Earlier this month, Pernod Ricard took majority control of Colombian rum brand La Hechicera. The acquisition brought the French wine & spirits group deeper into a category it already serves with Havana Club while strengthening the company’s super-premium portfolio. Today, just-drinks spoke to La Hechicera co-founder Miguel Riascos, who will continue as MD of the brand in the wake of Pernod’s takeover. Riascos talked about his hopes of working alongside Havana Club, why production rules for rum risk confusing consumers and how Global Travel Retail sales hit zero at the height of the pandemic.

Stay informed for just £1! *

Get access to unbiased and data-driven news with a subscription to Just Drinks.

What’s included in your subscription:

  • Unlimited access to Just Drinks content including daily global news, in-depth analysis, and interviews with C-suite executives
  • Unbeatable coverage of categories from beer, wine and spirits to soft drinks and hot
    beverages
  • Unrivalled drinks industry comment from Dean Best, Jessica Broadbent and leading sector specialists

Have a Subscribtion Sign in

Get help with subscribing or signing in

*30-day digital subscription for £1. Available to new subscribers only