Havana Club redesigns Añejo Especial

Pernod Ricard-owned Havana Club has redesigned the label for its Añejo Especial expression to reflect the brand's Cuban roots and “authentic” production process.

Havana Club Añejo Especial is a blend of young and old Cuban rum bases, which have been aged again in white oak barrels. The new look is presented on premium crafted paper and is inspired by Cuban street culture, featuring blue and red edges. The design also features tree rings, two oak barrels and a sand timer to communicate the brand’s double-aged maturation method. The new label is available in several markets, including the UK, France, Germany, Switzerland and Belgium. In addition, an Especial Cuba Libre serve is being promoted in UK bars and supermarkets and will also be supported across Europe through festival activations, such as the Especial Sessions at Tomorrowland in Belgium and Musik I lejet in Denmark. Nick Blacknell, marketing director at Havana Club International, said: “At Havana Club, we are proud of our Cuban culture, authentic rum production methods and revolutionary spirit – all of which are now reflected in the new Havana Club Especial label. The classic Cuba Libre serve will inspire a whole new generation with the refreshing taste of rum and cola. "We have seen what has happened in the gin category over the past five years and we expect the rum category to experience the same resurgence.”