CUBA. Havana Club International has opened a new rum distillery in San José, 30km from Havana city centre, as part of the company’s ambition to grow the brand’s annual sales to five million cases by 2013.
The distillery specialises in the production of dark aged rums, using traditional Cuban processes based on “añejamiento natural” – the art of blending and ageing, overseen by highly trained Master Blenders, “Maestros Roneros”.
Its six “naves de añejamiento” (ageing cellars) are said to offer the largest ageing capacity in the rum industry.
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| (Clockwise from top left) The Havana Club range; Premier Master Blender Don José Navarro; a Havana Club ageing cellar; Don Navarro (centre) with two fellow “Maestros Roneros” | |
Sales of Havana Club in 2006 are estimated to be close to 2.6 million 9-litre cases, which, it is predicted, will move the brand to around number 30 in the Impact Top 100 Premium Spirits Brands ranking.
About Havana Club
The Havana Club International S.A. joint-venture was established in November 1993 by Cuba Ron S.A. – responsible for rum production – and Pernod Ricard Group, with the goal of developing the Havana Club brand internationally via Pernod Ricard Group’s strong international distribution network.
By operating the new distillery, Havana Club International undertakes rum production for the first time, while Cuba Ron S.A. will continue producing the portfolio’s white rums.
From sales of 460,000 9-litre cases in 1994, Havana Club entered the Impact Top 100 Premium Spirits Brands in 1998 with one million 9-litre cases, and reached two million in 2004.
The company is based in Havana and exports to 124 countries worldwide.
MORE STORIES ON HAVANA CLUB
Pernod Ricard reports continued brand dynamism – 30/10/06
Pernod Ricard World Trade unveils special edition Cuban Barrel Proof Havana Club – 16/09/04
