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.”