Havana Club revamps range

Pernod Ricard-owned Havana Club rum has been given a redesign in a bid to modernise its portfolio.

From January 2024, the bottles will sport new labels inspired by the brand's home in the Cuban capital of Havana. Head of portfolio at Havana Club, Alex Varela, said: “As the leading Cuban rum brand, we’re very excited to unveil a new look for our renowned core range that speaks of our proud heritage. “While the liquids crafted by our skilled team of maestros del ron Cubano [masters of Cuban rum] stay true to their roots, the refreshed labels add an innovative touch that blends modernity with tradition, enhancing experiences for customers and bartenders from all corners of the world.” For starters, the brand's flagship bottle, the Havana Club Añejo 7 Años, will add a modern twist to its classic design, inspired by Havana's iron doorways. It will be adorned with the signature of the brand's  founder, Don José Navarro, primer maestro del ron Cubano (first master of Cuban rum), and the bottle capsule will highlight the number seven. Next, the Havana Club Especial 3 will have a new look 'symbolising uplifting, high-energy moments' that's similar to that of the Havana Club Original – Añejo 3 Años, which keeps its old design. Both bottles will display La Giraldilla, the symbol of Havana, on their capsules. Meanwhile, the spiced expression will have a golden halo on the front, and the smoky expression will have a red capsule, to signify its smoky finish in Scotch whisky casks. On the whole, the bottles will feature thinner glass repartition in the bottle mould, while each label will have a QR code leading to an e-label page that consumers can explore, with bottle details and links to the brand's heritage. Recently, The Spirits Business spoke in detail to Christian Barré, Havana Club International CEO, about the rum category. The brand will also host a new bartending contest centred around teamwork, named Havana Club Cocktail Maestros.