NICOYA: the first rum of Costa Rica arrives in the United States

After a successful European rollout, the first rum of Costa Rica now arrives in  the U.S. through a new partnership with Total Wine & More. 

New York, NY – March 2^nd, 2026 – LES BIENHEUREUX announces the official U.S. launch  of NICOYA, the first rum of Costa Rica. Beginning March 2^nd, NICOYA will be available in  Total Wine’s active states, online and in store. 

After a successful European debut in 2024 with leading distribution partners, NICOYA  recorded triple digit growth during its first year of international expansion. The brand  now enters the U.S. market, bringing a new origin to the rum category.

The first rum of Costa Rica. Single-Estate

Born in the Nicoya Peninsula of Costa Rica, NICOYA is the first Costa Rican rum produced entirely on a single estate. NICOYA is produced from sugarcane grown, distilled, and aged on the same property, ensuring full control from cane to final blend. NICOYA is crafted from Costa Rican sugarcane and blended from three traditional rum bases – fresh cane juice, sugarcane honey, and molasses – each distilled separately before blending to preserve the character of each component.

The range launches in the U.S. with:

• NICOYA Blanco – 40% ABV. – SRP* $19.90.
• NICOYA Añejo – 40% ABV – Aged in bourbon barrels from Kentucky. – SRP* $19.90.
  Beginning May 2026, the portfolio will expand with:
• NICOYA Pineapple – 37.5% ABV – Infused with pineapple extract, Costa Rica being
  the world’s leading pineapple producer. – SRP* $19.90.
• NICOYA Passion Fruit – 37.5% ABV – Infused with maracuyá (passion fruit). – SRP* $19.90.
  *Average suggested retail price (SRP). Final retail prices may vary by market, promotion,
  and in-store conditions.

A free rum, in a free country

The project was initiated by Alexandre Sirech, Co-Founder & C.E.O. of LES
BIENHEUREUX, formerly C.E.O. of Havana Club International. “After leading one of the world’s most iconic rum houses, I wanted to identify the finest sugarcane terroir of the planet. Costa Rica stood apart. A free rum, born in a free country,” said Sirech.
“Among fifteen candidate countries, Costa Rica offered exceptional agricultural quality, political stability, and the opportunity to build the country’s first fully integrated single estate rum distillery.”

The origin of NICOYA

The Nicoya Peninsula and the province of Guanacaste represent for Costa Ricans a region of strong identity, preserved nature, and deep agricultural tradition. Recognized as one of the world’s Blue Zones, Nicoya symbolizes longevity, balance, and a strong connection to the land. By naming its rum NICOYA, the brand pays tribute to this territory and clearly affirms its origin and authenticity.

Rum is evolving: more origin, more transparency, and more fruit

NICOYA was introduced to the U.S. trade during the Miami Rum Congress (February 6 – 8, 2026), where the brand hosted a masterclass titled:

“THE JOURNEY BEHIND THE FIRST SINGLE ESTATE RUM OF COSTA RICA.”

The focus was clear: estate production and transparency in a category historically driven by sourcing blends from a limited number of large industrial producers. “At Miami Rum Congress, we felt a strong appetite for origin,” said Pierre Bardinet, Director Americas at LES BIENHEUREUX.

“One country. One estate. Full traceability from sugarcane to final blend.”

“Our fruit expressions were very well received. Costa Rica is the world’s leading pineapple
producer, and our Pineapple reflects that identity. Passion Fruit expresses the vibrant
character of maracuyá, balanced by rum structure. The category is moving to origin,
transparency, and fruit.”

Entering the United States at Total Wine & More

Through its partnership with Total Wine & More, NICOYA enters the U.S. market with national scale from day one. The brand will be available in early March 2026, online and in-store in active Total Wine locations across the United States. Website: https://www.totalwine.com/.

About NICOYA

NICOYA is the first rum of Costa Rica and the country’s first single-estate rum. Produced on the Nicoya Peninsula in Costa Rica, it is grown, fermented, distilled, and aged entirely on one family-owned estate. The brand reflects a commitment to transparency, terroir, and tropical ageing, positioning Costa Rica as a new premium origin in the global rum category.

• Website: https://nicoya-rum-vibes.base44.app/Home.
• Instagram: https://www.instagram.com/nicoya_rum/.

About LES BIENHEUREUX

Founded in 2014, LES BIENHEUREUX is a French company specializing in the production and marketing of premium spirits. The company is recognized for its leadership of the French whisky category (BELLEVOYE, BERCLOUX, LEFORT) and the Costa Rican rum (NICOYA, PURA VIDA, EMBARGO). Driven by a strong culture of innovation and excellence, LES BIENHEUREUX exclusively develops and produces its own brands.