Imagine working hard to create something, only to be forced to wait five or more years to see if it was actually worthwhile.

It’s a feeling Ryan Passmore and Blaire Newland have had to get used to.

The incredibly patient pair are Australia’s youngest rum distillers, behind West Australian brand Canefire.

Ryan, 32 and Blaire, 29 teamed up a few years ago – determined to break the mould that considered rum a craft for only well off retirees and established brands.

For Ryan, the rum business ran in the family – he took over the reigns from his father four years ago.

“I’ve been working in the industry since I was legally allowed to. When my parents opened up this place ten years ago they needed someone to open up the bar,” he said.

View photos It's a waiting game for a rum distiller, many of these barrels won't be ready for at least 5 years. Photo: Supplied More

“I was never locked into thinking I would be a distiller for the rest of my life… It’s where the dial landed”.

“Four years ago I took over full time and Blaire came a year or two after – it was a bit of a mess,” he said.

In the beginning, as an 18-year-old behind the bar, he said he found it difficult to convince veteran rum drinkers to try something new.

“We were the pioneers of boutique liquor. I wasn’t taken seriously when we first started,” he said.

But age isn’t the only hurdle both Ryan and Blaire have had to face.

They’ve also found it difficult to break the public’s perception of rum.

“There’s a lot of social stigma, it has a bit of a reputation for being ‘fight juice’ and ‘a blokes drink, a lot of that stems from one demographic and one product,” Ryan said.

View photos Ryan and Blaire can be found at The Great Northern Distillery in WA. Photo: Natasha Christian More

Compared to other rums targeted at partygoers, Canefire is considered more of a drink for ‘relaxers’ – it’s not made with molasses and has less sugar than other brands. It also doesn’t have the sickly smell that can be off putting to some.

“If you see someone drinking in a chair and relaxing they’re probably drinking our rum,” Ryan said.

Despite this Canefire remains a rare find in Western Australia, yet to crack the Australian liquor market.

It’s found at the Great Northern Distillery in the Swan Valley, just outside of Perth, and can be bought in a few local pubs.

“Australia’s idea of rum is limited. Bundy rum has shaped the mentality of what rum is, but when you look on a global scale it’s far more diverse,” Blaire said.

“We want to challenge Australia’s perception of rum.

Story continues