From a family sugarcane farm in the KwaZulu-Natal Midlands to an award-winning craft distillery, Sugar Baron brought a distinctive agricultural story to the 2026 Royal Show, earning the inaugural Royal Pavilion Floating Trophy for the Best Commercial Display in the Farmer's Weekly Royal Pavilion.
Sugar Baron Craft Distillery, founded by Brad and Marisa O'Neill on Seafield Farm near Richmond, was named the first recipient of the Royal Pavilion Floating Trophy at the 2026 Royal Show, held at Tweedie Hall in Howick from 7 to 11 October.
The new award recognises the best commercial display in the Farmer's Weekly Royal Pavilion, which brought together premium exhibitors, artisan producers and distinctive South African products for the Show's 175th anniversary.
Sugar Baron's exhibition made an immediate visual impression. Drawing on the character of the distillery and its sugarcane farming origins, the stand combined strong branding with natural materials, lush tropical planting, timber barrels and an inviting cocktail bar. The company's growing range of craft spirits was presented in a setting that communicated both the premium character of the products and the agricultural heritage behind them.
The award was a fitting recognition for a business whose story is deeply rooted in KwaZulu-Natal agriculture.
From sugarcane fields to craft rum
Sugar Baron began with a family farm, a long-standing interest in distillation and an ambition to create something exceptional using locally grown sugarcane.
Brad and Marisa returned to Seafield Farm in 2010 following the death of Brad's father, Roger O'Neill, who had established its sugarcane plantations. Both brought experience in the hospitality and beverage industries, with Brad having worked in wine and Marisa in hospitality.
The couple had already considered the possibilities of producing rum, but an encounter with rhum agricole in Mauritius helped shape their ambitions. Unlike conventional rum, which is generally produced using molasses, agricole-style rum is made directly from freshly pressed sugarcane juice.
They began developing Sugar Baron in 2018, naming the venture in honour of Roger O'Neill. The distillery officially launched to the public in November 2019.
Today, Sugar Baron's single-estate rum is produced using sugarcane grown on Seafield Farm in the Mkhuzane Valley. Cane is harvested and processed on the property, with fermentation, distillation and bottling all taking place at the farm's distillery.
This field-to-glass approach places agricultural production at the heart of the business, with careful attention to soil health, crop quality and the selection of suitable sugarcane varieties.
Brad's commitment to innovative and sustainable farming practices earned him the 2021 Toyota Kwanalu Young Farmer of the Year title. The award recognised his approach to precision agriculture, soil management and the development of Sugar Baron as a value-added enterprise.
The distillery has subsequently earned recognition in several spirits competitions, including a gold medal for its Single Estate Barrel-Aged Rum at the 2025 Aurora International Taste Challenge and double gold for its Coffee Rum Liqueur at the 2025 SA Food & Beverage Awards.
Its range now extends beyond white and barrel-aged rum to include flavoured rum liqueurs, cane spirits and rum-based confectionery.
Sugar Baron’s Single Estate Barrel-Aged Rum, Coffee Rum Liqueur and Craft White Rum, with their corresponding miniature bottles, on display in the Royal Pavilion at the 2026 Royal Show.
Bringing agriculture into the conversation
Sugar Baron's contribution to the 2026 Royal Show extended well beyond its award-winning exhibition stand.
On Thursday 8 October, Brad O'Neill participated in a Farmer's Weekly panel discussion titled Beyond Sugar: Finding New Value in South Africa's Sugarcane, alongside fellow sugarcane farmer Pratish Sharma. The discussion was moderated by Farmer's Weekly agricultural journalist Lindi Botha.
The panel explored both the challenges facing South Africa's sugar industry and the potential for diversification into new products and markets.
Drawing on his own experience, Brad offered a practical perspective on the realities of developing a value-added agricultural business.
Although Sugar Baron has successfully established a premium craft rum brand, he explained that less than 2% of Seafield Farm's sugarcane production currently goes into rum manufacturing.
He also highlighted the considerable difference between selling sugarcane to a mill and developing, marketing and distributing a finished consumer product. Establishing a recognisable brand and finding a sustainable market, he noted, present challenges of their own.
Brad emphasised the importance of a viable, competitive sugar industry as the foundation for future diversification, raising concerns about imports and other pressures affecting South African growers.
His contribution brought an important perspective to the Show's 2026 theme, Innovation in Agriculture: Past. Present. Future. Sugar Baron demonstrates the opportunities that can emerge when an established agricultural enterprise explores new uses for its primary product, while also illustrating the commercial challenges involved.
Sugar Baron founder Brad O’Neil (left) and fellow sugarcane farmer Pratish Sharma (centre) participate in Beyond Sugar: Finding New Value in South Africa’s Sugarcane, a panel discussion moderated by Farmer’s Weekly agricultural journalist Lindi Botha in the Farmer’s Weekly Royal Pavilion at the 2026 Royal Show.
Pictured at the 2026 Royal Show are (from left) Sugar Baron founder Brad O’Neil, fellow sugarcane farmer Pratish Sharma and Farmer’s Weekly agricultural journalist Lindi Botha.
A taste of Sugar Baron at Farmer's Feasts
Visitors to the Farmer's Weekly Royal Pavilion were also introduced to Sugar Baron's products through the live Farmer's Feasts culinary demonstrations.
On Thursday 8 October, Sugar Baron's Chef Dario Pulvirenti presented three cooking demonstrations, bringing his Sicilian culinary heritage and experience in South African and international kitchens to the Royal Show.
His programme featured spiced chicken livers flambéed with Sugar Baron's barrel-aged rum, mixed seafood pasta and flambéed limoncello crêpes.
Originally from Acireale in Sicily, Dario trained at ML Sultan Technikon in Durban and has developed a cooking philosophy that emphasises fresh ingredients, seasonality and a close relationship between farmers and chefs.
The demonstrations provided another opportunity to explore the versatility of locally produced ingredients and the creative possibilities of agricultural products beyond their traditional uses.
Alongside the exhibition stand and agricultural panel discussion, they made Sugar Baron an active contributor to the Royal Pavilion's programme.
A worthy first winner
The introduction of the Royal Pavilion Floating Trophy in 2026 established a new distinction within the Royal Show's long-standing programme of exhibitor awards.
As its inaugural recipient, Sugar Baron set an impressive standard for the new award, combining a carefully conceived commercial presentation with a compelling local agricultural story.
For a business built on a family farming legacy, the recognition also reflects the journey of transforming a traditional crop into a distinctive range of South African products.
Sugar Baron's participation in the 2026 Royal Show demonstrated how farming, entrepreneurship, food and hospitality can intersect, enriching the experience of visitors while creating opportunities for agricultural businesses to share their expertise and achievements.
The Royal Agricultural Society congratulates Brad and Marisa O'Neill and the Sugar Baron team on their achievement and their contribution to the 2026 Royal Show.
Find out more: www.sugarbaron.co.za
