Concept
Old Name, New Chapter: A.H. Riise Becomes Old St. Croix A familiar name disappears—but not without a history. Starting June 13, 2025, the well-known Danish rum brand A.H. Riise will bid farewell to its previous name and launch under a new—yet familiar—banner: Old St. Croix.
Croix" to present its rums from the Danish West Indies on international markets. Today, with growing global demand, the company is relying on this historically deeply rooted name to emphasize its West Indian heritage more strongly while at the same time presenting itself in a more internationally understandable way. “Old St. Croix” is easier to pronounce, memorable, and gets straight to the point about its origin – the Caribbean island of St. Croix. This island, once known as “The Garden of the West Indies,” was home to the pharmacist who used his knowledge of herbs and distillation to create one of Europe's most popular rum brands.
Information
The new look – and a new product The rebranding not only sees the disappearance of a name – it also creates space for something new. And here comes the first new highlight: Old St. Croix XO Reserve Legacy. This limited edition is a tribute to the first “Old St. Croix Dark Rum” from the 19th century – reinterpreted and refined in a modern way. Classified as a superior spirit drink, “Legacy” combines soft sweetness, balanced spice, and aromatic depth – a real collector's item for connoisseurs and brand fans.
What remains? Although the name has changed, the heart of the brand remains unchanged: high-quality blends inspired by Caribbean tradition and Danish craftsmanship. The values and history of A.H. Riise live on—only under a new name that further emphasizes its heritage. Conclusion With Old St. Croix, an era continues—and at the same time begins anew. The name may be new, but the soul remains the same: rum with character, heritage, and history. And with the introduction of Legacy, the brand proves that it not only honors the tried and true, but also breaks new ground.
