Pernod Ricard-owned Havana Club rum has unveiled its first spiced expression in a bid to attract younger drinkers.
The new Havana Club Cuban Spiced (35% ABV) is a combination of 100% Cuban rum and ‘exotic flavours and warming spices’.
The expression is said to ‘balance the taste of sweet vanilla and aromatic spices with hints of juicy ripe guava, toasted coconut, and fresh pineapple’.
The brand said it aims to target millennials and generation z consumers with the new bottling, which allows new and existing rum fans to ‘explore alternative and accessible flavours’. The 35% ABV bottling is said to pair well with cola, ginger beer, or coconut water, or in cocktails such as a Daiquiri or Espresso Martini.
Anne Martin, global marketing director at Havana Club International, said: “The concept behind Havana Club Cuban Spiced was to create a product which would appeal to a growing audience of spiced fans while also celebrating our renowned double-aged rum for which we are famous.
“We know that more than two thirds of young adults that purchase rum opt for spiced offerings [Dunnhumby data] so we have created a fusion of exotic flavours that will appeal to these drinkers.
“The result is a perfectly balanced offering that’s tropical on the nose, sweet on the palate and finished off with warming spices and hints of nutmeg and cardamom for a delightfully warming edge.
“We are confident that the gender-neutral look and feel of the bottle will stand out on shelf while its vibrant flavour will make this a modern-day cocktail staple.”
Havana Club Cuban Spiced will be available from 15 March 2021 in the UK, priced at RRP £22 (US$30.50) per 700ml. It will be rolled out globally in the coming months.
Via The Spirits Business