Pernod Ricard’s Havana Club has named Nathalie Parte as the Cuban rum brand’s next international marketing director.
Parte, who has been with the group since 2013, was previously brand director across a range including Ricard, Ballantine’s, Jameson, Lillet and Suze. She spent a decade at the Martell Mumm Perrier-Jouët unit, overseeing the Martell brand’s marketing strategy in key cognac markets.
In her new role, Parte will be responsible for promoting the portfolio’s credentials, ensuring Havana Club’s Cuban provenance continues to feature prominently in its marketing activity.
Parte replaces Anne Martin, who occupied the international marketing director role for three-and-a-half years. Global Drinks Intel understands Martin has moved to become the global marketing director for blended scotch Clan Campbell at Stock Spirits.
Pernod Ricard offloaded Clan Campbell to Stock just over a year ago for an undisclosed sum.
“We’re delighted to welcome Nathalie to the Havana Club family,” said the brand’s CEO, Christian Barré. “Her … strategic approach to marketing will play an instrumental role in propelling our brand to new heights, as we continue to strengthen our market position and expand our global footprint.”
Last year, Global Drinks Intel conducted a wide-ranging exclusive interview with Barré, discussing topics such as the brand’s financial performance, the ongoing premiumisation of the wider rum category, the US embargo of Cuba and the long-standing dispute with Bacardi over the Havana Club trademark.
