 |
Havana Club Máximo Extra Añejo is presented in a hand-blown crystal decanter |
INTERNATIONAL. Pernod Ricard has announced that Havana Club Máximo Extra Añejo ultra-premium rum is to be launched at Istanbul Airport in December.
The Turkish gateway will be the next European travel retail outlet to introduce the €1,400 handcrafted decanter.
Created for rum connoisseurs, Havana Club’s ultra-premium reference was initially listed in Frankfurt Airport and in Paris Charles de Gaulle Terminal 2E in July 2009, where successful sales have led to the bottle being rolled out in further European travel retail outlets.
Following the success of its summer promotion, held in July, Frankfurt Airport is running its Havana Club’s Máximo Extra Añejo promotion there again this month.
Gebr Heinemann Retail Manager Frankfurt Airport Stephan Tasch commented: “Right from the beginning of the promotion, many passengers showed great interest in Havana Club Maximo Extra Añejo. They requested more information about this exceptional product and showed quite a willingness to buy.”
Said Pernod Ricard Travel Retail Europe Regional Marketing Manager John Smailes: “Our promotion for Havana Club’s Máximo Extra Añejo has been a great success so far and we hope by extending our launch we will introduce our ultra-premium range to more customers.”
Launched last year at the 2008 TFWA World Exhibition in Cannes, Havana Club Máximo Extra Añejo is handcrafted from rare extra-aged rums by Don José Navarro.
About Havana Club
Havana Club is the number two international rum brand outside the US and the only genuine Cuban rum to be distributed worldwide, according to brand owner Pernod Ricard.
In 2008 Havana Club was ranked the 25th international premium spirits brand by Impact.
MORE STORIES ON HAVANA CLUB
Havana Club to bring aged Cuban flavour to Cannes – 23/09/08
