Hotaling & Co., formerly Anchor Distilling Co., has taken an equity stake in Denizen Rum, an award-winning line of blended Caribbean rums first introduced in 2010. Hotaling & Co. will play an active role alongside Nicholas Pelis, Denizen’s founder, on day-to-day brand management, distribution, and future line extensions.
“My goal, when creating Denizen, was to bring back the rich and full flavors of old-world rums. To Free the Flavor,” says 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 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.”