CUBA: Havana Club Añejo 7 Años gets global makeover
Havana Club International has unveiled a revamp of the packaging for its seven-year-old Havana Club rum variant.
The update includes higher visibility for the figure '7' on the bottle neck and a label that echoes the cigar bands found on Cuba's other well-known export. The cap and neck of the bottle also feature the signature of Havana Club's Primer Maestro Ronero, Don José Navarro.
"As part of our strategy to achieve sales of 5m cases by 2013, we are focusing heavily on the dark aged rum category," said Marc Beuve-Méry, managing director of Havana Club International. "To achieve this goal, we are investing heavily in the brand and specifically on our flagship product.
"We want to position Havana Club as one of the most premium, dynamic and contemporary spirits brands in the world and to achieve this, we need to ensure that the brand's packaging reflects that whilst remaining true to our remarkable history and heritage."
Earlier this year, Beuve-Méry told just-drinks that he was more optimistic of seeing an end to Cuba's row with the US, following last year's election of Barack Obama as president. The country's product have been the subject of a US embargo since the Cuban revolution of 1959.
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