Covering the people, the place, the pivotal moments, the distinct liquid style and the personality.
The accounts and statements in this site form the timeless DNA of the Cruzan brand. These truths shape the brand and help to define its future direction.
DOWNLOAD
THE DECK
MOMENTS
THE STORY OF CRUZAN
Shaped by two local families over the last 100 years, Cruzan is a rum that could only come from the Virgin Islands.
Known for its smooth, pure character and clean taste, it is a rarity in the world of rum and a central part of Crucian gatherings and good times.
As a company, Cruzan embodies community spirit, keeping its people happy and giving back to the island that makes it what it is. Loved locally with historic ties to where it is made, it’s a rum worthy of a name that means ‘of St. Croix.’
This site outlines the history of the Cruzan brand, the personality and celebrated stories, and the distinguishing characteristics of the liquid itself.
Known for its smooth, pure character and clean taste, it is a rarity in the world of rum and a central part of Crucian gatherings and good times.
As a company, Cruzan embodies community spirit, keeping its people happy and giving back to the island that makes it what it is. Loved locally with historic ties to where it is made, it’s a rum worthy of a name that means ‘of St. Croix.’
This site outlines the history of the Cruzan brand, the personality and celebrated stories, and the distinguishing characteristics of the liquid itself.
Cruzan Timeline
1910
Malcolm Skeoch buys the historic Diamond Estate in Prince’s Quarter, St Croix.
1928
HURRICANE
The Diamond Distillery is partially destroyed by a hurricane, a disaster compounded by the Great Depression.
1934
Prohibition ends and the distillery produces its first bottle of Cruzan rum. Malcolm and his son Gordon worked hard to repair the distillery in the lead up to this.
1940 - 1950
Pot still distillation is replaced with continuous distillation, creating the pure, clean character Cruzan is to become known for.
1982
Donald Nelthropp becomes President of Cruzan Rum.
2007
Gary Nelthropp becomes President of Cruzan Rum.
2008
The company is acquired by Beam Inc.
2018
The Island Spirit Fund is set up to help victims of Hurricane Maria.
Stories
THE SPIRIT OF ST. CROIX
ROOTED IN ESTATE DIAMOND
From the day he purchased Estate Diamond in 1910, Malcolm Skeoch set the story of Cruzan in motion. Over the last 100+ years, the estate has seen its share of good and tough times and has been expanded and improved upon by the hands of all those who joined the Cruzan family. Today it still sits at the heart of our operations, nestled in the center of St Croix. It is a place we are proud to call home.
ISLAND SPIRIT FUND
Proof of our resilient spirit and honoring Gordon Skeoch’s legacy of advancing our Islands, we set up the Island Spirit Fund to provide relief from Hurricane Maria and any that may follow. It is a founding principle of our company that place comes before profit, and we know that community, collaboration, and hope will ensure a brighter future for all.
GENERATIONS OF FAMILY
The Nelthropps and Skeochs have historic ties to the island and represent its multicultural origins, being a mix of Danish, Scottish, and English. Since the beginning of our company, descendants of these families have been crucial in creating the Cruzan we know today. Even now when you visit the distillery, you don’t have to look too far to find a Nelthropp or a Skeoch hard at work.
‘People are happy to work here. Generation after generation has followed in their forefathers’ footsteps. We have that here.’
Donald Nelthropp Sr.
People
THE SKEOCH AND THE NELTHROPP FAMILY
THE FOUNDER'S DREAM - THE SPIRIT OF ST CROIX AND HER PEOPLE
‘Never do anything to hurt the Virgin Islands. If you have to choose between the good of the company and that of the Virgin Islands, always put the Islands first.’
A STORY OF TWO FAMILIES
Putting the Islands first through community and cooperation.
Skeoch: The Founding Family
Scotch Origin rooted in St Croix from 1800s
The Founding Father
Scotch Origin rooted in St Croix from 1800s. Malcolm Skeoch, first bought the estate that would become the distillery.
The Visionary Son
Gordon Skeoch, built the distillery with his father and introduced the continuous still. The founder and visionary of the brand and the house style.
Nelthropp: The Stewards of the Brand
The Guiding Brothers
Cedric and Donald Nelthropp, worked and ran the distillery for many years.
The Full Family
Gary, Karen & Donald Nelthropp Jr., took on various crucial roles within the company.
MALCOLM MELCHIOR SKEOCH
THE FOUNDING FATHER
The son of a Scottish plantation overseer, Malcolm Skeoch was raised in St Croix and spent his early life managing various estates throughout the islands.
In 1910, he purchased the Diamond Estate to serve as his family’s home and produce sugar and molasses. When he bought it, it was bankrupt with its windmill and boiling house in a state of dilapidation.
Over the years, Malcolm repaired the estate but when he suffered a heart attack, his 15-year-old son Gordon returned from his schooling in Antigua to help him and the family.
Anticipating the end of prohibition, Malcolm and Gordon worked to get the distillery up and running and in 1934, when the 21st amendment was signed, they were ready to roll out the first batch of Cruzan rum. The rest is history.
In 1910, he purchased the Diamond Estate to serve as his family’s home and produce sugar and molasses. When he bought it, it was bankrupt with its windmill and boiling house in a state of dilapidation.
Over the years, Malcolm repaired the estate but when he suffered a heart attack, his 15-year-old son Gordon returned from his schooling in Antigua to help him and the family.
Anticipating the end of prohibition, Malcolm and Gordon worked to get the distillery up and running and in 1934, when the 21st amendment was signed, they were ready to roll out the first batch of Cruzan rum. The rest is history.
GORDON SKEOCH
THE VISIONARY SON
Having worked on his father’s estate for so many years, Gordon was the clear choice to carry on his work, leading the newly formed St Croix Sugar Cane Industries for most of its duration.
Under his leadership, the company enjoyed many upgrades, both in terms of its profitability and the liquid is produced. He would often travel to the US along with Cedric Nelthropp to promote Cruzan, making it a key market for the business. At the same time, he implemented continuous distillation in a move away from pot stills, which is what gives Curzan its unique character today.
In 1950 Gordon left for two years to become the president of the Virgin Island Corporation, a role dedicated to the welfare of the Islands. It was facilitated by the government to revitalize the economy and help the Islands progress as a nation.
His smart, generous, and forward-thinking character saw him lead the company as a president and key board member under its various names and structures until 1976. Gordon was known and remembered for his immense love of his Islands.
Under his leadership, the company enjoyed many upgrades, both in terms of its profitability and the liquid is produced. He would often travel to the US along with Cedric Nelthropp to promote Cruzan, making it a key market for the business. At the same time, he implemented continuous distillation in a move away from pot stills, which is what gives Curzan its unique character today.
In 1950 Gordon left for two years to become the president of the Virgin Island Corporation, a role dedicated to the welfare of the Islands. It was facilitated by the government to revitalize the economy and help the Islands progress as a nation.
His smart, generous, and forward-thinking character saw him lead the company as a president and key board member under its various names and structures until 1976. Gordon was known and remembered for his immense love of his Islands.
‘Gordon always told us “never do anything to hurt the Virgin Islands. If you have to choose between the good of the company and that of the Virgin Islands, always put the Islands first.”’
Donald Nelthropp
CEDRIC ‘CEDDIE’ NELTHROPP
THE GUIDING BROTHERS
In 1950, Cedric Nelthropp was employed by Malcolm Skeoch for his expertise in sugar and molasses production and the distillation of rum. Impressing everyone with his hands-on approach (he would fix and build a lot of the estate’s infrastructure himself) as well as his business acumen, he quickly became a central figure in the running of the company.
Working closely with Gordon Skeoch, Ceddie was key in installing and running the new continuous distillation columns which came to define the Cruzan style. Very much a doer, most of his projects were completed using internal resources – he knew what it took to keep a business running on such a small island, being of a family that had lived there since the 18th century.
In 1964, Ceddie became president of the company, succeeding Gordon. During his time in this role, he began expanding the physical plan at Diamond distillery with the ambition of increasing production. Working on the ground alongside his workforce, Ceddie’s hands-on leadership style was recognized as highly effective in getting the best out of his workers.
Ceddie served as president until 1982 when he passed the reins over to his brother, Donald Nelthropp Sr.
Working closely with Gordon Skeoch, Ceddie was key in installing and running the new continuous distillation columns which came to define the Cruzan style. Very much a doer, most of his projects were completed using internal resources – he knew what it took to keep a business running on such a small island, being of a family that had lived there since the 18th century.
In 1964, Ceddie became president of the company, succeeding Gordon. During his time in this role, he began expanding the physical plan at Diamond distillery with the ambition of increasing production. Working on the ground alongside his workforce, Ceddie’s hands-on leadership style was recognized as highly effective in getting the best out of his workers.
Ceddie served as president until 1982 when he passed the reins over to his brother, Donald Nelthropp Sr.
DONALD ‘HARDY’ NELTHROPP
THE GUIDING BROTHERS
The youngest of 6 brothers and 2 sisters, Donald Nelthropp’s fascination with rum production began as a small boy when he watched cane being crushed in the Estate Diamond mill. His path would eventually lead him back to that very same estate, as following his graduation from the University of Portland as an engineer, he was hired by Gordon Skeoch to work in the distillery.
Honourable, straightforward, and great at dealing with people, Hardy was an expert negotiator with a natural understanding of distillation. He always made the most of what was available to him and used his engineering prowess to ensure all space on the plant was utilized properly. He built the rack houses, made sure they were optimized to hold as many barrels as possible, and constantly worked with Ceddie to weld, build and maintain the distillery.
In 1982, Donald became president of Cruzan, succeeding his older brother. During his 25-year tenure, the company grew exponentially, going from producing 3.4 million gallons of rum in 1982 to 8.5 million gallons at the end of 2007 – contributing significantly to the economic growth of the Virgin Islands.
In 2007, Donald Nelthropp Sr. retired having worked for over 70 years, leaving the next generation of Nelthropps in charge of the company. In 2009, he received the Virgin Islands medal of honour for his contributions to the Virgin Island community.
Honourable, straightforward, and great at dealing with people, Hardy was an expert negotiator with a natural understanding of distillation. He always made the most of what was available to him and used his engineering prowess to ensure all space on the plant was utilized properly. He built the rack houses, made sure they were optimized to hold as many barrels as possible, and constantly worked with Ceddie to weld, build and maintain the distillery.
In 1982, Donald became president of Cruzan, succeeding his older brother. During his 25-year tenure, the company grew exponentially, going from producing 3.4 million gallons of rum in 1982 to 8.5 million gallons at the end of 2007 – contributing significantly to the economic growth of the Virgin Islands.
In 2007, Donald Nelthropp Sr. retired having worked for over 70 years, leaving the next generation of Nelthropps in charge of the company. In 2009, he received the Virgin Islands medal of honour for his contributions to the Virgin Island community.
‘You are ideally suited for the position, due to your training, experience, disposition, love of St. Croix and Crucian knowledge, habits and background.’
Gordon Skeoch on hiring Donald
GARY, KAREN & DONALD NELTHROPP JR.
THE FULL FAMILY
GARY NELTHROPP
Tennis pro and real estate developer on the island, Gary originally had no plans to join the family business. However, he started working at the distillery after Hurricane Hugo hit St. Croix in 1989, hired to settle the hurricane claim for the estate. This turned into full-time employment and in 2007 he succeeded his father as president of the company.
KAREN NELTHROPP
Karen runs the legacy tours and the guest pavilion. She has a major passion for what she does and is known for her energy and enthusiasm. Over the years, Karen and her team have converted thousands of visitors to Cruzan Rum. She is the only true Crucian amongst the three since she was born on St. Croix, whereas Donnie and Gary were both born in Portland, Oregon near where their father studied engineering and met their mother.
DONALD NELTHROPP JR.
Born with a great nose for rum, Donnie worked at the distillery for over 40 years. Starting in the plant, he worked his way up to VP, taking on many key roles along the way: he ran the lab testing, maintenance department for the whole plant, and was Master Blender for the barreling and shipping department. Having worked at Cruzan since finishing school, Donnie retired at the end of 2019.
Place
ST CROIX
ST CROIX
With a name that means ‘Holy Cross,’ ours is a picturesque island with a history of rum-making that goes back centuries. Famous for its scenery (Columbus himself once stopped on his travels to enjoy its beauty), St Croix has traded owners many times over the years, each nation bringing its own piece of our island’s rich culture.
However, it was the Danish who first truly put St Croix on the map, using its tropical climate for cane production and establishing it as an economy. Driven by the ever-increasing demand for sugar back in Europe, hundreds of plantations sprung up across the Islands, controlled by the English, Spanish, French, Portuguese, and Dutch.
When it comes to the Caribbean, where there is sugar, there is rum. And St Croix and her sister islands are where rum, as we know it today, came to be.
However, it was the Danish who first truly put St Croix on the map, using its tropical climate for cane production and establishing it as an economy. Driven by the ever-increasing demand for sugar back in Europe, hundreds of plantations sprung up across the Islands, controlled by the English, Spanish, French, Portuguese, and Dutch.
When it comes to the Caribbean, where there is sugar, there is rum. And St Croix and her sister islands are where rum, as we know it today, came to be.
ESTATE DIAMOND
THE VISIONARY SON
Estate Diamond, also known as ‘Big Diamond,’ dates back to 1760 when the island of St. Croix was under Danish rule. The beautiful 450 acres that housed the Estate feature their own sugar cane fields as well as a Great House which was known locally as the Diamond House, a village to accommodate all the workers of the estate, and a boiling house with a still. When Malcolm Skeoch took over the estate, much of its acreage was being used for raising livestock.
The Diamond Estate, and the Cruzan Rum Distillery within it, sit at the heart of the island. Remnants of old sugar mills are still visible around the distillery, and although the site is more than 250 years old, the distillery has all the latest rum-making technology.
Cruzan Rum is one of only two rum distilleries in the Virgin Islands, and it is also the oldest industrial company in the Islands.
The Diamond Estate, and the Cruzan Rum Distillery within it, sit at the heart of the island. Remnants of old sugar mills are still visible around the distillery, and although the site is more than 250 years old, the distillery has all the latest rum-making technology.
Cruzan Rum is one of only two rum distilleries in the Virgin Islands, and it is also the oldest industrial company in the Islands.
Liquid
HOUSE STYLE LIQUID
HOUSE STYLE Liquid
A ‘Smooth Clean Rum’: Without any bite that is the Spirit of St Croix, Virgin Islands ‘Cruzan’.
Cruzan Rum touts a smoothness and purity that is rare among rums, achieved by removing fusaloils in the liquid.Using molasses and baker’s yeast to form the basis for the fermentation process.
The magic of Cruzan is all in the distillation process:
Five Column Stills, Continuous Distillation and Aging in used Bourbon oak barrels to develop the one-of-a-kind rum.
A SMOOTH, CLEAN RUM WITHOUT BITE OR BURN.
Experience
THE FIRST SIP
SMOOTH CLEAN RUM.
TO BE ENJOYED TOGETHER.
Due to its pure, smooth character, Cruzan tastes great on the rocks while bringing life to any cocktail or mixer.
It’s perhaps for this reason that St Croix’s signature cocktail is called ‘The Cruzan Confusion.’ We’d love to share the recipe but every bar on the island does it differently, however two things always stay the same: Cruzan is the main ingredient, and it tastes best when enjoyed with company.
It’s perhaps for this reason that St Croix’s signature cocktail is called ‘The Cruzan Confusion.’ We’d love to share the recipe but every bar on the island does it differently, however two things always stay the same: Cruzan is the main ingredient, and it tastes best when enjoyed with company.
Personality
Personality & Behavior
OF AND FOR THE PEOPLE OF ST CROIX
WE ARE …
Due to its pure, smooth character, Cruzan tastes great on the rocks while bringing life to any cocktail or mixer.
It’s perhaps for this reason that St Croix’s signature cocktail is called ‘The Cruzan Confusion.’ We’d love to share the recipe but every bar on the island does it differently, however two things always stay the same: Cruzan is the main ingredient, and it tastes best when enjoyed with company.
Due to its pure, smooth character, Cruzan tastes great on the rocks while bringing life to any cocktail or mixer.
It’s perhaps for this reason that St Croix’s signature cocktail is called ‘The Cruzan Confusion.’ We’d love to share the recipe but every bar on the island does it differently, however two things always stay the same: Cruzan is the main ingredient, and it tastes best when enjoyed with company.
VIBRANT
Embodying the life and colour of our island.
NURTURING
Hands-on in our rum making and the welfare of the Islands and their communities.
OPTIMISTIC
Committed, resilient, and always looking to the future.
