Pernod Ricard UK has announced the launch of a new look and new recipe for its Havana Club Añejo Especial expression, which will, it is claimed, “highlight the brand’s Cuban roots and high quality”. The new bottles will be available across wholesale and impulse channels from February 23, with an RRP of £20.35.
The new recipe, which has been developed by Maestro Ronero, Asbel Morales, uses a unique blending process with aged rums to produce “an expression with a rich aroma and taste profile, with notes of vanilla and caramel and an underlying hint of tobacco, cinnamon and orange peel”. The rum remains at 40% ABV “to ensure that these flavours are enhanced while providing a sweeter taste profile and a smooth drinking experience.”
The packaging has also evolved to provide shelf stand-out and convey the premium quality and provenance of Havana Club Añejo Especial. “New elements to the design include a font with a handwritten style and an oak barrel effect on the label, which highlight the craftsmanship and Havana Club’s core values of authenticity, quality and tradition”.
Morales comments: “At the Havana Club distillery in Cuba, we are continuously working on developing new recipes that will appeal to a wide range of rum fans around the world. The new Havana Club Añejo Especial has a distinctive flavour profile due to the unique production process we have adopted, whereby the rum bases are aged in white, young oak barrels before being blended and aged for a second time ahead of bottling. The influence of the barrel ageing is evident in the flavour profile with notes of vanilla and caramel really coming to the fore, which makes it an ideal base for Cuban cocktails, particularly the Cuba Libre.”
The launch will be supported by in-store activation and a neck-collar that will provide shoppers with product information and an ideal serving suggestion – The Cuba Libre, which is a combination of Havana Club Especial and cola.