New rum aimed at younger adults
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.