged rum workshops at €25 per person, aged rum and chocolate pairing, masterclasses with the Maison Isautier cellar master), French Sign Language tours via the DOWE partnership, school programs, a rolling program of free temporary art exhibitions inaugurated in 2025, and annual cultural events including Nuit des Musées and a 3-year partnership with the Sakifo Musik Festival. A separate on-site boutique sells curated Réunion rums (white, aged, limited editions, prestige gift sets), arranged rums, liqueurs, Creole pantry products, and accessories, accessible independently of museum admission. Pricing tiers include €12 adult, €9 reduced (students, children 10-18, seniors 65+, disabled visitors, groups of 10+), €8 Réunion residents, and a €16 annual loyalty card providing unlimited access.

The business model is a hybrid of destination admission and direct retail. Revenue is generated through on-site and online ticket sales (via OVH-hosted platform resa.sagadurhum.fr), retail in the boutique, paid workshops and special experiences, and the loyalty subscription. Customers are predominantly individual tourists to southern Réunion, with secondary segments of local residents (loyalty and resident-rate), school groups, accessibility-focused visitors, and rum enthusiasts/connoisseurs. The technology stack is purely commercial SaaS — Webflow for the website, OVH for booking, Typeform for inquiries, Google Analytics 4 for measurement, Axeptio for consent, Elfsight and Trustindex for social/review display — with no proprietary technology and no AI/ML capability relevant to the core offering. The underlying competitive positioning rests on content depth (sole dedicated Réunion rum archive), first-mover regulatory status (Tourism & Handicap), and ecosystem backing from the island's three founding distilleries, anchored to the Isautier group's broader industrial footprint, including the new Bérive agricultural distillery created in 2024.

Name

La Saga du Rhum

Legal name

Société d'Exploitation du Musée du Rhum de La Réunion

Website

https://sagadurhum.fr

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

La Saga du Rhum is the only museum in the world dedicated entirely to Réunion Island rums, located at the historic Maison Isautier distillery in Saint-Pierre. It serves tourists, residents, school groups, and accessibility-focused visitors through guided tours, tastings, workshops, and a curated on-site boutique.

Ownership category

akta.pro rank

Product category

Cultural Tourism and Spirits Heritage Museum

NAICS

Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF)

akta.pro secondary industry

Distilleries (Tasting Rooms) (THAFALAG)

Keywords

• Rum museum
• Cultural tourism
• Spirit tasting experiences
• Heritage attractions
• Artisanal rum retail

Headquarters

HQ city

Saint-Pierre

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Museum admission and guided tours: Revenue from ticket sales for guided museum tours with rum tasting. Standard admission includes white rum and liqueur tasting. Premium add-ons offer aged rums and exceptional aged rums at additional cost. School group visits, visits for La Réunion residents, and discounted rates for children, students, seniors, and groups generate tiered revenue.
2. Boutique retail sales: On-site boutique sells a curated selection of Reunionese rums (white, aged, limited editions, prestige gift sets), arranged rums, liqueurs, rum accessories, Creole pantry products (coffee, tea, vanilla, sugar, spices), and gift items. Operates as a modern, independent retail space with its own entrance, open to museum visitors and the general public.
3. Workshops and special experiences: Special ticketed experiences including arranged rum workshops (25€ per person), aged rum and chocolate pairing workshops, and masterclasses with the Maison Isautier cellar master. These premium experiences are reservation-only and generate incremental per-attendee revenue.
4. Loyalty card membership: Annual loyalty card sold for 16€ providing unlimited museum access for one year plus reduced-rate admission for accompanying guests. Generates upfront recurring revenue from repeat visitors and local residents.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

La Saga du Rhum is a destination rum museum in Saint-Pierre, La Réunion — the only museum in the world exclusively dedicated to the rums of Réunion Island. It sells guided tours covering 300 years of Reunionese rum heritage with commented rum tasting, premium paid workshops (arranged rum creation, aged rum and chocolate pairing), an on-site boutique retailing curated rums and Creole products, French Sign Language accessible tours, school group programming, and a 16€ annual loyalty card. It operates a newly renovated 7-sequence immersive parcours (April 2025) at the historic Maison Isautier distillery site.

Product overview

La Saga du Rhum is a rum museum (musée du rhum) in Saint-Pierre, La Réunion — the only museum dedicated entirely to the rums of Réunion Island. The offering is centered on the core guided museum tour with 7 thematic sequences covering 300 years of rum history, culture, and production, which concludes with a commented tasting of white rums and liqueurs (extended premium tastings of aged rums available as add-ons). The museum is complemented by a boutique selling curated Réunion rums and Creole products, temporary art exhibitions in a dedicated space (inaugurated 2025), educational school tours, French Sign Language tours, and special events including the Nuit des musées and Sakifo Musik Festival partnership. Additional paid experiences include the Visite-atelier rhum arrangé (rum arrangement workshop) and Atelier rhum vieux et chocolat (aged rum and chocolate pairing). Entry to the boutique is independent of museum access; the loyalty card provides unlimited annual access.

Differentiator

Problem solved

Functional benefit

Products and services

• Guided museum tour with rum tasting (Visite guidée) 1h15 guided tour of the museum's 7 thematic sequences covering 300 years of Reunionese rum history, culture, and production methods, concluding with a commented tasting of white rums and liqueurs. Adult €12, reduced €9, residents €8, free under 10. Ticket sales close at 17:00.
• Self-guided museum tour (Visite libre) Self-paced museum exploration following a synthetic route highlighting key moments in Reunionese rum history, available without reservation subject to capacity.
• Arranged rum workshop (Visite-atelier rhum arrangé) Guided museum tour followed by a hands-on workshop where participants create their own personalized arranged rum to take home. Duration 1h30, reservation required, priced at €25 per person.
• Aged rum and chocolate pairing workshop (Atelier rhum vieux et chocolat) Workshop teaching the art of pairing aged rum with chocolate, conducted in partnership with Les Cabosses ailées. Single-session ticketed experience.
• French Sign Language guided tour (Visite en LSF) Guided tour conducted in French Sign Language by a deaf mediator, offered in partnership with DOWE association. Duration ~1h30, priced at €9, requires 72-hour advance reservation.
• School group tours (Visites scolaires) Guided tours adapted for school groups from primary to high school, with different thematic options based on grade level. Reservation required via phone or contact form; falls under the group reduced rate (€9 per visitor for groups of 10+).
• La Boutique (Museum shop) On-site retail store offering a curated selection of Reunionese rums (white rums, aged rums, limited editions, prestige gift sets), arranged rums and liqueurs, rum accessories, and Creole pantry products (coffee, tea, vanilla, sugar, spices). Independently accessible without museum entry.
• Annual loyalty card (Carte de fidélité) Annual loyalty card priced at €16 providing unlimited museum access for one year plus reduced admission rates for accompanying visitors. Generates recurring revenue from repeat visitors and residents.
• Premium aged rum tasting upgrade (Option dégustation rhums vieux) Premium add-on tasting options extending the standard white rum and liqueur tasting: aged rums upgrade (+€3) and exceptional aged rums upgrade (+€8), offered in addition to the base visit ticket.
• Immersive 7-sequence museum parcours (Nouveau parcours repensé) Renovated immersive museum experience featuring a new 7-sequence scenographic pathway covering 300 years of Reunionese rum heritage, replacing the previous parcours with new interactive storytelling and exhibits.
• Temporary exhibition space (Espace d'exposition temporaire) Dedicated temporary exhibition space on the museum's facade hosting rotating exhibitions of local Reunionese artists, instruments, and cultural themes. Free entry, independently accessible without museum admission.

Quantifiable outcome

• The museum is the second-ranked tourist attraction in Saint-Pierre, La Réunion

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Sakifo Musik FestivalcoreGTM or Marketing PartnerGroupe ISAUTIER entered into a 3-year partnership with the Sakifo Musik Festival, a major cultural event in La Réunion. La Saga du Rhum offers festival-goers a discounted admission rate of 7€ (vs. 12€ standard) during the festival period (2–21 June 2026). The partnership reflects Groupe ISAUTIER's commitment to supporting local culture and territorial outreach.
• Alambik FestivalminorGTM or Marketing PartnerLa Saga du Rhum is a partner of the first edition of the Alambik Festival, organized by La Réunion des rhums. The museum hosts cocktail workshops, a masterclass with Maison Isautier cellar master Marie Ferrand, and reduced-rate museum visits (7€) during the festival (5–6 December 2025).
• Association DOWEcoreStrategic or Co-development PartnerAssociation DOWE provides deaf mediators who lead French Sign Language (LSF) guided tours at La Saga du Rhum. Tours are 1h30 in duration, priced at 9€, require 72h advance reservation, and form the accessibility program for deaf and hard-of-hearing visitors. The museum's accessibility contacts (Yannick and Nathalie) coordinate these visits.
• Les Cabosses ailéesminorStrategic or Co-development PartnerPartnership with Les Cabosses ailées for the aged rum and chocolate pairing workshop (Atelier Rhum Vieux et chocolat), held on 8 April 2026 at the museum. Combines rum education with local artisanal chocolate.
• Maison IsautiercoreOthersMaison Isautier (Rhums & Punchs Isautier, President) is the founding entity behind La Saga du Rhum. The museum is established at the historic Isautier distillery site (founded 1845, seven generations of the Isautier family). The museum opened in 2008 as a collaborative initiative of the three Réunionese distilleries including Isautier. In 2025, Maison Isautier celebrated its 180th anniversary. The Groupe ISAUTIER holds a 3-year partnership with Sakifo Musik Festival.
• Distillerie SavannacoreOthersDistillerie Savanna (founded 1870, Saint-Paul; relocated to Saint-André in 1992; owned by the Réunionnaise du Rhum group since 2012) was one of the three founding distilleries of La Saga du Rhum in 2008, alongside Isautier and Rivière du Mât.
• Distillerie Rivière du MâtcoreOthersDistillerie Rivière du Mât (founded 1886 at Rivière-du-Mât; moved to Saint-Benoît in 1984; subsidiary of Groupe La Martiniquaise since 2012) was one of the three founding distilleries of La Saga du Rhum in 2008, alongside Isautier and Savanna.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Distillerie Damoiseau: Guadeloupean rum distillery operating visitor tours and tastings at Le Moule. Comparable as a French-Caribbean rum distillery offering tourism experiences alongside production, with tastings and on-site retail.
• Appleton Estate: Jamaican rum estate (J. Wray & Nephew) operating heritage distillery tours and tastings. Comparable as a single-origin rum brand hosting paying visitor experiences combining estate history and rum tasting in a destination setting.
• Angostura Museum: Heritage spirits museum attached to the House of Angostura in Trinidad, covering the history of Angostura bitters and rums. Comparable as a producer-sponsored cultural museum dedicated to a specific spirit/heritage category with tastings and retail.
• Havana Club Museum (Museo del Ron Havana Club): Distillery-anchored museum dedicated to Cuban rum (Havana Club), located at the Havana Club distillery in San José de la Lajas. Closest direct analogue: dedicated rum museum inside a working distillery with guided tours and tastings — the same product/experience model La Saga du Rhum operates.
• St. Nicholas Abbey: Heritage plantation site in Barbados offering rum distillery tours, tastings and a small museum of plantation-era history. Directly comparable as a Caribbean rum-tourism destination combining heritage building, museum narrative and rum production.
• Distillerie Rhum J.M: Martinican rum distillery in Macouba that operates visitor tours of its working estate with tastings. Comparable as a French-Caribbean/Indian-Ocean rum distillery experience combining heritage narrative and on-site tasting against an agricultural-terroir backdrop.

Regional players

• Kelonia - Observatoire des tortues marines: Marine turtle observatory and tourist attraction in La Réunion. Comparable as a destination attraction on the same island that competes for the same tourist visit and dwell time as cultural/educational venues.
• Maison de la Vanille (Bourbon Vanilla Museum): Vanilla-themed heritage/educational attraction in La Réunion. Comparable as another local terroir-themed cultural venue competing for cultural tourists interested in Réunionese agricultural heritage beyond rum.
• Maison de la Canne à Sucre (Sugar Cane Museum): Local sugar/heritage museum in La Réunion (same island as La Saga du Rhum). Comparable as a domestic heritage museum on the same island targeting overlapping cultural visitors with adjacent agricultural themes.

Broad incumbents

• Cité du Vin (Bordeaux): Major wine-themed cultural venue in Bordeaux operating immersive exhibitions, tastings and a wine bar. Comparable as a larger, established single-category beverage heritage/experience venue with a ticketed museum model that informs the operational benchmark for spirits-themed museums like La Saga du Rhum.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sagadurhumofficiel
• LinkedInlinkedin.com/company/sagadurhum
• Instagraminstagram.com/lasagadurhum

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about La Saga du Rhum