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Moet Hennessy lifts curtain on Eminente Cuban rum

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Moet Hennessy has confirmed details of the European roll-out of its recently-launched Cuban rum brand, with Eminente Reserva positioned at the higher end, price-wise.

Eminente Reserva was launched in a raft of European markets in December

Eminente Reserva was launched in a raft of European markets in December

The expression, first announced by Moet Hennessy late last year, hit Czech, France, Germany and the UK about two months ago. Priced in the UK at GBP47 (US$65) per 70cl bottle, Eminente comprises liquid that has been aged for at least seven years.

The rum is produced by state-owned Cuba Ron Corp, which controls the distillation of all of Cuba's rum brands, including Diageo's Santiago de Cuba. The corporation is also a joint-venture partner with Pernod Ricard for Havana Club.

"We are delighted to see Eminente officially launch in the UK, particularly at a time when the rum category is increasingly dynamic and diverse," said Eminente market manager Max Helm. "We believe Eminente's story, the Cuban heritage and the … liquid in the bottle are an energising addition to this exciting spirit category and that it will bring a fresh perspective to Cuban rum."

Moet Hennessy seems to have struggled more than most of its spirits category peers in 2020. Late last month, the company posted a 14% decline in full-year sales, a week after Remy Cointreau said its sales from the nine months to the end of December dipped by just 1.6%. Diageo's 1% top-line lift in the latter six months of 2020 was followed this week by Pernod's -3.9% sales slip for the same period.

What will Diageo's Cuban rum JV mean for Pernod Ricard and Bacardi? - Click here for a just-drinks comment


Sectors: Spirits

Companies: Diageo, Havana Club, Pernod Ricard

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