Hotaling & Co buys equity stake in Denizen Rum
4th April, 2018 by Nicola Carruthers
Launched in 2010 by Nicholas Pelis, Denizen Rum is a blended Caribbean rum range, consisting of two expressions: Denizen Aged White Rum and Denizen Merchant’s Reserve.
The rums have been blended in collaboration with Amsterdam-based rum blender E&A Scheer.
Hotaling & Co, formerly Anchor Distilling Company, will play an “active” role alongside Pelis, on day-to-day brand management, distribution, and future line extensions.
“My goal, when creating Denizen, was to bring back the rich and full flavours of old-world rums,” said Pelis.
“Becoming partners with Hotaling & Co, and aligning Denizen with their liquid-led portfolio of premium artisanal spirits, gives us the ability to expand our distribution and improve upon our marketing capabilities.”
Dennis Carr, Hotaling & Co’s president and CEO, said: “We will continue to invest in and position our company for long-term growth.”
“We see a lot of potential in the premium rum category, which is experiencing growth in large part due to the movement towards mixology and classic cocktails.
“This strategic partnership allows us to invest deeper into the category and execute our vision to expand our portfolio of owned spirits.”
In December last year, British wine and spirits merchant Berry Bros & Rudd increased its stake in Hotaling & Co for an undisclosed sum.