Pernod Ricard UK unveils summer marketing push led by Mojito

Pernod Ricard’s rum brand, Havana Club, will be the star of the company’s summer drinks drive, and will feature in a campaign built around the Mojito, the UK’s most popular make-at-home cocktail. Malibu and Jacob’s Creek are amonth the other brands featured.

Havana Club will be supporting the off-trade to drive the Mojito serve throughout the summer by providing retailers drinking vessels and cross merchandising solutions. To keep the Mojito serve top of mind with consumers, the brand will also be launching an online hub (www.havana-mojito.co.uk) designed to provide shoppers with recipe inspiration, showcase offers and provide a retail link for shoppers to purchase Mojito ingredients. The brand will also create theatre in London markets with Cuban-inspired pop-up stores between May and August.

Adam Boita, head of marketing for Pernod Ricard UK, comments: “Cuba is the birthplace of the Mojito therefore; a truly authentic Mojito must be made using Cuban rum. Havana Club Añejo 3 Años naturally complements each ingredient necessary for creating the classic cocktail because of the ageing process through which it is created; the liquid is given its distinctive aroma through a barrel-ageing method that spans three years.

“Over a third of shoppers have made a cocktail at home in the past year, with the most popular cocktail mirroring on-trade trends, placing Mojito as the number one. Therefore, we are ramping up our off-trade activity to ensure retailers are able to provide their shoppers with the tools necessary for creating the best authentic Cuban mojitos at home. We also want to make it as easy as possible for them to do so.”

From June, bottles of Havana Club Añejo 3 Años will feature a limited edition Havana Club Mojito tin. Havana Club will also be focussing its attention on the convenience/wholesale channel channel by working with retailers to encourage cross-merchandised displays.

Also on display over the coming months are a special Wimbledon-themed Jacob’s Creek bottle (the brand is a major sponsor of the tennis tournament) along with a TV campaign; and a drinking cup giveaway promo for Malibu.

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