Pernod Ricard co-owned Havana Club will update the look of its core range in the New Year.
The “modernise and premiumise” project, which applies across five expressions from the Cuban rum, comprises cues linked to the city of Havana, such as its iron doorways and ‘La Giraldilla’ symbol. Also featured is a QR code “e-label” platform that will include responsible drinking messages along with ingredients and nutrition details.
The five iterations are:
- Havana Club Original Añejo 3 Años, which was updated last year,
- Havana Club Añejo 7 Años,
- Havana Club Especial,
- Havana Club Smoky, and
- Havana Club Cuban Spiced
The new look will appear on shelves in January.
“The refreshed labels add an innovative touch that blends modernity with tradition, enhancing experiences for customers and bartenders,” said Havana Club head of portfolio Alexa Varela.
Pernod Ricard holds full sales and marketing responsibilities for the rum, with state-owned partner Cuba Ron handling Havana Club’s production. Earlier this year, Global Drinks Intel exclusively revealed the release of Vintage 2007, the first age-statement expression from the brand.
