The Incubator expands rum portfolio
Charter Brands’ subsidiary, The Incubator, has welcomed Caribbean rum brand Come Hell or High Water to its portfolio.
The partnership with The Incubator will connect Come Hell or High Water Rum with distributors worldwide, focusing on strategic market penetration and growth.
The Caribbean rum was created by Helsinki-based One Eyed Spirits, which was established by Olli Hietalahti and Jouko Laune.
Carmella Hendrikz, head of The Incubator, said: “I am thrilled to announce our collaboration with the exceptional team at One Eyed Spirits. Having worked alongside them for some time now, we have witnessed firsthand their unwavering passion, creativity, and commitment to excellence.
“Their motto, ‘come hell or high water’, embodies resilience and determination – values we find truly inspiring. With the same relentless drive, we’re excited to propel this fantastic brand forward and expand its global presence. Together, we are committed to making One Eyed Spirits a standout success in every market we enter. Come hell or high water, we will drive this brand alongside them.”
Come Hell or High Water’s range includes an XO, Reserva, a spiced rum, and a honey and orange-flavoured expression.
The brand is already established in 15 markets and hopes to expand its global footprint with the support of The Incubator.
Hietalahti added: “Come Hell or High Water Rum is for those who laugh in the face of adversity – the hopelessly optimistic, the quietly confident, whose spirit will triumph. It is a rum blended with persistence and determination, made smooth by the rough journey.
“Our mission is to inspire people to enjoy life , come hell or high water. Come Hell or High Water is a super-premium rum with a soul. Now, it is time to expand our global footprint, and we are delighted to join The Incubator portfolio and its extensive importer network. We have heard great things about it and its impressive track record of growing distinctive, edgy brands internationally. This is an exciting opportunity.”
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