Havana Club Cuban Spiced serve

Havana Club is introducing its first spiced variant exclusively to the UK. Havana Club Cuban Spiced will be available later this summer and have an rrp of £22.

The launch will be supported by 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% of 18-29 year olds in the UK.

Havana Club Cuban Spiced is aimed at attracting millennial and legal-aged Gen Z drinkers into the rum category with a new premium-priced spiced proposition. According to Nielsen data, 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%) and contributing the majority of value to the rum category.

Off-trade channel director at Pernod Ricard UK Chris Shead said: “61% 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.”