UK: New Havana Club offering hits UK

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Havana Club International is to launch a brand extension in the UK.

The company, which is part of a joint venture between Pernod Ricard and the Cuban government, said today (17 November) that it will add to its golden rum offering with an evolution of its Añejo Especial rum.

HCI had planned to launch the rum in the UK at some point next year, but said it has brought the launch date forward because of what it calls "exceptional sales" of Añejo Especial in the UK. Añejo Especial is a blend of rums aged up to five years, while the new blend will contain more four- and five-year-old rums, HCI said.

"Havana Club International has taken the decision to age the Añejo Especial even further," said Roger Harrison, head of marketing at Pernod Ricard UK. "Havana Club Añejo Especial is a delicate fusion of aged rums matured in oak barrels, ranging from two to five year old rums. The age of these rums is determined by the length of time they are matured in their oak barrels."

Sectors: Spirits

Companies: Havana Club, Pernod Ricard, Ricard

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