Pernod Ricard has released details of a global marketing campaign to accompany the launch of a new-look bottle for its Havana Club rum mark’s Añejo 7 Años expression.
A “major 360 activation campaign” has been launched that Pernod Ricard said “spans trade advocacy, a digital reveal and enhanced off-trade visibility”. The activity will culminate at the Havana Club Cocktail Maestros Global Finals competition taking place from 7 to 11 September in Barcelona.
Activations will promote the ‘Golden Mojito’ serve – a signature serve for the iteration that replaces a mojito serve’s white rum base with the seven-year-old rum.
The new bottle (top) features a ribbed-glass “sunburst” effect and is said to be “inspired by the architecture, energy and enduring spirit of Havana”. The new design also hopes to “place greater emphasis on the rum’s Cuban provenance”.
Due to roll out globally, the updated packaging will debut in European markets including Benelux, France, Germany, Italy, Spain and the UK “this summer”, Pernod Ricard said, before expanding its presence elsewhere.
“Havana Club Añejo 7 Años has long been a benchmark for authentic Cuban rum, loved by bartenders and consumers alike for its depth, versatility and unmistakable Cuban character,” said Pernod Ricard UK’s commercial director, Ian Peart.
“This new design brings the quality of the liquid to life in an even more premium and contemporary way, helping shoppers navigate the category while celebrating the heritage and craftsmanship that make Havana Club so special.”
Last year, Pernod Ricard released a limited-edition bottle for Añejo 7 Años, created in collaboration with British-Jamaican fashion designer Martine Rose.
Reporting its fiscal 2026 results last week, the French group saw 12-month sales fall for a third consecutive year, blaming softness in China and US for the decline.
