A Multinational That Fell Under the Spell of La Hechicera

Embark on a Sensory Journey with Ron La Hechicera and Transport Your Palate to the Heart of the Caribbean

Betting on a Colombian creation like La Hechicera was not just a strategic move for Pernod Ricard—becoming the first multinational liquor company to acquire a Colombian rum—it was also the gateway to an entire cultural universe of festivals, carnivals, and traditions that align perfectly with the brand’s philosophy of celebrating great moments.

According to Juan Camilo Orduz, Brand Manager at Pernod Ricard Andina, the multinational invested in Colombia in 2022 by acquiring the Barranquilla-born Ron La Hechicera. Since then, the company has increased its market share in Colombia, Peru, and Ecuador, becoming the second-largest player in the region. This success stems from the brand’s development strategy, which is deeply rooted in the region’s traditional events.

“We recognize the importance of our categories in festivals, in culture, and in the folkloric traditions of our country. We have always supported gastronomy, culture, art, and music as ways to share and enjoy meaningful moments. We feel a natural connection to these spaces,” Juan Camilo affirmed.

It is no coincidence that Colombian folklore, culture, events, and traditions play a crucial role in Pernod Ricard’s annual calendar. Bogotá Fashion Week, Colombiamoda, A Cielo Abierto, and the Barranquilla Carnival are all key components of its strategy. “We will continue down this path, and, of course, since Ron La Hechicera is a product of Barranquilla, the Carnival is one of the most important moments for us to convey the values of Caribbean culture,” he added.

The impact of this engagement goes beyond simply increasing brand visibility in Colombians’ daily lives—it also plays a significant role in job creation, unforgettable experiences, and entertainment. All of this revolves around a diverse consumer base with different tastes and affinities, just like the Colombian people. “Colombians are joyful and festive, and that’s exactly how we want to connect with them through La Hechicera. They have a free spirit, eager to explore new things and rediscover their own identity through spontaneous experiences. That is precisely what we seek to offer with La Hechicera and all our brands,” Juan Camilo explained.

In this way, Ron La Hechicera has become more than just an exceptional, mystical product—it is a treasure from Colombia’s lush Caribbean coast, a masterful blend of fine rums aged in old American white oak barrels that once held bourbon. It has also become one of the country’s iconic brands and a symbol of Colombian identity, sharing its heritage, culture, and rich history since its founding in 2012. Born as an artisanal creation, today it stands as a national emblem, proudly representing Colombia to the world—thanks to the discovery and support of one of the most renowned multinational liquor companies in our Tierra Querida.

“This is the land we all love. No matter what happens, no matter the challenges we’ve faced in the past, this is our home. We don’t just love the country—we love its people, and we always will. Those who are abroad still long for their homeland, and those of us who remain will always cherish it. In the end, it is our mother,” Juan Camilo concluded.