Dictador Names Will Smith as Global Artistic Director, Marking a Bold New Chapter for the Luxury Rum House
MIKOÓW, Poland, Jan. 29, 2026 (GLOBE NEWSWIRE) -- Dictador, Colombias iconic luxury rum house, announces the appointment of Will Smith as Global Artistic Director, signaling a defining new chapter in the brands evolution at the intersection of art, storytelling, and fine rum.
More than a traditional brand partnership, Smiths role represents a creative alliance designed to shape how Dictador connects with culture worldwide. As Global Artistic Director, Smith will bring his creative vision, energy, and passion to curating bold brand moments, fostering intimate cross-disciplinary collaborations, and inviting artists from across mediumsfilm, music, visual art, and beyondto gather around what Dictador calls the table.
This isnt about endorsing a bottle, said Will Smith. Its 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 doesnt just make rumit creates culture. Thats a table I wanted to sit at.
Smiths journey with the brand began years earlier in Cartagena, where the rhythm of the cityand the spirit born thereleft a lasting impression. Over time, Dictador continued to appear in places meaningful to him, eventually leading to conversations with Mariusz Jawoszek, Dictadors visionary CEO. Their dialoguerooted in creativity, transformation, and disruptionlaid the foundation for this partnership.
Once involved, Smith immersed himself fully in the brand, participating in workshops, creative brainstorms, and special projects such as The Game Changer. Now, as Dictador enters a period of accelerated growthparticularly in the United StatesSmith joins at a pivotal moment.
Will embodies the same rebellious, dynamic spirit that defines Dictador, said 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 lensone that inspires, challenges, and resonates with a new generation.
Today, the brand is distributed across 80 countries on five continents, while continuing to redefine what a spirits brand can be.
Recognized as the worlds first Art House Spirit, Dictador has long blurred the boundaries between craftsmanship and creativity. From its Totem Collectioncreated with indigenous artisans in Mexico and Colombiato collaborations with artists such as Richard Orlinski, Lalique, Mariusz Waras M-City and Tomasz Górnicki, Dictador transforms rum into a medium for cultural expression. The brand has also made history at Sothebys, achieving world records for both the most expensive rum bottle and cask ever sold.
Smiths appointment formalizes his role as a host at the tablebringing artists together, championing creative voices, and helping Dictador continue to transcend category conventions.
After years in film, music, and storytelling, I was searching for a deeper creative exploration, Smith added. Dictadors fearless fusion of art and craft found me at the right moment. Now, its time to invite more artists into this family and see what we can create together.
Together, Dictador and Will Smith aim to break molds, reinvent expectations, and change the gameushering in a new era where luxury rum becomes a living platform for art, culture, and connection.
Dictadors portfolio is available through the brands official online stores, with us.dictador.com serving customers in the United States and dictador.com for Europe.
Media pack with visuals for distribution: https://we.tl/t-YTHGUASG7n
For interviews with Dictadors executives or to learn more about the brands collectible offerings, contact:
PR & Digital Marketing Manager
Natalie Grzyb natalie@dictador.com
About Dictador @the_dictador
Dictador is the ultimate Arthouse Spirit brand with a dynamic and rebellious spirit. Built on Colombian heritage, Dictador has an appreciation for the past while striving to positively impact the future. Dictador has a highly innovative, new line of product initiatives under their Art Distilled platform, highlighting collaborations with artists like Lalique, Vhils, Richard Orlinski, Tomasz Gornicki and The M-City Golden Cities bottle program to produce the first $1bn collection of leading fine art pieces. Dictadors social responsibility is to support, nurture, and protect art and its place in the natural world through initiatives like the Totem tribal art series or the worlds first graffiti Art Masters installation in the Colombian jungle. https://dictador.com/ & https://us.dictador.com/
Photos accompanying this announcement are available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/21102f6b-5efb-4612-b0e3-083290a94844
https://www.globenewswire.com/NewsRoom/AttachmentNg/466c82e5-a083-49d6-90e9-de5611d8b9ab
Will Smith with Dictador in Poland
Will Smith, Dictadors Global Artistic Director, taking part in the brands launch activities in Poland.
Will Smith at Dictador HQ
Will Smith, Dictadors Global Artistic Director, reviewing creative materials at the brands headquarters as part of ongoing strategic development.
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