Havana, Cuba. Leading Cuban rum brand, Havana Club, which is owned jointly between Pernod Ricard and the Cuban Government, has collaborated with Ghanaian-Dutch artist, Frenna, to launch a new limited edition bottle of Havana Club 7.
As part of the brand-new campaign, ‘A Toast to the Culture’, Havana Club and Frenna worked closely with six up-and-coming artists to produce the limited edition bottle, an impressive music track and video, alongside an oil portrait of Frenna, inspired by the parallels between the Cuban energy of the brand and the Ghanaian heritage of one of Holland’s most successful artists.
The limited-edition bottle designed by Amsterdam-based designer Julian Roebling, emulates the vibrancy of Frenna’s culture, heritage, and roots. The label design features a disruptive gold colour scheme with Frenna’s famous ‘777’ logo, alongside Ghanaian cultural symbols, such as an eagle – symbolic of Ghana – and seven adinkra symbols signifying greatness, bravery, creativity, wisdom of the past, strength and hatred.
The ‘Waistline’ music track, produced by Rotterdam based talent Zedorix, and video, directed by Robin van Geeman – known for his work with brands like Patta and Cruel– raise a glass to culture and collaboration. The styling was entrusted to Ela van der Jeugd, who created a connection between fashion and entertainment. In addition, renowned photographer Calvin Pausania, who previously worked with the likes of Nike x Footlocker and Memphis Depay for Gaffer x Valentino, captured the essence and journey of the campaign through distinctive photography.
To inspire the next generation of creatives, talented British artist, Hannah Vernier, created an oil painting in which she drew inspiration from Frenna’s Ghanaian heritage and Havana Club’s Cuban roots. The portrait connects Hip-Hop culture with a physical painting, combining one of the most traditional forms of fine art with the modern-day to immortalise the successful campaign and inspire support of all creative talent.
Looking to the Future
Anne Martin, Global Marketing Director at Havana Club International, comments: “We are delighted to announce our collaboration in the Netherlands and Belgium with leading artist, Frenna, an artistic celebration of the cultural connections between Cuba and Ghana.
“This partnership marks the next chapter in Havana Club’s series of successful collaborations with renowned artists and brands including Skepta, Bad Gyal and Daily Paper. We look forward to continuing to support promising creatives and recruit the rum drinkers of tomorrow, whilst driving relevance, credibility, and cultural connections.”
The limited-edition Havana Club x Frenna bottle is now available in the Netherlands and Belgium at Gall & Gall, Drankdozijn and selected Belgian sneaker stores.
