Havana Club reimagines Icónica Collection
Cuban rum brand Havana Club has updated its Icónica Collection, dedicated to extra-aged prestige rare rums.
The newly redesigned Icónica Collection features an elegant, contemporary design that is said to represent the pinnacle of Havana Club’s portfolio and Cuban rum. It celebrates Havana Club’s craftsmanship, heritage, and vibrant Cuban culture. The collection blends Havana Club’s storied heritage with the highest global luxury standards, heralding a new chapter in the brand’s legacy. For more than five decades, Havana Club has been reviving the island spirit with its extended ageing technique, first pioneered by the late maestro ronero, Don Navarro, in the 1970s with the creation of Havana Club Añejo 7 Años. It draws inspiration from Havana's La Giraldilla statute, a symbol of the city’s grace and resilience. Each bottle is adorned with a golden Giraldilla and fluted structure, creating a consistent look across the portfolio. Havana Club Selección de Maestros is 45% ABV and has been crafted and approved by Havana Club’s maestros del ron Cubano. The new bottle design features elements inspired by Havana’s sunrays and interlinking ironwork. The expression retails for €59 (US$65). Aged for a minimum of 15 years, Havana Club Gran Reserva Añejo 15 Años is offered at 40% ABV and has a suggested retail price of €209 (US$230). Representing the only age statement expression in the series, 15 Años' new design features enveloping patterns that 'evoke the softness of the rum' and its mahogany colour. The collection's pinnacle, Havana Club Máximo Extra Añejo, is bottled at 40% ABV, has an RRP of €2,500 (US$2,756) and is limited to 1,000 bottles annually. Presented in a hand-blown crystal decanter, the rare expression was revamped last year, paving the way for a new image across the entire portfolio. Asbel Morales, one of Havana Club’s maestros del ron Cubano and the visionary behind the Icónica Collection, said: “This transformation is a tribute to our craftsmanship, our heritage and the vibrant Cuban culture that defines Havana Club. “Each bottle in the Icónica Collection encapsulates the mastery of Cuban rum-making, a legacy now recognised by Unesco as a World Intangible Heritage. As maestros, we are committed to preserving and passing down these traditions, offering future generations an experience to be remembered and savoured.” The revamped Icónica Collection will be rolled out globally over the coming months and widely available across markets early next year. Last month, Havana Club launched its mango and lime-flavoured rum-based spirit in Germany, following its debut in May. Earlier this year, Nathalie Parte was appointed head of marketing of the Pernod Ricard-owned rum brand. In December 2023, the brand's core range received an image boost with a new design to modernise its portfolio.
