La Hechicera unveils banana-infused rumBy Nicola Carruthers
Colombian rum brand La Hechicera has launched a banana-infused expression as the second bottling in its annual Serie Experimental range.
The banana-infused bottling follows the release of Serie Experimental No.1 in December last year, which was finished in Muscat wine casks.
The new Serie Experimental No. 2, The Banana Experiment is a blend of rums aged between 12 and 21 years in American white oak barrels that have been infused with large amounts of organic banana flesh.
The rum offers an aroma of rich toffee, tropical forest leaves, overripe banana, vanilla and dried fruit with subtle smoky undertones. The palate provides notes of allspice, orange confit, salted caramel and marzipan.
The expression pays homage to the Riascos family’s original trade – bananas. However, the business was hit by political unrest and global instability at the end of the Cold War. As a result, the family moved into rum production and created La Hechicera.
La Hechicera managing director and co-founder, Miguel Riascos, said: “It has been an incredible journey to build La Hechicera as a global brand. The addition of our Serie Experimental range of rums allows us to continue to share our story with our customers and consumers in a special way. Serie Experimental No. 2 is an amazing liquid that we are proud to share with the world.
“Rum is a category that is continuing to gain popularity and Serie Experimental No. 2 is a unique product that will help drive interest in the category by recruiting new consumers to the category and offering rum consumers something new.”
Serie Experimental No. 2 is available across the UK off-trade and select on-trade venues, as well as e-commerce retailers. The 41% ABV rum is limited to 15,000 bottles, priced at RRP £60 (US$77) per 700ml. La Hechicera is distributed by Mangrove UK.
Outside of the UK, this expression will launch in select European countries including France, Benelux, Italy, Switzerland, Czech Republic, Slovakia, Germany and Scandinavia, and global travel retail markets including Colombia, Central America and Europe.