UK ‘key market’ for La Hechicera growth

Colombian rum brand La Hechicera has identified the UK as a “key market” as it strives for a 66% sales boost in 2019.

Miguel Riascos, managing director and co-founder of Colombian rum brand La Hechicera

La Hechicera is making “significant investments” to drive sales through 2019, including attending trade shows, entering awards, increasing bartender engagement and strengthening its team in the UK.

Martamaria Carrillo Galindo, global brand manager and co-founder of La Hechicera, said: “The UK is where we exclusively introduced La Hechicera in 2012. As one of the key countries which leads in setting global trends we want to make sure that our brand stands out in the right places so we can educate key audiences on what premium rum is.

“We’re confident La Hechicera delivers on aesthetics, taste and story – the trifecta that prompts consumer purchase.”

According to the brand, 15% of rum sales are in the premium segment, which it is targeting for growth in the coming year.

Miguel Riascos, managing director and co-founder of La Hechicera, 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.”

Now available in 20 countries, La Hechicera is also investing in markets including Colombia, France and the US, with plans to open offices in Miami.

La Hechicera is available in the UK off- and on-trade. It carries an RRP of £42 (US$52).