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La Hechicera reveals new bottle design

The La Hechicera rum brand from Colombia has celebrated its fifth anniversary with a new custom glass bottle and US distribution. It is partnering in the US with Phillips Distilling Company.

The brand launched in 2012 in the UK as its first market. La Hechicera celebrates with a new custom glass bottle, with its brand name engraved across the shoulder of the bottle, and a label emphasising for the first time its age statement: Solera 21 Reserva Familiar. The brand claims that this will help consumers better understand La Hechicera’s quality, provenance and family legacy as the only independent rum producer in Colombia. The new look will be available from August.

Co-founder and managing director Miguel Riascos comments: “Our expansion into the North American market is a huge milestone for La Hechicera, and we have found a great partner in Phillips Distilling Company. It shares our same family values, history and approach. This new presence will strengthen our brand status wordwide. Bartenders and buyers around the world are recognising La Hechicera’s quality and long-term potential. Because of this, we believe it is important to emphasize the time and dedication behind our way of making rum by adding 12 to 21 years to our label. It is exciting that so many original listings are being continuously renewed, which certainly reflects the demand from fans of luxury spirits, and that super-premium rum has come of age.”

Mike Duggan CEO at Phillips Distilling Company says: “We are excited to add a new member to our family of brands and are confident that our experience in growing small-batch and premium spirits will be instrumental in launching La Hechicera in the North American market. We are eager to tell its story and foster a loyal consumer following.”

27 June 2017 - Sam Coyne The Drinks Report, news editor