La Hechicera rum marks five years with new packaging

by Annie Hayes

Independent Colombian rum brand La Hechicera is celebrating its fifth anniversary with the launch of a custom-made glass bottle, at the same time as announcing its entry into the US market.

The new bottle sees the brand's name engraved across the shoulder of the bottle, with a new label featuring 'Solera 21 Reserva Familiar', to emphasise its age statement – containing rums aged between 12 and 21 years – for the first time. La Hechicera first launched in the UK in 2012, and has partnered with Minneapolis-based Phillips Distilling Company to make its US debut. Co-founder and managing director, Miguel Riascos, said: "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." The brand is available in 25 international markets, and currently lists the UK, Colombia, France and Italy as its largest. "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," added Mike Duggan CEO at Phillips Distilling Company. "We are eager to tell its story and foster a loyal consumer following." Phillips Distilling Company will focus marketing and distribution initially in select markets including Boston, Chicago, Oregon, Texas, and Denver. The guide retail price for a 750ml bottle is US$44.99. The new-look bottle will be available across all markets from August.