UK. Pernod Ricard World Trade (PRWT) has announced a revitalisation of Havana Club, its authentic Cuban rum brand, with new packaging, the introduction of a new reference and an additional bottle-size.
The new packaging retains the key elements that characterise the brand and identify it as the only authentic Cuban-produced rum to be distributed internationally, while conveying a more modern image.
The label is the main change and has been designed to replicate a cigar label. Other changes include colour-coded caps to differentiate references, an updated neck label and a new distinctive bottle shape. The shape of the Añejo Reserva and Añejo 7 year old bottles are staying unchanged, in deference to strong customer loyalty and brand recognition.
Meanwhile Havana Club is phasing out its Silver Dry reference and introducing a new family member: Añejo Blanco (aged white), which is targeted at customers who prefer a light rum with many different underlying aromas and made according to traditional Cuban ageing methods.
Havana Club’s main references in travel retail, Añejo Blanco, Añejo 3 year old, Añejo Reserva and Añejo 7 year old, are available in 70cl and 100cl bottles, the latter being newly introduced for Añejo Reserva and Añejo 7 year old.
PRWT marketing director James Clarke commented: “We had an excellent response when we tested the new packaging in key European domestic markets, and we are sure that we will have similar success in the travel retail channel. We are confident that the changes will help cement Havana Club’s position as the authentic Cuban rum and increase its market share.”
Marketing manager global brands Karen White added: “While strong organic development in key domestic markets helped Havana Club to achieve double digit growth in 2003 against 2002, travel retail fared even better with the brand adding over +20% in the channel during the last 12 months.
“The refreshed packaging heralds the start of another exciting year for the brand. The launch of a new product at the premium end of the range and a unique instore concept are just two of the initiatives planned over the coming months.”
