Pernod Ricard’s Havana Club International joint venture has revised the packaging for the rum brand’s higher-end Máximo Extra Añejo iteration.
The limited-edition rum, which comprises an annual 1,000-unit run, has been the subject of a reset based on “growing consumer interest in more sustainable packaging formats”. Among the changes are a near-90% reduction in the pack’s use of plastic and a more recyclable gift box.
The new look for Havana Club Máximo Extra Añejo applies with immediate effect in all markets. In the UK, the most recent release carries an SRP of GBP1,700 [US$2,100].
Speaking exclusively to Global Drinks Intel earlier this week, the CEO of HCI, Christian Barré, provided details of a debut ‘vintage’ series of rums, commencing later this year with Havana Club 2007. HCI, which is handled by Pernod Ricard, is jointly owned with state-owned Corporación Cuba Ron.
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