CUBA. Pernod Ricard World Trade is unveiling a special edition of its Havana Club rum called Cuban Barrel Proof.
As the name suggests, the spirit is bottled straight from the cask. It is a travel retail exclusive.
After the initial ageing phase of its aguardientes – the aromatic sugarcane molasses distillates – the rums that make up the blend are aged in old oak. It is drawn from the wood at about 45 proof and then “˜finished’ in younger casks to rejuvenate the oak aroma. Then the best casks are selected.
The rum was recently awarded a Gold Medal at the 2004 International Review of Spirits conducted by the Beverage Tasting Institute.
According to the Duty Free Intelligence Centre, super premium rum has outstripped the growth rate of super and ultra-premium Scotch since 1994 and today accounts for around 4% of total travel retail rum value “with the prospect of further development in the coming years.”
Pernod Ricard World Trade said: “In a travel retail spirits market that has faced challenges such as the aftermath of 9/11 and SARS, the super-premium brown spirit category has consistently shown growth.”
Cuban Barrel Proof will be offered in one litre bottles for travel retail. Pernod Ricard World Trade Marketing Director James Clarke said the precise level of pricing will vary by country and region, according to duty levels. “But the competitve set includes leading single malts,” he told The Moodie Report.
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