Havana Club is introducing its first spiced variant exclusively to the UK, Havana Club Cuban Spiced. Made with 100 per cent Cuban rum enriched with spices and natural tropical flavours, the spirit drink has an exotic look and feel and flavour with strong provenance and heritage, which is core to the brand. Debuting in an eye-catching 70cl bottle, Havana Club Cuban Spiced will hit shelves from 15th March.
Havana Club Cuban Spiced is aimed at attracting millennial and legal-aged Gen Z drinkers into the Rum category with a totally new premium-priced spiced proposition. 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 per cent) and contributing the majority of value to the Rum category . Over the last 12 months, Havana Club has grown +57.5 per cent in value, ahead of Total Rum (+34.5 per cent) .
“61 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,” commented Chris Shead, Off-Trade Channel Director at Pernod Ricard UK.
Havana Club Cuban Spiced will be supported at launch by eye-catching point of sale to drive in-store visibility, eCommerce banners and digital media, as well as PR and influencer activity that will reach over 80 per cent of 18-29 year olds in the UK. Havana Club Cuban Spiced (35 per cent ABV) will be available at an RRP of £22 and launches in Tesco on 15th March. It will also be available in Nisa, Bargain Booze and select wholesalers.