Pernod Ricard takes majority stake in Colombian rum brand La Hechicera
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.
Miguel Riascos, co-founder and managing director of La Hechicera, said: “Due to its previous successful collaborations, Pernod Ricard has shown itself to be the partner of choice for La Hechicera. Pernod Ricard’s passion for terroir and its extensive distribution network will ensure that our brand remains true to its Colombian roots and the vision of its creators, while reaching new consumers.”
The rum brand is currently sold in Europe and the US as well as through the global travel retail sector.
The deal is expected to complete in the “coming weeks”. La Hechicera joins the group’s rum portfolio which includes Havana Club and flavoured rum liqueur brand Malibu. Other brands recently acquired by Pernod Ricard through its transform and accelerate scheme include German gin brand Monkey 47, American whiskey label Rabbit Hole, mezcal Ojo de Tigre and Spanish vermouth St. Petroni.