Knowledge
Returning to Old St. Croix’s West Indian roots
Old St. Croix Spirits has entered into a partnership with the travel and tourism agency Atlantic Link, working to raise awareness about the Danish West Indies.
With the return to the name Old St. Croix, we take one step back – to take two steps forward. The name revives the original vision that inspired Albert Heinrich Riise.
The story begins in 1838, when the Danish pharmacist opened his apothecary on St. Thomas. There, he produced medicinal goods using alcohol derived from the region’s abundant sugarcane. One of his signature products was Bay Rum – a hair elixir distilled from double-distilled spirits. Curious and entrepreneurial by nature, Riise soon began to experiment with rum. The raw materials were right at hand – on the neighbouring island of St. Croix.
With Old St. Croix, we’re not just writing history. We’re building on it – crafting new taste experiences for a new generation of explorers.
Columbus Discovers St. Croix
On his second voyage to the Caribbean, Christopher Columbus lands on a lush island he names Santa Cruz. With him, he brings sugarcane—planting the seeds for future sugar and rum production.
Denmark in the Caribbean
Denmark establishes a colony on St. Thomas. The island becomes a vital trade hub and the Danish gateway to the flavors of the West Indies.
The Golden Age of Sugar and Spirits
St. Croix thrives with more than 200 sugar plantations and distilleries. Here, sugarcane juice and molasses are transformed into aromatic spirits, quickly earning a reputation as St. Croix Rum.
St. Croix Becomes Danish
Denmark purchases the island from France and accelerates sugar production. Thanks to its lush landscape and ideal climate, St. Croix earns the nickname The Garden of the West Indies.
St. Thomas Apothecary Hall
Albert Heinrich Riise is appointed exclusive pharmacist on St. Thomas, with the right to produce alcohol. Brands such as Riise’s Guava Rum, A.H. Riise Bay Rum and Old St. Croix are born. A new era of West Indian spirits begins.
A Global Chapter Begins
Riise presents his blends at the World Exhibition in London. A West Indian success story begins to take flight globally.
The Frigate Jylland Visits the West Indies
The Royal Danish Navy ship visits the Danish West Indies five times. Today, a share of Old St. Croix Fregatten Jylland sales supports the preservation of the historic vessel.
Old St. Croix Becomes a Brand
Albert Heinrich Riise exports his golden drops under the name Old St. Croix Rum—endorsed by his signature as a mark of quality.
St. Croix Fix on the Cocktail Menu
The legendary bartender’s manual by Harry Johnson mentions the St. Croix Fix—evidence that blends from the island were already a bar staple back then.
Medal at the Nordic Exhibition
Valdemar Riise, now leading the company, receives a medal at the major exhibition in Copenhagen. Today’s 1888 Copenhagen Medal pays tribute to this honor.
Gold Medal in Chicago
Old St. Croix Rum wins a gold medal at the 1893 World’s Fair in Chicago, celebrating 400 years since Columbus’ voyage. The taste speaks for itself.
Transfer Day
On 31 March, Denmark transfers the Danish West Indies (U.S. Virgin Islands) to the USA. The Riise family concludes its work on St. Thomas and returns home—but the legacy lives on.
America’s Favorite Rum
A U.S. advertisement highlights Old St. Croix as the country’s fastest-selling rum. Quality is emphasized through the gold medal and Riise’s signature.
St. Croix Rum Sour
St. Croix Rum gains popularity in cocktails. In the 1935 Waldorf Astoria Bar Book, the St. Croix Rum Sour is noted as a particularly refined version of the classic.
A Pioneer in Rum Marketing
During the whiskey shortage in the USA, Old St. Croix suggests trying their blend in an Old Fashioned—a bold and groundbreaking marketing move.
Pirate and Parrot
Old St. Croix had already used a pirate captain in its branding. In 1944, the brand takes it further by officially registering “Pirate and Parrot” as a trademark.
A Leading Brand
Old St. Croix Rum’s reputation is cemented with its listing in The West Indies Year Book—a clear sign of its standing.
The Classic West Indian Taste
Old St. Croix is marketed internationally as an authentic West Indian blend—available in both light and dark versions. Tradition and tropical finesse in every drop.
The Factory on St. Thomas
At The Old St. Croix Factory in Charlotte Amalie, production continues in the spirit of Riise’s traditions. Craftsmanship lives on.
Tradition and Quality
A label from a bottle of Old St. Croix Rum, c. 1955, bears Albert Heinrich Riise’s signature. The 1893 gold medal and his personal seal of approval guarantee its quality.
Tropical Vibes in the 70s
Old St. Croix brings Caribbean flair into people’s homes with colorful ads and exotic cocktails. Welcome to the paradise of the 1970s.
How to Pronounce St. Croix
A humorous ad makes it clear:
Croix is pronounced “Croy”—as in “Enjoy”.
A Legend Returns
The classic A.H. Riise brand is revived. The story resumes—with new chapters on the horizon.
Honoring the Navy
The Royal Danish Navy series is launched to honour the Danish Navy’s role in protecting the Danish West Indies.
Honoring the Family
In collaboration with the A.H. Riise Family Foundation, an annual educational grant is established. The exclusive Family Reserve blend is created to honor the Riise legacy.
Supporting the Frogmen
Royal Danish Navy Frogman is launched, with a portion of proceeds going to veterans of Denmark’s elite naval unit.
Thin Blue Line XO Reserve
This blend is launched in tribute to police service—and supports injured officers.
Logo Refresh
The classic A.H. Riise logo receives a modern refresh. The style is sharpened—but the spirit remains.
Supporting Future Naval Heroes
Naval Cadet is launched as a support project for students at the Royal Danish Naval Academy—a bottle with purpose.
Old St. Croix La Galante
The first product to bear the new logo sees the light of day. A new era begins.
Old St. Croix Returns
The historic name and logo are reintroduced on selected products—celebrating Riise’s global vision from over 150 years ago.
Old St. Croix Non Plus Ultra
The entire NPU series—including Very Rare, Black Edition and Ambre d’Or—now carries the Old St. Croix name. The legacy continues.
Gold in East and West
Old St. Croix Non Plus Ultra wins gold at international competitions—from Brussels to Tokyo. Our first medals in Asia—but certainly not the last.
Old St. Croix Explorer
A tribute to the explorers of Albert Heinrich Riise’s time, XO Explorer is released as a Limited Edition in 10 national versions. The adventure continues.
The Official Name Change
Now sold in over 30 countries, A.H. Riise becomes Old St. Croix on every bottle. Same quality—with a name that’s easier to remember and pronounce.
Old St. Croix Legacy
Marking the name change, Old St. Croix Legacy is launched—a modern interpretation of the original Old St. Croix Dark Rum. Retro label. Timeless character.