Top 50 most innovative spirits launches of 2014: 10-1

23rd January, 2015 by Amy Hopkins

5. Havana Club Essence of Cuba

Havana-Club-Essence-of-CubaPernod Ricard’s Havana Club followed in the footsteps of Reyka Bitters in creating a range of “cocktail flavourings” designed to “highlight the natural flavours and aromas of Havana Club Añejo 7 Años”.

The launch demonstrates a bid by the brand to increase its relevance in the on-trade sector, and also shows established brands are increasingly looking to launch product extensions which enhance their cocktail credentials.

Four flavours were launched in the Essence of Cuba range: Island Fruit, Aromatic Leaf, Coffee and Honey.

The range has been developed in collaboration with The Bitter Truth, a cocktail supplying company set up bar bartenders Stephan Berg and Alexander Hauck in 2006.

For more information, click here.

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