New rum aimed at younger adults
PERNOD Ricard has been spicing things up through an NPD first for its Havana Club rum brand.
Available now, Havana Club Cuban Spiced comprises Havana’s double-aged rum infused with notes of vanilla, aromatic spices, guava, toasted coconut and pineapple.
Designed to appeal to millennial and generation Z consumers, Pernod Ricard hopes the new Havana Club variant will attract a wave of new rum drinkers to the category.
The new Havana Club Cuban Spiced bottle features a colourful label in a bid to boost stand out on shelf. The design is also said to have “cross-gender appeal”.
Pernod Ricard plans to support the new release with in-store activations, eCommerce banners, digital media, and PR and influencer activity targeted at 18-29-year-old consumers.
Chris Shead, off-trade channel director at Pernod Ricard UK, said: “61% of young adults that purchase Rum buy Spiced Rum and we’re confident that Havana Club Cuban Spiced will offer a unique proposition that sets it apart from the competitive set of nautical-inspired Spiced Rums. Set to recruit new consumers into the category with a gender-neutral design and the perfect balance of fresh, sweet and tropical flavours, we believe Havana Club Cuban Spiced will prove to be a great addition to the brand portfolio.”
Havana Club Cuban Spiced launched exclusively in Tesco last month, and will be available through a further roll out to wholesalers, Waitrose, Morrisons and Co-op scheduled for the weeks ahead.
