Blog: Pernod Ricard's Havanista remains poised to capitalise post-embargo

James Wilmore | 27 February 2015

Havanista - on sale at the Havana Club Rum Museum

Havanista - on sale at the Havana Club Rum Museum

Spotted in Havana this week - a healthy stock of Pernod Ricard's Havanista rum.

The brand, which is the same as Havana Club 7-Year-Old in all but name, is still being sold in the company's visitor shop at the Havana Club museum in the Cuban capital. It's the only place in the world, currently, where the rum is sold under this moniker. 

The story of the label is a complex one, but it is Pernod's chance to launch immediately back into the US market when the country lifts its near-55-year-old trade embargo on Cuba. The prospects have been raised after December's initial move to normalise relations

Pernod Ricard and its JV partner, state-owned Cuba Ron, still has hopes it can get back the Havana Club name in the US, but remains prevented from doing so due to a long-running legal battle with Bacardi over the name. Bacardi currently sells a small amount of rum under the Havana Club name in Florida.

Speaking to just-drinks in Havana this week, Jerome Cottin-Bizonne, Havana Club's director general, acknowledged that Havanista could be regarded as an insurance policy if it fails to get back the trademark in the US. “We want to be sure we will be number one company in the US selling 100% Cuban rum in the US,” he said.

Just-drinks did not see Havanista exactly flying off the shelf and Cottin-Bizonne insisted it was being sold more for collectors then an attempt to build the brand. “Havanista is Havana Club and people know that already,” he said.  

Sectors: Spirits

Companies: Pernod Ricard

ANALYSIS

The President-Elect Trump effect on alcohol, the draw of local spirits and the vital role of the IR director - The just-drinks Analyst

just-drinks is thrilled to welcome a new industry commentator to the fold. Until earlier this year, Ian Shackleton spent over 25 years as a beverages analyst with several major banks, including Credit...

BLOG

Coca-Cola's selfie bottle might be a step too far

Whenever we read anything about Millennial consumers, there is almost always mention of the personalisation trend as well as the importance of social media....

BLOG

Anheuser-Busch InBev execs have a dream - a US$350m-sized one

Ever wondered what fuels Anheuser-Busch InBev's acquisitional drive? Is it naked ambition? Faith? The good of mankind?...

BLOG

Anheuser-Busch InBev's Bud Light ad pull shows not all campaigns can win

Anheuser-Busch InBev is reportedly calling a halt to its Seth Rogan and Amy Schumer Bud Light campaign in the US....

BLOG

SABMiller's last word

Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....

just-drinks homepage



Forgot your password?