Britain’s number-one cocktail, the Mojito, is being championed in a new campaign for Havana Club rum, directing consumers to the bars where it is served best.
Pernod Ricard UK is promoting a perfect Mojito served with Havana Club Añejo 3 Años, ensuring that staff are trained in making the drink to an authentic Cuban recipe quickly in high volumes.
It will be supported by education and advice by international brand ambassador Meimi Sanchez who will be touring bars, pubs and clubs around the UK.
The recipe, based on that used by legendary Havana bar Bodegita del Medio, includes sparkling water such as Perrier and calls for the white sugar to be dissolved in the lime juice, the mint leaves not to be over-muddled, and for cubed ice to be used instead of crushed.
To drive awareness of the serve among consumers, an online hub at www.havana-mojito.co.uk will be launched in mid-April, designed to guide them to the best Mojitos via an interactive map. It will also offer the chance to win prizes and receive unique offers to be redeemed throughout the summer months.
The online hub will highlight bars where staff have been through a Havana Club certification programme that indicates they know how to make an authentic Cuban Mojito.
Those that have achieved certification will receive a plaque to display in their venue and be advertised via the brand’s online hub and social media. The programme will be supported by point-of-sale materials including branded Mojito tin serving vessels.
Adam Boita, head of marketing for Pernod Ricard UK, said: “Cuba is the birthplace of the Mojito, therefore a truly authentic Mojito must be made using Cuban rum.
“Havana Club Añejo 3 Años is made and aged naturally in Cuba for three years to enable it to develop aromas that will give the Mojito its authentic Cuban taste.
“We are ramping up our on-trade activity to ensure consumers are able to experience the best authentic Cuban Mojitos when drinking out-of-home.
“We also want to make it as easy as possible for them to do so, which is why we have designed a mobile-friendly map to allow consumers to locate the best Mojito bars in London and really make 2015 the year of the Mojito.”
Havana Club will bring the pop-up Casa Havana Mojito to London markets over 36 days between May and August including Spitalfields, Greenwich and Brixton Village as well as the Taste of London festival in Regents Park in June.
The pop-up bars will allow consumers to learn how to make a Mojito and given them a tin drinking vessel to take away as a gift.
Havana Club Añejo 3 Años is experiencing 39% growth and has an 11% volume share of the category, according to on-trade figures from research group Nielsen.
Havana Club’s recipe for an authentic Cuban Mojito
2 teaspoons of granulated white sugar
Juice of half a lime
2 mint sprigs
90ml Sparkling water
45ml Havana Club Añejo 3 Años
4 ice cubes
Mix 2 teaspoons of sugar with the juice of half a fresh lime until it has dissolved. Add two sprigs of fresh mint and lightly muddle them. Add cubed ice and the rum and top up with the sparkling water. Add more ice if needed.