Havana Club has joined forces with clothing brand Places+Faces to launch a limited-edition bottle available exclusively to convenience retailers in July.
Impulse retailers will also see the bottle offered with a set of Havana Club playing cards illustrating different brand serves.
The bottle is complemented by a selection of merchandise in the Places+Faces signature style, including t-shirts and a hoody. These items will be available to purchase on placesplusfaces.com from 24 July, with 50% of sales going to Black Learning Achievement and Mental Health (BLAM).
The limited-edition bottle is being supported by a digital and social media campaign, as well as out of home. Havana Club has also developed a range of POS materials for grocery and convenience stores.
Josh McCarthy, brand director at Pernod Ricard UK, said: “Havana Club is proud to invest in long-term relationships with a collaborator like Places+Faces. We deeply value and respect the creative vision and community standing of Ciesay and Soulz, and we’re excited to team up with them once again on the 10th anniversary of the cult fashion brand and celebrate the electric energy of Havana by bringing it to UK streets. Over the last few years we’ve built a solid position as a street culture icon amongst Generation Z, and this partnership continues a run of authentic collaborations from the bestselling rum brand.”
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