Pernod Ricard acquires majority stake in Colombian rum La Hechicera Pernod Ricard has acquired a majority stake in ultra-premium rum brand La Hechicera (‘The Enchantress’).
The brand was founded in 2012 by Miguel and Laura – members of the spirits-producing Riascos family – and their friend Martamaria Carrillo. The family has been in the rum business for three generations with Casa Santana Ron y Licores.
La Hechicera Reserva Familiar, a blend of rums without added sugar, is aged in former bourbon barrels made of American white oak. The portfolio is completed with experimental rums Serie Experimental # 1, finished in Muscat casks and Serie Experimental # 2, naturally infused with organic banana.
Pernod Ricard takes majority stake in Colombian rum brand La Hechicera
09 March 2021 By Phoebe French
French drinks group Pernod Ricard has acquired a majority stake in Colombian rum brand La Hechicera for an undisclosed sum.
The deal forms part of Pernod Ricard’s transform and accelerate strategy, which was unveiled in 2018 and “focuses on investing in long-term, profitable growth”.
La Hechicera was launched in 2012 by Miguel and Laura, members of the Riascos family that has been producing rum for three generations, and their friend Martamaria Carrillo.
The brand name, which translates as ‘the enchantress’, is associated with a portfolio which includes blended rum La Hechicera Reserva Familiar, which is aged in ex-Bourbon barrels, La Hechicera Serie Experimental #1, finished in Muscat casks, and Serie Experimental #2, a rum infused with organic banana.
Pernod to buy majority stake in La Hechicera 8th March, 2021 by Nicola Carruthers
Havana Club owner Pernod Ricard has agreed to buy a majority stake in Colombian rum brand La Hechicera for an undisclosed sum.
La Hechicera expanded its Serie Experimental range last year with a banana-infused bottling
The ultra-premium rum brand was founded in 2012 by Miguel Riascos and his sister Laura, along with their friend Martamaria Carrillo.
The Riascos family has worked in the rum industry for three generations with the Casa Santana Ron y Licores factory.
Miguel Riascos, the brand’s managing director, said: “Due to its previous successful collaborations, Pernod Ricard has shown itself to be the partner of choice for La Hechicera.
Pernod Ricard to Acquire Majority Stake in La Hechicera Ultra-premium Colombian Rum
Regulatory News:
Pernod Ricard (Paris:RI) is delighted to announce the signing of an agreement for the acquisition of a majority stake in La Hechicera, a Colombian ultra-premium rum launched in 2012 by Miguel and Laura, members of the long-established spirit-producing Riascos family, along with their friend Martamaria Carrillo. The family has been in the rum business for three generations with Casa Santana Ron y Licores.
La Hechicera ( The Enchantress ) became a gold standard in upmarket rum, thanks to its multi-award winning
La Hechicera Reserva Familiar, a blend of rums without added sugar, aged in former bourbon barrels made of American white oak. The brand s unique craftmanship makes La Hechicera one of the most exclusive high-end rums.