A new look has been unveiled for Havana Club Añejo Especial rum alongside activity to promote the brand’s “modern take” on the classic Cuba Libre.
The gold-coloured aged rum features a new label designed to reflect the vibrancy of Cuba and better communicate the quality and authentic production process of the liquid to modern rum drinkers.
It uses premium crafted paper with striking blue and red edges inspired by Cuban street culture, while the inclusion of tree rings, two oak barrels and a sand timer denote the authentic “doblemente añejado” – or double-aged – maturation method that gives Havava Club Especial its smooth and balanced flavour.
The bottle’s shape, the signature of Havana Club’s maestro del ron Cubano and the “El ron de Cuba” tagline remain and are consistent with Havana Club 3 Años and Havana Club Añejo 7 Años, highlighting the comprehensive family of rums from Havana Club.
To mark the new look, Havana Club is championing the Cuba Libre (pictured) – a Cuban classic traditionally made with golden rum produced in Cuba. It combines Especial with cola, ice and a wedge of fresh lime.
The Especial Cuba Libre 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. The Cuban spirit will be brought to life through dedicated branded bar and point-of-sale materials such as glasses, jugs and give-aways.
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.
“The Especial Cuba Libre is set to excite consumers – its beauty is in its simplicity, perfect to be enjoyed in a bar or with friends at home.”
Havana Club Añejo Especial is a blend of young and old Cuban rum bases, which have been aged again in white oak barrels to enhance the rum with soft notes of vanilla.
The new Havana Club Especial label (pictured below) is available in several Especial markets including the UK where the brand is distributed through Pernod Ricard UK.