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Hotaling & Co makes rum move with Denizen stake acquisition

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Hotaling & Co, the new name for US-based Anchor Distilling Co, has lined up a stake purchase in the Denizen rum brand.

The company, which announced its name change earlier this year, confirmed late last week that it has bought a holding from Citizen Spirits, the company founded by former Diageo, William Grant & Sons and Moet Hennessy executive Nick Pelis. The size and cost of the stake was not disclosed by either party.

Launched in 2010, the two-strong portfolio of Caribbean rums comprises Aged White Rum, retailing at US$19.99 per 75cl bottle, and Merchant's Reserve, which costs $29.99.

"My goal, when creating Denizen, was to bring back the rich and full flavours of old-world rums," said Pelis. "Becoming partners with Hotaling & Co and aligning Denizen with their … portfolio of premium, artisanal spirits, gives us the ability to expand our distribution and improve upon our marketing capabilities."

Hotaling CEO Dennis Carr added: "We see a lot of potential in the premium rum category, which is experiencing growth in large part due to the movement towards mixology and classic cocktails.

"This strategic partnership allows us to invest deeper into the category and execute our vision to expand our portfolio of owned spirits."

Hotaling, which is partly-owned by UK-based Berry Bros & Rudd, will work with Pelis on the "day-to-day brand management, distribution, and future line extensions" for the brand.

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