Enchanted move for Colombian rum

AN ‘ultra-premium’ Colombian rum has joined the portfolio of Pernod Ricard UK, after the drinks giant took over UK distribution for the brand.

La Hechicera, which is pronounced etch-ee-she-ra and means The Enchantress in Spanish, was first launched in 2012 by Miguel and Laura, members of the spirit-producing Riascos family, and their friend Martamaria Carrillo.

The full range includes the core expression of La Hechicera Reserva Familiar – described as a 40% ABV blend of fine aged Hispanic-style rums matured in American white oak former bourbon barrels; and two limited editions: Serie Experimental No. 1, which is finished in Muscat casks; and Serie Experimental No. 2, which is said to be naturally infused with organic bananas.

Mark Makin, Enterprise Brands controller at Pernod Ricard UK, said: “La Hechicera is an exciting and distinctive addition to the portfolio, further strengthening our position in premium-plus rum.

“The brand is already popular among rum enthusiasts, and its unique craftsmanship makes La Hechicera one of the most exclusive high-end rums.

“The golden rum category is growing +8% and our ambition is to capitalise on this momentum by expanding distribution of La Hechicera within the UK to recruit new consumers.”