La Hechicera eyes 66% sales growth through UK focus

Colombian rum brand La Hechicera has identified the UK as one of its key markets and targeted 66% sales growth globally.

To achieve this growth the brand has invested in trade shows, awards, bartender engagements and strengthened its team in the UK and a limited-edition product launch ahead of the gifting season.

Miguel Riascos, managing director and co-founder, 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.”

La Hechicera is available in 20 countries and the brand is in the process of opening an office in Miami and further investing in other priority markets including Colombia, France, US, Italy and travel retail.