Photos: Otmaro Rodríguez
Havana Club, the dynamic and iconic rum brand of Cuba, develops proposals to conquer new consumers, the key is innovation.
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At the Havana International Trade Fair (FIHAV 2019, this November 4-8), they’ll release a special product based on “Havana 7 años,” in a similar range and with a smoked barrel finish. At the event, they’ll also present the professional editions of “Havana Club C” and “D”; and, as a tribute to Havana on its 500th anniversary, the high-end “Havana 1519,” as special as the city and date it’s named after.
Generation Z
Havana Club is a brand with history that respects its tradition and, based on its knowhow, develops innovations that raise the perception of rum. One of the brand’s strategies is constant innovation. Hence the company is focused on the generation of digital natives, including Instagrammers and influencers. For those looking for an experience worthy of sharing with their social feeds, Havana Club offers dark rums and refreshing cocktails, such as the daiquiri frappe or the Cancha, a variation on the famous Cancháncara drink from Trinidad, changing still water for fizzy water.
Havana Club’s connection with the youngest consumers (over Cuba’s legal drinking age of 18, of course!) includes —in association with urban artists— the launch of an advertising campaign on social media and various platforms under the slogan “Cuba made me,” through which they intend to promote the values and excellence of Havana Club rum and its centuries-old cultural tradition.
Much more than a drink for pirates
Historically, rum has been viewed as the least stylized of all spirits. For a long time, it was considered a drink to mix with soda. The brand’s mission now is to lead a Rum Revolution, change the way people perceive and consume it, the way they drink it. For that they have the Icónica collection of the highest quality and complexity, ideal for pairing with a good Habano (cigar).
Havana Club also educates consumers, demonstrating that rum is much more than a pirate’s drink, which can be on offer in fine lounges alongside the most luxurious alternatives, at the level of a good brandy or a whiskey. Cuban Rum Maestros’ knowledge is considered of national cultural heritage, as is Havana Club rum, a great ambassador of Cuban culture in the world.
