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October 6, 2021

Pernod Ricard’s Havana Club Rum of Skepta – Product Launch

The iteration is limited to 3,000 bottles.

  • Category – Spirits, rum, Cuba, 40% abv
  • Available – From this week
  • Location – Available in selected UK on-premise locations and selected European markets as well as online
  • Price – SRP of GBP85 (US$115) per 70cl bottle

Pernod Ricard has launched a new expression from its Havana Club brand in collaboration with UK musician Skepta.

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Havana Club Rum of Skepta was aged for an unspecified period of time in white oak barrels and is limited to 3,000 units. The iteration is available to purchase via the brand’s website in the UK, the Netherlands, Germany, Belgium, Czech and Spain.

London-based department store Harvey Nichols will also stock the rum.

The release is the second project between the brand and the London-born musician, whose real name is Joseph Adenuga, following a limited edition packaging design for Havana Club 7 in 2019.

“As the leading makers of super-premium rum, we are incredibly proud to introduce Rum of Skepta,” said Havana Club International’s global marketing director, Anne Martin. “This exceptional rum highlights our continued commitment to collaboration and community as we seek to create outstanding rums that will excite existing rum fans and resonate with a new audience of Gen Z consumers, of legal drinking age.”

Last month, the Chivas Regal brand owner acquired UK-based spirits e-tailer The Whiskey Exchange in a move to strengthen its e-commerce footprint.

What will Pernod Ricard’s priorities be for the years ahead? – Click here for a Just Drinks analysis

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
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  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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