La Hechicera

La Hechicera eyes 66% sales growth through UK focus

30 July, 2019

Colombian rum brand La Hechicera has identified the UK as one of its key markets and targeted 66% sales growth globally.

To achieve this growth the brand has invested in trade shows, awards, bartender engagements and strengthened its team in the UK and a limited-edition product launch ahead of the gifting season.

Miguel Riascos, managing director and co-founder, said: “With rum, we have a very specific challenge of demystifying the category and with La Hechicera we are in a strong position to do that. 

“There is confusion around age statements and additives leaving a question mark around what rum should taste like. This is something we need to look at as an industry and it’s up to brands like ours to really educate the trade and consumers. 

“We believe in 100% transparency and that includes a sugar-free, additive-free rum, which are attractive qualities for the conscious consumer.”

La Hechicera is available in 20 countries and the brand is in the process of opening an office in Miami and further investing in other priority markets including Colombia, France, US, Italy and travel retail.

Keywords: La Hechicera




Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.

Comment

La'Mel Clarke

Service isn’t servitude: the skill of hosting

La’Mel Clarke, front of house at London’s Seed Library, looks at the forgotten art of hosting and why it deserves the same respect as bartending.

Instagram

Facebook