Moët Hennessy’s Eminente Cuban rum has made its global travel retail entry, two-and-a-half years after launching in domestic markets.
The brand, which was unveiled in late 2020, is marking the roll-out with an activation in Paris Charles de Gaulle Airport. Travellers will be offered a ‘Cafecito’ serve of Eminente Reserva with coffee, while a bottle purchase will come with a free Cuban scarf.
The pop-up bar and retail outlet is located at gate L in terminal 2E at the airport and runs until 26 June.
“We are elated to introduce Eminente … to the global travel retail market through this immersive activation,” said Moët Hennessy’s travel retail, Asia Pacific & private sales president, Laurent Boidevezi. “Paris … serves as a perfect stage to unveil Eminente … .”
Eminente, which is aged for a minimum of seven years, is produced by the state-owned distiller, Cuba Ron, which also handles the production of Havana Club for Pernod Ricard. The partnership with Moët Hennessy came about following the end of an exclusivity arrangement between Cuba Ron and Pernod Ricard back in 2013.
The producer also works with Diageo on its Santiago de Cuba rum brand. None of the three rums are available in the US.
The Reserva expression carries an SRP in GTR of EUR45.90 [US$50] duty free, and EUR55 duty paid.
