©La Hechicera Company
Pernod Ricard has agreed to acquire a majority stake in Colombian rum brand La Hechicera for an undisclosed sum.
La Hechicera – which translates as “the enchantress” – was launched in 2012 and offers a range of premium rums.
The brand’s portfolio includes: La Hechicera Reserva Familiar, a blend of rums without added sugar, aged in former bourbon barrels; Serie Experimental # 1, which is finished in Muscat casks; and Serie Experimental # 2, a banana-infused offering.
In addition to Colombia, La Hechicera is sold in several international markets, 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, co-founder and managing director of 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 agreement marks Pernod Ricard’s latest effort to strengthen its portfolio of speciality brands from around the world, with St. Petroni, Ojo de Tigre and Monkey 47 also among its recent acquisitions and partnerships.
The closing of the transaction – expected in the coming weeks – is subject to certain customary conditions.
© FoodBev Media Ltd 2024