La Hechicera Launches Serie Experimental No. 2, 'The Banana Experiment'

Colombian rum brand La Hechicera has launched its second Serie Experimental rum, a blend infused with organic banana and subtitled The Banana Experiment.

La Hechicera stands as the only independent, family-owned rum company in Colombia, and the new series pays homage to its history. The Riascos family, the founders of the brand, have their roots one of Colombia’s richest exports: banana. However, the end of the Cold War posed many challenges to the business, which led the family to venture into rum production.  

Miguel Riasco, managing director and co-founder of La Hechicera, noted that the rum celebrates not only the Riascos family, but also Colombia itself: “It’s all about celebrating this lush and exuberant landscape that we were all brought up in, that ultimately contributes to this rum, its flavor profile, what it is.”

The new release is the second in the brand’s ‘Experimental’ range of limited-edition liquids and follows The Muscat Experiment, a blend of rums aged in American white oak barrels and finished in Muscat casks. The Banana Experiment also showcases a blend of rums, aged for up to 21 years in American white oak barrels, which have then been infused with organic banana flesh.

Miguel added: “Packaged in a bold and colourful canister, this launch comes just in time for Christmas, offering our customers a limited-edition, super-premium rum that makes for an ideal gift or special addition to a consumer’s spirits collection.

“Rum is a category that is continuing to gain popularity and Serie Experimental No. 2 is a unique product that will help drive interest in the category by recruiting new consumers to the category and offering rum consumers something new.”

With only 15,000 bottles available worldwide, The Banana Experiment is available across the UK through off-trade and select on-trade venues. It will also be available via e-commerce retailers. Outside of the UK, this expression is being allocated to select European countries including France, Benelux, Italy, Switzerland, Czech Republic, Slovakia, Germany and Scandinavia, as well as Global Travel Retail markets including Colombia, Central America and Europe.

La Hechicera Serie Experimental No. 2 The Banana Experiment has an RRP of £60 for 700ml, with an ABV of 41%.

Visit www.lahechicera.co for more information.

16 December 2020 -