Havanista is formally launched

25 November, 2013

Pernod Ricard has launched formally the Havanista Cuban rum brand at the celebrations to mark the 20th anniversary of Havana Club International.

Havana Club International (HCI) managing director, Jérôme Cottin-Bizonne, announced the launch at the brand’s 20th anniversary over last weekend.

The trademark was registered in 2011 to allow the distribution of HCI brands in the US market once the US government decides to lift its trade embargo.

Pernod Ricard CEO Pierre Pringuet, told Drinks International that the intention is that Havanista will be “the first Cuban rum in the US” once the embargo is lifted.

Pernod Ricard announced the registration of the brand back in May 2012. At the celebrations, it was revealed that seven-year-old brand which is exactly the same as Havana Club in all but its name, is now available in Museum of Rum in Havana.

HCI, which is a joint venture between Corporación Cuba Ron SA and Pernod Ricard, says: “Havanista rums benefit from the same know-how and quality credentials as all Havana Club rums, retaining the same liquid, bottle shape and packaging cues, with only the brand name being different.”

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