Old St. Croix Spirits ApS

Since 2010, we have successfully sold our rum under the name A.H. Riise in over 30 markets worldwide. But as we look to the future, we believe it is time to return to our roots and revive the original brand: Old St. Croix.

The rebranding from A.H. Riise to Old St. Croix is both a strategic and historical transformation. Originally founded in 1838 by Danish pharmacist Albert Heinrich Riise in the Danish West Indies, the brand gained international acclaim under the name Old St. Croix as early as the 1860s, with documented awards and exports to the U.S. and Europe.

The name A.H. Riise is still respected, especially in Northern Europe, but presents challenges internationally due to pronunciation and its lack of immediate geographic relevance to rum. In contrast, Old St. Croix emphasizes the true origin of the product — the lush island of St. Croix — and offers a clearer, more evocative story for a global audience.

The rebranding goes far beyond a name change. It is a complete repositioning with new visual identity, packaging, storytelling, and digital presence. Drawing on a rich archive of historic materials — including 19th-century labels, export documents, and international exhibition medals — we crafted a sensorial brand world grounded in authenticity and heritage.

Importantly, the rebrand also respects the legacy. The A.H. Riise signature continues to appear on selected labels as a historical quality mark, and we maintain close ties to the A.H. Riise Family Foundation, supporting scholarships and family traditions.

Old St. Croix is now a brand built for the future — internationally understandable, culturally rooted, and visually timeless. It’s a brand that bridges the past and the present with purpose.

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