Havana Club cuban spiced to exclusively launch in the UK

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Article 26/04/2021

  • First spiced product from Havana Club set to target Gen Z and recruit new consumers to the category

  • ‘Spiced cream van’ tour and bar takeovers to drive excitement this summer

Havana Club is introducing its first spiced variant exclusively to the UK in May, Havana Club Cuban Spiced. Made with 100% Cuban rum that has been enriched with spices and natural tropical flavours, the spirit drink has an exotic look and feel and flavour with strong provenance and heritage, which is core to the brand.

Taking inspiration from the vast tropical world of Cuba, Havana Club Cuban Spiced blends the brand’s double aged rum with exotic flavours, balancing the taste of sweet vanilla and aromatic spices with hints of juicy ripe guava, toasted coconut and fresh pineapple. The liquid has been created with quality in mind and maintains its complexity, whilst the colourful bottle and gender-neutral design offers strong back bar standout that will accelerate trial.

The tropical flavours of Havana Club Cuban Spiced pair perfectly with cola or ginger beer to elevate simple serves, or mixed with coconut water or other tropical fruit juices. Its versatility also lends Cuban Spiced as an ingredient to enrich classic cocktails such as a Spiced Daiquiri or Spiced Espresso Martini, a trait deep-rooted in the brand’s tradition.

Havana Club Cuban Spiced is aimed at attracting millennial and legal-aged Gen Z drinkers into the Rum category with a totally new proposition. The UK is one of the fastest-growing Spiced Rum markets, and the sub-category is growing +50.6% in the Off-Trade[1], a trend that is set to continue into the On-Trade. Over the last 12 months, Havana Club has grown +57.5% in value, ahead of Total Rum (+34.5%)[2].

The launch will see Havana Club Cuban Spiced take over select bars in London, Manchester, Edinburgh, Glasgow and Leeds with colourful mural designs, branded slushy machines and unique serves. A ‘Spiced cream van’[i] will also tour cities including London, Birmingham and Manchester between 6th - 15th May, dropping into key On-Trade venues and influencers, and consumers will also have the chance to get their own visit from the Spiced Cream Van by sharing images on social media and tagging @havanaclubuk.

Ian Peart, Commercial Director at Pernod Ricard UK, comments: “61% of young adults that purchase Rum buy Spiced Rum[3] 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. The launch is well positioned to capitalise on the growth opportunity in Spiced Rum, and we will be focusing on educating and inspiring UK bartenders on the liquid’s versatility to establish menu visibility across the On-Trade.”

The launch of Havana Club Cuban Spiced will also be supported by digital content including a video series celebrating community talents who bring spice to their speciality. Running from May on GRM Daily, each episode will raise a glass to new voices and entrepreneurs bringing their distinct flavour to the creative worlds of music, dance, food and drinks. An influencer campaign will also run, with all activity set to reach over 80% of 18-29 year olds in the UK.

Havana Club Cuban Spiced is bottled at 35% ABV and is available through Matthew Clark, LWC Drinks and HT Drinks.

 

[1] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[2] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[3] Dunnhumby 02.01.21 Crossshop Analysis / Shopper Profile

[i] Strict social distancing and health and safety processes will be in place, in line with government guidelines