Havana Club Cuban Spiced is being released exclusively in the UK, with Pernod Ricard releasing it to selected wholesalers in a 70cl bottle from mid-March.
The product 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].
Read more: On-trade channel director appointed at Pernod Ricard
Chris Shead, off-trade channel director at Pernod Ricard UK, said: “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.”
[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
