Click through to view an image of the re-launch

Click through to view an image of the re-launch

Pernod Ricard is re-launching its Havana Club Añejo Especial rum expression next month with new packaging and a new recipe in a bid to attract whisky drinkers.

The new liquid, which will remain at 40% abv, will offer a “sweeter taste profile”, the company said. The packaging is being changed to highlight the drink's “provenance”, including a “font with a handwritten style and an oak barrel effect on the label”.

Nick Blacknell, Havana Club International's international marketing director, said he is confident the drink will "satisfy demand from sociable young adults seeking a naturally sweeter taste profile, but for whom authenticity and high quality are equally important purchasing cues". 

He added that it is an "expression that can attract whisky drinkers". 

The product will launch in Germany next month priced at EUR15 (US$20), before rolling out globally “over the coming year”, Pernod said.

Expert analysis

Global market review of rum – forecasts to 2017

Global market review of rum – forecasts to 2017

For a category that sells around 146.4m cases annually, it may seem unusual to characterise Rum as a relatively unexploited opportunity. Indeed it is already a diverse and eclectic category with a wid...read more