First spiced product from Havana Club set to target Gen Z and recruit new consumers to the category

Havana Club is introducing its first spiced variant exclusively to the UK, Havana Club Cuban Spiced. Made with 100% Cuban rum that has been 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.

The colourful bottle design with cross-gender appeal offers strong standout on shelf that will accelerate trial, and the liquid has been created with quality in mind and maintains its complexity. Taking inspiration from the vast tropical world of Cuba, Havana Club Cuban Spiced blends the brand’s double aged rum with exotic flavours, balancing the taste of sweet vanilla and aromatic spices with hints of juicy ripe guava, toasted coconut and fresh pineapple. It pairs perfectly with cola or ginger beer in simple serves, or as an ingredient to enrich classic cocktails such as a Spiced Daiquiri, a trait deep-rooted in the brand’s tradition.

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%) and contributing the majority of value to the Rum category[1]. Over the last 12 months, Havana Club has grown +57.5% in value, ahead of Total Rum (+34.5%)[2].

Chris Shead, Off-Trade Channel Director at Pernod Ricard UK, comments: “61% of young adults that purchase Rum buy Spiced Rum[3] 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.”

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% of 18-29 year olds in the UK. Havana Club Cuban Spiced (35% ABV) will be available at an RRP of £22 and launches in Tesco on 15th March, before rolling out in Waitrose from mid-April, Morrisons in May, and Co-op in June. It will also be available in Nisa, Bargain Booze and select wholesalers.

[1] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[2] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[3] Dunnhumby 02.01.21 Crossshop Analysis / Shopper Profile

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