Colombia’s La Hechicera rum unveils ‘The Banana Experiment’ in new series

By Luke Barras-hill |

La Hechicera has introduced Serie Experimental No. 2 ‘The Banana Experiment’ into duty free.

As the second launch in the ‘Experimental’ range of limited edition liquids released annually, Serie Experimental No. 2  – ‘The Banana Experiment’ is available in travel retail markets including Colombia, Central America and Europe on a limited run of 15,000 bottles.

The product is a blend of aged rums (12 to 21 years) in American white oak barrels that have been infused with generous amounts of organic banana flesh.

Serie Experimental No. 2  – ‘The Banana Experiment’  presents in a 700ml bottle (ABV 41%) and has an RRP of £55/$71.

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La Hechicera Managing Director and Co-founder Miguel Riascos said: “We felt it was right to continue to invest in the travel retail channel as it is an important avenue for our brand.

“As airports reopen in select markets in Q4 and air travel slowly resumes, we expect Serie Experimental No. 2 to capture the interest of consumers, drive purchase and help to continue to grow the rum category.

“Serie Experimental No. 2 is being made available in the brand’s most important regions. Now more than ever, there is that need for discovery within global travel retail and this limited edition rum brings a taste of Colombia to the world.”

Serie Experimental No. 2 follows the launch of ‘The Muscat Experiment’, the first in the series of limited edition rums blending aged rums (12 to 21 years) in American white oak barrels and finished in Muscat casks.

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