While both the dynamic modelling, and to a lesser extent, the optimisation of reactive batch distillation have been studied in the past, issues related to control and on-line operation of such a process have not been properly addressed. In this study, a priori optimal profiles of the operating variables are established for an industrial reactive distillation process. The optimal profiles are found either by maximising the profitability or by minimising the operating time subject to constraints on the reactor temperature and the loss of volatile reactant in the distillate. The control properties at optimal and non-optimal conditions are assessed. A one-point column control scheme with a PI-controller is designed to implement the optimal profiles. The controller performance is tested using a simulation model including disturbances in the reaction model and in the reboiler heat duty. The fully automatic operation of the process according to the optimal policies is demonstrated in conjunction with both a continuous controller and a real time control system. Good performance is achieved in both cases.