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
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.
In the first part of just-drinks' interview with Bulldog Gin Co's founder & CEO, Anshuman Vohra, we looked at the birth and rise of the brand. In part two, Vohra considers the wider gin segment, Bulld...
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....
No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....
Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....
Experts have said drinks and brands that do not centre around one gender will drive future trends, as modern consumers look to avoid stereotypes. ...
In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....
- Five ways small brands can beat big players
- The end is nigh for Global Travel Retail - Comment
- Interview, Bulldog Gin founder Anshuman Vohra
- Pernod Ricard Q1 2017 results by region, brand
- Pernod Ricard's Q1 results - Preview
- Diageo most at risk to Thai alcohol ban - analyst
- Stumbling UK Pound prompts Conviviality price hike
- Jobs at new India hub won't affect staff - Diageo
- AB InBev fund ZX Ventures buys homebrew co
- Edrington’s The Macallan 40 Year Old - NPD
- Global gin insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global Wine Market 2016-2020
- Global RTD insights - market forecasts, product innovation and consumer trends