Earlier this month, Pernod Ricard took majority control of Colombian rum brand La Hechicera. The acquisition brought the French wine & spirits group deeper into a category it already serves with Havana Club while strengthening the company’s super-premium portfolio. Today, just-drinks spoke to La Hechicera co-founder Miguel Riascos, who will continue as MD of the brand in the wake of Pernod’s takeover. Riascos talked about his hopes of working alongside Havana Club, why production rules for rum risk confusing consumers and how Global Travel Retail sales hit zero at the height of the pandemic.
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