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”If everything is perfect all the time, there is no story.”

Margaret Atwood


Well, everything has not been perfect all the time. We do have quite a story. It tells of hardships and trouble. Persistence and determination. Finally, there is jail.


Let’s start from the beginning. In 2010 Jouko Laune and I took a deep breath and jumped into the unknown. With virtually no experience we founded a rum brand. It was all based on a little joke: if ron is the Spanish word for rum, then who is the most famous Ron in the world? Ron Jeremy!


One could say it was a gutsy move. Or one could say we were completely nuts. A little bit of both, I guess. When we started, we had two guiding principles: the brand can be hilarious, but the rum has to be serious. We were wise enough to seek out great people to assist us with the serious part. The rum was and is no laughing matter.


Then a whole lot of shit hit the fan…


…There was a fire that destroyed the production facility and burned our USA dreams down.


There was an earthquake. Backstabbing. Betrayal. Mistakes. Almost death. A dozen times we were on the verge of bankruptcy. We also smiled a lot and made lifelong friends. The stories are amazing. With an unhealthy dose of hopeless optimism, we stayed on the rollercoaster ride and kept on banging our heads against the wall. Somehow, we always survived. The brand kept growing and was voted Top Ten Trending Rum in 2018.

Then, on June 23, 2020, Ron Jeremy was charged with very serious crimes and arrested. The boogie nights were over. The brand based on humour was done. It was not fun anymore. 

After the initial shock and fearing bankruptcy once again, we decided to fight. We realized that after a decade of hard work we had built something of value: wonderful products and a great network of business friends and colleagues. 

We simply refuse to quit. We are entrepreneurs and love the rum world. So, we have created a new brand; whose heart and soul reflect our journey: two idiots stumbling from one hardship to another. You fall 7 times, get up 8. 

The rum is called Hell or High Water. 

For those not familiar with the expression “come Hell or High Water”, it means you are willing to do whatever it takes to overcome difficulties or obstacles. You never give up.

Hell or High Water is a rum for those who laugh in the face of adversity. The hopelessly optimistic. The quietly confident whose spirit will triumph. It is a rum blended with persistence and determination. Made smooth by the rough journey. 

Our own journey continues with Hell or High Water Rum. We hope you will join us and in your own life find the strength to face the hardships with determination and optimism. Life is hard for all of us but let’s keep smiling, let’s keep fighting, come Hell or High Water! 

Cheers, Olli Hietalahti & Jouko Laune






Rich and Silky

Hell or High Water XO (40% abv) is a beautiful sipping rum in an eye-catching black package that takes the brand´s signature smoothness to another level. The blend includes hand-selected pot and column still rums from Barbados, Trinidad, Jamaica and Guyana. These super premium rums are aged up to 15 years in American oak barrels previously used for bourbon.


TASTING NOTES:  Hell or High Water XO showcases a dark mahogany colour with golden hues. The aroma is loaded with notes of rich sugarcane, heavy congeners and wet oak. Once on the palate, it smoothly caresses the taste buds with a medley of ripe tropical fruits, baking spices and brown sugar, atop a bed of soft tannins. The finish is prolonged and very enjoyable. The overall experience is well-balanced and exquisite, definitely a sipping rum for sophisticated consumers looking to expand their horizons. Savour it neat or on the rocks.


NOTE! Unlike many competitors Hell or High Water XO complies with the new EU restrictions on the sugar level in rum.

Drink responsibly and may your glass always be half full!

SIP Awards 2020: Double Gold  |   San Francisco World Spirits Awards 2018: Double Gold

SIP Awards 2018: Platinum & Consumers' Choice Award  |   World Rum Awards 2018: Category Winner

SIP Awards 2017: Consumers' Choice Award  |  World Rum Awards 2016: Best Gold  |  SIP Awards 2016: Gold Medal



Smooth and Dry

The exceptionally well-balanced and smooth Hell or High Water Reserva  (40% abv) is a proprietary blend of super premium rums from Barbados, Trinidad & Dominican Republic. The blend includes hand-selected pot and column still rums aged up to 8 years in American oak barrels previously used for bourbon.


TASTING NOTES: The colour is golden with iridescent copper hues. The initial aroma is reminiscent of an aging cellar, with notes of charred oak, toasted nuts and fresh sugarcane. Once on the palate, Hell or High Water Reserva delivers on the aromatic promise, with layers of sweet wood intertwined with brown sugar and butterscotch, all harmoniously balanced. The finish is long and smooth, simply perfect.

Drink responsibly and may your glass always be half full!

SIP Awards 2018: Platinum | Best of Class  |  San Francisco World Spirits Awards 2018: Silver

Spirits Business Magazine Rum Masters 2014: Gold Medal  |  International Rum Conference, Madrid 2013: Double Gold | Best in Category 

The Fifty Best | Best Aged Rum 2013: Silver Medal  |  International Rum Conference, Madrid 2012: Gold Medal

SIP Awards 2012: Gold Medal  |  Spirits Business Magazine Rum Masters 2012: Silver Medal

UK Rumfest Golden Rum Barrel Awards 2011: Nominated for Best New Golden Rum  |  Tasting Panel Magazine August 2011: 93 points



Rich, Deep and Spicy

Hell or High Water Spiced (38% abv) is created using the finest Caribbean rums from the west indies rum distillery in Barbados, Alcoholes Finos Dominicanos in the Dominican Republic and Demerara Distillers in Guyana. This balanced, column-distilled blend creates a perfect base for our exotic spices to shine through. Hell or High Water Spiced is artfully blended with delicious spices such as vanilla, cinnamon, cardamom, aniseed and coriander. It is dark and flavourful while delivering the signature long, smooth finish.


TASTING NOTES: Hell or High Water Spiced shows the dark reddish-brown colour of cinnamon bark. Aromas of rich vanilla, cinnamon and nutmeg are forward yet pleasantly soft. The initial taste is of vanilla and caramel, with enough spice to work well in cola or classic cocktails. The signature ending is long and smooth.


Drink responsibly and may your glass always be half full!

SIP Awards 2018: Double Gold  |  International Rum Conference, Madrid 2018: Gold Medal

Spirits Business Magazine Rum Masters 2017: Gold Medal  |  International Rum Conference, Madrid 2015: Silver Medal

Spirits Business Magazine Rum Masters 2014: Master | Best in Category  |  SIP Awards 2012: Platinum Medal | Best of Class



Retouch by Flc



Master Bartender Ondra Hnilička of Hemingway Bar Prague created One Hell of a Cocktail List.


These 10 signature drinks celebrate those who laugh in the face of adversity. The hopelessly optimistic whose spirit will triumph.