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.
“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 US, as well as in Global Travel Retail,” notes Pernod Ricard.
The transaction – value of which has not been disclosed – is expected to close in the coming weeks, subject to customary conditions.
Over the last few years, Pernod Ricard - best known for brands such as Absolut Vodka, Jameson Irish Whiskey, Beefeater gin, Havana Club rum and Jacob's Creek - has been strengthening its portfolio with specialty brands from around the world. Partnerships and acquisitions include those with German ultra-premium gin Monkey 47, American whiskeys Smooth Ambler, Jefferson’s, TX and Rabbit Hole, Mexican mezcals Del Maguey and Ojo de Tigre and Spanish vermouth St. Petroni.