The Entrepreneur Behind Denmark’s Most Awarded Vodka

Our rebranding is both a bold business decision and a tribute to history. Winning this award validates our belief that heritage-driven branding can be powerful and modern. Professionally, it affirms our positioning in a competitive spirits market; personally, it celebrates our team’s passion for reviving a legacy brand in a contemporary context.

This project was inspired by archival research — original Old St. Croix labels, advertisements, and medals from world exhibitions like London 1862 and Chicago 1893. We wanted to address a clear challenge: while “A.H. Riise” resonated in Scandinavia, it was difficult for international consumers to pronounce or connect to rum. Reviving Old St. Croix solved this while restoring our authentic Caribbean identity.

We combined documented history with strategic branding. This wasn’t just a visual refresh; it was a deep repositioning rooted in provenance, storytelling, and market insight — uniting heritage with forward-looking design and execution.

Balancing authenticity and modern relevance was critical. We managed complex trademark transitions, coordinated launches across 30+ markets, and educated stakeholders to ensure that our shift honored our legacy while appealing to today’s rum audience.

It elevates our credibility globally. Since winning, we’ve seen increased interest from distributors in Asia and North America and strengthened relationships with key partners. It positions us as a leader in heritage-driven spirits branding.

Consumers describe the rebrand as a “return home,” embracing the Caribbean storytelling and historical depth. Industry partners appreciate its clarity and premium repositioning — it’s sparked renewed excitement for our products worldwide.

Ground your work in truth. Awards favor authenticity, clear narratives, and flawless execution. Invest in understanding your brand’s origin and translate that into a story that resonates with modern audiences.

Spirits branding is shifting toward origin, craft, and authenticity. With Old St. Croix, we’ve aligned ourselves at the intersection of heritage and modern relevance — exactly where future growth is heading.

Even if you’re small, entering forces you to articulate your vision and showcase your uniqueness. Start now — the process itself builds confidence and sharpens your brand’s story.

Heritage and creativity are powerful together. Look backward to move forward: your history can be your most unique differentiator in a crowded global market.

This achievement is dedicated not only to our passionate team but also to our valued partners, who reflect the heritage and values of Old St. Croix.

We proudly recognize:

• The A.H. Riise Family Foundation, preserving our founder’s legacy through scholarships and education.
• The Danish Naval Cadet Academy, upholding maritime traditions and our historic ties to the Royal Danish Navy.
• Danish Frogmen Veterans Association, representing excellence, resilience, and service.
• Thin Blue Line Denmark, supporting those who protect and serve in law enforcement.

Each year, we contribute significant donations to these organizations, supporting their vital work and strengthening our shared values of heritage, service, and community. This award belongs not only to our team but to all those who inspire and partner with us in this journey.

“A revival of a 150-year-old rum legacy, reimagined for today’s global spirits audience.”

We are expanding Old St. Croix into new markets, launching limited-edition heritage blends, and deepening our archive-driven storytelling to strengthen our historic positioning worldwide.