Pernod Ricard’s rum brand Havana Club has been growing in global markets as the spirit gains popularity and brands push the category further into the realms of premiumisation. At the same time, spiced variants are being rolled out in numerous formats to entice newcomers to the category.
“We’ve been trying to showcase the diversity and versatility of rum as a category” – Havana Club global marketing director Anne Martin
“We’re very optimistic about the future of rum.”