Bacardi is set to roll out its version of Havana Club across the US

Bacardi is set to roll out its version of Havana Club across the US

Bacardi is looking to bolster the presence of its version of Havana Club in the US, through a broader roll-out programme and a brand extension.

The company, which lays claim to the Havana Club trademark after it partnered with original owner the Arechabala family in 1994, has had a white rum iteration available in limited numbers in Florida for the past 20 years. However, Bacardi has announced today that the Añejo Blanco, which is produced in Puerto Rico, will roll out to Colorado, Georgia, Illinois, New Jersey, Nevada, New York, Pennsylvania and Texas in July and August.

At the same time, a dark rum expression, Añejo Clásico, will launch in Florida next month, ahead of a nation-wide roll-out on the same lines as the Blanco expansion.

Havana Club Añejo Clásico, which will retail at US$21.99 per bottle, comprises liquid that has been aged in oak casks for between one and three years. Once blended, the rum spends a further three months in the casks.

Supporting the roll-out and brand extension, Bacardi has prepared a marketing campaign, titled 'The Golden Age, Aged Well'. Focussing on Miami, Atlanta, Chicago, Dallas, Houston, San Antonio, Denver, Las Vegas, New York City and Philadelphia, the activation uses taglines including "The Freedom, The Decadence, The Dazzle, The Glamour. If Only Someone Had Bottled It", and "Even A Revolution Couldn't Topple The Rum".

Bacardi has been in long-running dispute with Pernod Ricard over the rights to the Havana Club trademark. Earlier this year, the Office of Foreign Assets Control in the US granted Pernod and its Havana Club partner, Cuban state-owned Cuba Ron, the licence to secure registration of the rum trademark in the US. Bacardi had previously held the trademark in the US, where Pernod has been unable to sell its Havana Club due to the country's trade embargo on Cuban products.