Concept
A familiar name is bidding farewell, but not without its story. As of June 13, 2025, the well-known Danish rum brand A.H. Riise will retire its current name and embark on a new yet historically familiar chapter under the banner of Old St. Croix.
The name St. Croix was once used to present its rums from the Danish West Indies to international markets. Today, with growing global demand, the company is returning to this deeply rooted name to emphasize its West Indian heritage while also appearing more internationally accessible. Old St. Croix is easier to pronounce, memorable, and instantly connects to its origin – the Caribbean island of St. Croix. This island, once celebrated as “The Garden of the West Indies”, was home to the pharmacist whose knowledge of herbs and distillation gave rise to one of Europe’s most beloved rum brands.
Informatie
With the rebranding, it’s not just a name that disappears – it also opens the door to something new. Enter the very first highlight: Old St. Croix XO Reserve Legacy. This limited edition pays tribute to the original Old St. Croix Dark Rum of the 19th century – reimagined and refined for the modern era. Classified as a Superior Spirit Drink, Legacy brings together gentle sweetness, balanced spice, and aromatic depth – a true collector’s item for connoisseurs and devoted fans of the brand.
Even though the name is changing, the heart of the brand remains the same: premium blends inspired by Caribbean tradition and Danish craftsmanship. The values and heritage of A.H. Riise continue to live on—now under a new name that highlights this legacy even more. The Takeaway With Old St. Croix, a new chapter begins while a proud era continues. The name may be new, but the soul remains unchanged: rum with character, provenance, and history. With the launch of Legacy, the brand proves that it not only honors its storied past but also boldly forges a path into the future.
