Havana Club spices up rum market

Havana Club Cuban Spiced

Havana Club is introducing its first spiced variant exclusively to the UK, Havana Club Cuban Spiced.

It blends the brand’s double-aged rum with exotic flavours, balancing the taste of sweet vanilla and aromatic spices with hints of guava, toasted coconut and fresh pineapple.

Cuban Spiced is aimed at attracting millennial and legal-aged Gen Z drinkers into the Rum category. The UK is one of the fastest-growing Spiced Rum markets, and the sub-category is the second fastest growing in the off-trade (+50.6%).

The launch is supported by point of sale to drive in-store visibility, e-commerce banners and digital media, as well as PR and influencer activity that will reach over 80% of 18 to 29-year-olds in the UK.

Chris Shead, Off-Trade Channel Director at Pernod Ricard UK, said: “Sixty-one per cent of young adults that purchase Rum buy Spiced Rum and we’re confident that Havana Club Cuban Spiced will offer a unique proposition that sets it apart from the competitive set of nautical-inspired Spiced Rums. Set to recruit new consumers into the category with a gender-neutral design and the perfect balance of fresh, sweet and tropical flavours, we believe Havana Club Cuban Spiced will prove to be a great addition to the brand portfolio.”

Havana Club Cuban Spiced (35% ABV) is available in 70cl bottles at an RSP of £22 to Nisa retailers and from select wholesalers.