Havana Club redesigns Máximo Extra Añejo
Pernod Ricard-owned Havana Club rum has refreshed the packaging for its limited edition Máximo Extra Añejo to make it more sustainable.
Havana Club Máximo Extra Añejo is a limited edition rum with only 1,000 bottles released annually. The revamped design for the bottle has been inspired by sustainable packaging formats. The new vessel presents a ‘modern twist’ on the crystal decanter, with the crystal stopper made to be ‘even more distinct’. The rum’s box is made from certified wood by-products, and includes an 89% reduction of plastic components. There is a 20% decrease in the number of components used in the packaging, the brand said. Anne Martin, global marketing director for Havana Club, said: “Havana Club Máximo Extra Añejo has always exemplified the very best of Cuban rum; connoisseurs the world over recognise the decanter’s graceful lines which beautifully complement the expression’s vibrant, amber glow. “Now, a refreshed design even better embodies the spirit and heritage of this prestigious liquid, in addition to the know-how of our maestros, while acknowledging our responsibility to deliver the more recyclable, sustainable packaging global consumers call for.” Máximo Extra Añejo is crafted by blending the ‘finest and oldest’ rum reserves ageing in Havana Club’s cellars. It is aged in white oak barrels and boasts smoky notes with flavours of pear, coconut and dried fruit. The redesigned pack is available worldwide. The rum brand recently brought its Cuban Mode campaign to the UK with a multi-million-pound push.
