Will Smith Takes on Global Artistic Director Role at Dictador Luxury Rum
In a significant move blending Hollywood star power with premium spirits, Colombian luxury rum house Dictador has announced the appointment of Will Smith as its Global Artistic Director. This strategic partnership marks a bold new chapter for the brand as it seeks to deepen its cultural connections worldwide through creative storytelling and artistic collaboration.
A Creative Alliance Beyond Traditional Endorsement
More than a conventional celebrity endorsement, Smith's role represents a comprehensive creative alliance designed to shape how Dictador engages with global culture. As Global Artistic Director, the acclaimed actor and entertainer will bring his distinctive creative vision, energy, and passion to curating innovative brand experiences, fostering cross-disciplinary collaborations, and inviting artists from diverse mediums—including film, music, and visual arts—to participate in what Dictador describes as "the table" of cultural conversation.
"This isn't about endorsing a bottle," emphasized Will Smith in a statement about his new position. "It's about creating space. When I first met Mariusz and the Dictador team, I felt their respect for legacy and their fearless desire to tell important stories through art. Dictador doesn't just make rum—it creates culture. That's a table I wanted to sit at."
Foundations of a Transformative Partnership
Smith's connection with the brand began years earlier during a visit to Cartagena, Colombia, where the city's vibrant rhythm and cultural spirit left a lasting impression on the entertainer. Over subsequent years, Dictador continued to appear in meaningful contexts throughout Smith's life, eventually leading to substantive conversations with Mariusz Jawoszek, Dictador's visionary CEO.
Their dialogue, rooted in shared values of creativity, transformation, and disruption, established the foundation for this innovative partnership. Since becoming involved with the brand, Smith has immersed himself in Dictador's creative processes, participating in workshops, brainstorming sessions, and special projects including The Game Changer initiative.
Strategic Timing for Brand Growth
Smith joins Dictador at a pivotal moment as the brand enters a period of accelerated growth, particularly in the United States market. With distribution spanning 80 countries across five continents, Dictador continues to redefine what a premium spirits brand can represent in contemporary culture.
"Will embodies the same rebellious, dynamic spirit that defines Dictador," stated Mariusz Jawoszek, CEO of Dictador. "For over 110 years, our rum has been crafted in Colombia using time-honored methods. What evolves is how we tell our story. Today, it is managed by my Partner and Master Blender Hernan Parra. With Will, we are sharing our heritage through a new cultural lens—one that inspires, challenges, and resonates with a new generation."
Dictador's Legacy as an Art House Spirit
Recognized as the world's first "Art House Spirit," Dictador has consistently blurred boundaries between traditional craftsmanship and contemporary creativity. The brand's artistic collaborations include its Totem Collection created with indigenous artisans in Mexico and Colombia, alongside partnerships with renowned artists such as Richard Orlinski, Lalique, Mariusz Waras M-City, and Tomasz Górnicki.
Dictador has transformed rum into a medium for cultural expression while achieving historic milestones at Sotheby's auctions, where the brand set world records for both the most expensive rum bottle and cask ever sold.
Looking Toward Creative Exploration
Smith's appointment formalizes his role as a cultural host at Dictador's metaphorical table—bringing artists together, championing creative voices, and helping the brand continue to transcend conventional category expectations.
"After years in film, music, and storytelling, I was searching for a deeper creative exploration," Smith added. "Dictador's fearless fusion of art and craft found me at the right moment. Now, it's time to invite more artists into this family and see what we can create together."
This partnership represents a significant evolution in how luxury brands engage with cultural influencers, moving beyond traditional marketing approaches toward more substantive creative collaborations that resonate with contemporary audiences seeking authentic connections between premium products and artistic expression.
