‘We Want to Change the Image of Rum’: Louisiana’s Three Roll Estate Distillery Changes Name, Shifts Gears With Rebrand

Downtown Baton Rouge distillery, Three Roll Estate rebranded to Oxbow Distillery to better reflect its new single estate rum. The name change became official as of Sept. 1. The rebranding signals a shift in the style of products the distillery aims to produce, specializing in fine sipping rums.

The company stated that “the rum category has historically lacked transparency and regulation. Consumers often wonder what’s really in the bottle.” Therefore, the family-owned brand is transparent about the products used in the spirit-making process. “These fine sipping rums embody the essence of Louisiana sugarcane. Unfiltered and distilled in small batches, Oxbow Rum has no sweeteners or additives,” explained Oxbow’s CEO, Olivia Stewart.

Alma Estate Sugarcane (Photo: Oxbow Rum Distillery)

The Oxbow Distillery makes rum from molasses produced by the family estate which according to the company has raised sugarcane since 1859.  The Alma estate is located in Pointe Coupée Parish, Louisiana on the banks of the Mississippi River Oxbow.The oxbow is now cut off from the river and is a lake known as False River.

Upon its rebranding Oxbow launched three new rums, Small Batch White Rum, Barrel Aged Straight Rum and  Rhum Louisiane Cane Juice Agricole. The Distillery also produces a small batch spiced rum named after the lake, False River.

 “We want to share our authentic rums with fans seeking a true sipping experience. With Louisiana’s rich history of growing sugarcane, we see the state becoming America’s premium rum destination.” – Olivia Stewart

Fans of the old Three Roll estate rums need not worry; the regular lineup of rums will still be available for purchase under the former branding exclusively in Louisiana. 

The distillery is not unfamiliar with rebranding; prior to becoming Three Roll Estate the company was originally sold under the name Cane Land Distilling. The switch was made in 2019 to avoid potential trademark issues with the Netherlands brand Cane Island Rum. 

Read Next:

Best Spiced Rums Better Than Captain Morgan

How to Make a Perfect Daiquiri Every Single Time

Here at The Daily Pour, we do more than write about current events in spirit. We are the only media property reviewing spirits and aggregating the scores and reviews of other significant voices in the spirit world in one place. If you’re interested in getting a shot of spirit in your morning email, sign up for our Whiskey Deal of the Day Newsletter