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Pernod Ricard shakes up Havana Club rum's look and recipe

Published:  17 February, 2015

Pernod Ricard UK has changed the look and recipe of its rum Havana Club Añejo Especial to focus on the brand's Cuban roots.

Havana ClubPernod Ricard has shaken up Havana Club Anejo Especial

The front label has been redesigned with a handwritten look and an oak barrel effect, which the brand maintains communicates its "core values of authenticity, quality and tradition".

The new recipe, which has been developed by Maestro Ronero, Asbel Morales, blends aged rums to create a "rich aroma and taste profile", described as having vanilla, caramel, tobacco, cinnamon and orange peel notes. The rum remains at 40% abv but has a sweeter taste profile.

The new bottles will be available across grocery, wholesale and impulse channels from February 23, 2015, with an rrp of £20.35. The launch will be supported by in-store activation and a neck-collar with product information and an ideal serving suggestion for the Cuba Libre.

Havana Club's Morales said Havana Club Añejo Especial has a "distinctive flavour profile" thanks to the rum bases being aged in white, young oak barrels before being blended and aged for a second time ahead of bottling.

Adam Boita, head of marketing for Pernod Ricard UK, comments: "With this new recipe and premium look, we are confident that Havana Club Añejo Especial will satisfy demand from sociable young adults seeking a sweeter taste profile but for whom authenticity and high quality are equally important purchasing cues. The new look bottle design will also help deliver a stronger product message and provide retailers with heightened visibility on shelf."

The revamped rum has been tested by 15 high profile bartenders in the UK, including Manuel Alvarez of Milk and Honey, who rubber stamped the new Especial and said they preferred it in a Cuba Libre cocktail.