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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.

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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