French drinks firm Pernod Ricard has taken over UK distribution for Colombian rum brand La Hechicera.
The spirits giant, which also owns Havana Club rum, purchased a majority stake in La Hechicera last March for an undisclosed sum.
Pernod Ricard UK has now added the Colombian rum to its Enterprise Brands portfolio, which seeks to “identify and incubate the next generation of cult spirits brands”.
“La Hechicera is an exciting and distinctive addition to the portfolio, further strengthening our position in premium-plus rum,” said Mark Makin, enterprise brands controller at Pernod Ricard UK.
“The brand is already popular among rum enthusiasts, and its unique craftmanship makes La Hechicera one of the most exclusive high-end rums.”
Makin cited AC Nielsen data that showed the golden rum category is growing at a rate of 8% in value. “Our ambition is to capitalise on this momentum by expanding distribution of La Hechicera within the UK to recruit new consumers,” he commented.
The brand was founded in 2012 by siblings Miguel and Laura Riascos and their friend Martamaria Carrillo. The range features the core expression Reserva Familiar, as well as two limited edition rums: Serie Experimental No. 1, which was finished in Muscat casks, and Serie Experimental No. 2, infused with organic bananas.
Sitting at 40% ABV, Reserva Familiar is priced at £45 (US$61.78) per 700ml bottle, and is available via retailers Ocado, Amazon, Master of Malt and The Whisky Exchange. It is available the on-trade through Speciality Drinks, Amathus, Enotria, LWC and Hammonds.
Last month, we revealed our pick of the rum brands to watch in 2022.
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Author: Kate Malczewski