Top 10 spirits marketing moves in February

6th March, 2019 by Owen Bellwood

Havana Club

Pernod Ricard-owned rum brand Havana Club has partnered with Dutch urban fashion label Daily Paper to launch the Capsule Collection clothing line.

The tie-­up is for an eight­-piece fashion line, which includes black and gold-­themed T­-shirts, hoodies and hip flasks. A limited edition bottle of Havana Club 7 Años featuring the Daily Paper logo has also been created.

Nick Blacknell, global marketing director at Havana Club International, said: “Daily Paper is a young and dynamic urban fashion brand and they have built their lines around their African heritage.

“Havana Club has always had a strong tie to music and street culture; this is a street movement and Havana Club has always been a street brand – it was born on the streets of Havana.”

Alongside the fashion collection, the two brands also launched the Cuban Links talent contest, which has been named in honour of the chunky gold chains that feature predominantly in the Capsule Collection.

The contest will support, nurture and recognise emerging creative talent across the fields of design, photography and music. Three winners from the contest will travel to Cuba to be mentored by industry experts as they create new apparel pieces and a media campaign to promote the Havana Club x Daily Paper Capsule Collection.

Pernod Ricard has also introduced a “refreshed style” for Havana Club to reflect the “raw and authentic culture of the streets of Cuba”.

The Havana Club x Daily Paper Capsule Collection is available to purchase from the Daily Paper website now.

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