The Incubator, a subsidiary of Charter Brands, has officially welcomed Come Hell or High Water to its expanding rum portfolio. This strategic partnership aims to connect the Caribbean rum brand with distributors worldwide, strengthening its presence in key markets.
Created by Helsinki-based One Eyed Spirits, Come Hell or High Water represents more than just premium rum—it embodies resilience and adventure. Founded by Olli Hietalahti and Jouko Laune, One Eyed Spirits crafted this brand for those who embrace challenges with optimism and confidence.
According to The Spirits Business, Carmella Hendrikz, head of The Incubator, expressed excitement about this collaboration:
“I am thrilled to announce our partnership with the exceptional team at One Eyed Spirits. Having worked alongside them for some time, we’ve seen their unwavering passion, creativity, and commitment to excellence. Their motto, ‘Come Hell or High Water,’ truly reflects resilience and determination—values we deeply admire. With the same relentless drive, we are eager to push this fantastic brand forward, expanding its global reach. Together, we are committed to making One Eyed Spirits a standout success in every market we enter.”
Come Hell or High Water’s collection includes a Reserva, XO, spiced rum, and a honey and orange-flavored expression. Currently available in 15 markets, the brand aims to broaden its global footprint with The Incubator’s expertise and importer network.
“Come Hell or High Water Rum is for those who laugh in the face of adversity—the hopelessly optimistic, the quietly confident, whose spirit will triumph. This rum blends persistence and determination, made smooth by the rough journey. Our mission is to inspire people to enjoy life, come hell or high water. Now, with The Incubator, we are ready to take this super-premium rum to new heights. Their impressive track record of growing distinctive, edgy brands internationally makes this an exciting opportunity for us.”
With this latest addition, The Incubator further solidifies its reputation as a key player in the premium rum market. By fostering partnerships with unique, high-quality brands like Come Hell or High Water, The Incubator continues to introduce distinctive rums to a global audience.
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The Spirit Business’ Article: The Incubator expands rum portfolio, written by Miona Madsen
The image of the article is courtesy of ©Andrew Patrick via Canva.com
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