A proven international spirits success is now entering France—bringing a new commercial opportunity for retailers. Already present in more than 30 markets, Old St. Croix (formerly A.H. Riise) combines strong storytelling with a highly accessible taste profile that performs particularly well in gifting and after-dinner sales.
The brand traces its origins to 1838, when Danish pharmacist Albert Heinrich Riise created smooth, aromatic blends in the West Indies using molasses-based spirit from St. Croix. Today, the historic name Old St. Croix returns as a clear, globally relevant identity rooted in Caribbean heritage.
Positioned as a complement to traditional agricole rum, Old St. Croix offers a rounder, smoother style that appeals to a broad audience—making it a strong addition for both specialist retailers and premium generalists.
The products are classified as “spirit drinks” rather than rum, as their sugar content exceeds the European limit of 20 grams per litre. This contributes to their smooth, approachable profile and positions them in a distinct category. The range includes XO blends, darker Navy expressions, an Ultra Premium collection, as well as creams, liqueurs and bitters.
Special launch offer for France
In partnership with La Rhumerie, professionals receive 1 free bottle for every 5 purchased—designed to drive trial, visibility and in-store activation from day one.
With a strong international track record and a distinctive, easy-to-sell profile, Old St. Croix offers French retailers a simple proposition: introduce something new, approachable—and ready to perform.
Contact :
For trade enquiries in France, please contact the official Old St. Croix distributor:
La Rhumerie
2 Rue Du 19 Novembre
68640 Waldighoffen
Email: math.marc6812[a]gmail.com
Phone : 0663138922