On June 13. 2025 A.H. Riise will officially change its name to Old St. Croix. This historic shift marks a return to the brand’s original roots – and a strategic move to strengthen its global presence.

New name – same exquisite taste
With the return to Old St. Croix, we’re taking one step back to take two forward. This is not just a rebrand – it’s a reunion with the original vision that inspired Albert Heinrich Riise.

The name Old St. Croix was first introduced by founder Albert Heinrich Riise over 150 years ago, when he began exporting his Danish West Indian rum to international markets. The name change will take place across more than 30 international markets. Its goal: to make the brand more recognizable and accessible, while staying true to the legacy of Danish pharmacist and rum pioneer Albert Heinrich Riise, who established himself in the Danish West Indies in 1838.

Easier to understand and pronounce
“Global demand for our blends has grown significantly in recent years. That’s why we’re taking this natural next step – choosing a name that’s easier to pronounce and that tells the world where we come from,” says Jonas Nilsson, International Marketing and Brand Manager.” Old St. Croix highlights our West Indian heritage – especially the island of St. Croix, once known as ‘The Garden of the West Indies.”