Pernod Ricard Buys Majority Stake In La Hechicera Colombian Rum

Pernod Ricard La Hechicera

Pernod Ricard has acquired a majority stake in La Hechicera, a Colombian ultra-premium Rum brand 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 aged in former Bourbon barrels made of American white oak.

Two other Rums have since complemented the La Hechicera range: Serie Experimental # 1, finished in Muscat casks and Serie Experimental # 2, naturally infused with organic banana. The brand is already popular among rum enthusiasts, not only in its native Colombia, but also in several international markets such as Europe and the United States, as well as in Global Travel Retail.

“Due to its previous successful collaborations, Pernod Ricard has shown itself to be the partner of choice for La Hechicera,” said Miguel Riascos, the brand’s co-founder and Managing Director. “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.”

In recent years, Pernod Ricard has successfully strengthened its comprehensive portfolio of specialty brands from around the world, with partnerships and acquisitions such as German ultra-premium Fin Monkey 47, American whiskeys Smooth Ambler, Jefferson’s, TX and Rabbit Hole, Mexican mezcals Del Maguey and Ojo de Tigre or more recently Spanish vermouth St. Petroni, among others.

In September, Pernod Ricard announced its acquisition of St. Petroni, while its partnership with Ojo De Tigre Mezcal was made public back in July 2020.

The closing of the transaction, expected in the coming weeks, is subject to certain customary conditions.