Havana Club launches ultra-premium seriesBy Kristiane Sherry
Havana Club has released the first expression in new ultra-premium, limited edition rum series, the Havana Club Tributo Collection.
The 2016 edition is led by rums aged in 80-year-old casks, which have been blended with other rums to give an “aromatic and intense” taste. The liquid is deep amber in colour and is said to offer notes of dried tropical fruit.
“Creating the Havana Club Tributo Collection is a fascinating process, as each release will provide a new and unique taste experience, achieved through experimentation with rum bases from our reserves,” said Asbel Morales, maestro ronero for Havana Club.
“By blending rums using very old and rare casks, we have been able to create an expression for 2016 with a luxurious amber glow, full-bodied fruit flavours and a long finish.”
Further expressions in the Havana Club Tributo Collection will be unveiled annually at the Cuban Habanos Festival.
Packaging for the 2016 edition was designed by London-based agency Nude Brand Creation.
“The packaging was inspired by the wide variety of architectural styles in Cuba, in particular the Spanish baroque and the neoclassical, which complement each other so perfectly, just like the blend of different rums selected to make the product,” said Nude Brand Creation co-founder, Bernard Gormley.
“The filigree and detailing intrigued us and influenced the graphics, along with the colour blue – the national colour of Cuba – and gold that enhance the luxury cues and on-shelf standout.
“The background pattern on the bottle label and gift pack was inspired by the ceramic tiles found in walkways, walls and floors of Havana. The signature of Maestro Ronero Asbel Morales and the individual number of each bottle is displayed on the intricate premium label.”
Havana Club Tributo Collection 2016 is bottled at 40% ABV and will be available in ten markets, including Cuba, UK and China, from March 2016 at an RRP of $350 USD.
The Havana Club brand is currently at the centre of a trademark row between Pernod Ricard, which had a US trademark renewed until 2026, and Bacardi, which has “demanded” the government reverse the ruling.