Havana Club launches flavours to enhance aged rum

Havana Club Old Fashioned

New drink flavourings have been launched in a collaboration between Havana Club rum and bitters producers The Bitter Truth.

The Essence of Cuba range is inspired by Havana Club Añejo 7 Años, offering bartenders a new way to serve and enjoy the aged Cuban rum. The four flavours are Aromatic Leaf, Honey, Island Fruit and Coffee.

Produced like cocktail bitters, although not bitter to taste, they have been made by The Bitter Truth, founded by German bartenders Stephan Berg and Alexander Hauck.

The Essence of Cuba range has been designed to highlight the natural flavours and aromas of Havana Club Añejo 7 Años, the first Cuban rum crafted to be sipped.

To launch The Essence of Cuba range within the on-trade, distributor Pernod Ricard UK has selected 15 “hero” venues from key UK cities including London, Manchester, Leeds, Edinburgh and Glasgow, that will promote the new bitters in different ways, from table serves to food pairings.

The activations will then be rolled out nationwide, with promotions that centre on sharing occasions, digital amplification and heightened in-bar visibility.

Liam Murphy, senior brand manager for Pernod Ricard UK, said: “To support the launch of Havana Club Essences of Cuba we entrusted our sales team to select bars across the UK, which were then treated to a brand immersion day by our brand ambassadors Meimi Sanchez and Mike Foster.

“Both introduced the outlets to The Essences of Cuba and advised those taking part how to promote them to customers within the on-trade.

“This is an extremely exciting launch for the brand as it opens up an entirely new drinks category within the on-trade, with the essences enhancing the rum’s natural flavours, making it more accessible to a wider audience.”

To celebrate the launch, Havana Club has teamed up with Andy Loudon, the Havana Club Grand Prix 2014 competition winner, to produce a range of cocktail serves using each of the flavours.

The recommended serve for The Essence of Cuba range is to add three dashes of flavouring to 40ml of Havana Club Añejo 7 Años and ice to easily create a drink that is complex in flavour. Recipes include twists on an Old Fashioned and a Tom & Jerry (pictured).

tom and Jerry Havana Club

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