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Havana Club aims for Cuban rum GI in EU
By Lauren BowesPernod Ricard-owned Havana Club is in the process of applying for a geographical indication (GI) for Cuban rum with the European Union (EU).

Since 2013, all of the brand’s rums have held a protected designation of origin (DOP) in Cuba, which requires rum to be distilled in a column from molasses produced in the country. The initial liquid, known as aguardiente, must then be aged for two years, after which it is filtered and re-aged. The bottled rum must have an ABV between 37.5% and 41%.
This “reassures drinkers they’re buying an advanced product, which has met minimum age requirements and is produced from raw materials sourced on the island,” explains Havana Club CEO Christian Barré. “Because of this, our rums are entirely unique to rums produced anywhere else in the world – they embody our heritage, and the soul and energy of Cuba.”
While the Cuban DOP is well-respected globally, the brand is now hoping to secure recognition at an EU level.
“This will ensure Cuban rum is recognised and protected within the European market, which currently accounts for a quarter of global rum consumption and is valued at €2.2 billion (US$2.3bn),” explains Barré.
“A GI is an exclusively European guarantee that would allow the use of the term ‘Cuban rum’ on products that adhere to strict production methods and geographical criteria established by the country. In short, it would protect our expertly crafted rums from imitations in one of the most important spirits markets in the world.”
To be granted a GI, “you need to prove that what you produce is different from the rest of the world but also indicative of the country that you live in”, explains maestro ronero Asbel Morales.
And how is Cuban rum different from molasses-based spirits made elsewhere? Barré cites the use of high-quality local ingredients and the craftsmanship of the nation’s maestro roneros, but perhaps the most compelling argument for the EU will be the country’s climate.
“While the finest Cuban ingredients ensure the high quality of our portfolio, crafting rum in the warm, humid climate is not without its challenges,” explains Barré. “Unlike the cool, temperate conditions in which other fine spirits like Scotch whisky and Cognac are aged, the Cuban heat can cause up to 10% of the liquid to evaporate through the angel’s share.”
He believes this volume loss contributes to making the nation’s rum reserves “some of the most rare and precious in the world”.
Cuban rums also practice continuous ageing, with a small portion of each liquid taken from its original barrel and re-aged and blended with older rums, creating a “more smooth and complex flavour profile”, according to Barré.
Safeguarding Cuban rum
And while any spirit producer is protective of its traditions, Cuba’s roneros have been backed up by Unesco, who in 2022 recognised their skills as a World Intangible Heritage.
“These characteristics, protected under Cuba’s DOP, are precisely what we aim to safeguard through an EU GI, ensuring the product is genuinely Cuban in every aspect – starting from the raw material,” adds Barré.
The application is currently in its last phase of review in Brussels, which involves a thorough examination of the production process to ensure that all steps comply with the standards required for GI recognition.
The application has been in progress for three years, with Havana Club working alongside Cuba Ron and other Cuban rum brands to ensure it meets all requirements.
“The main challenge has been aligning the Cuban DOP, which is already well-established, with the requirements of the GI system,” explains Barré. “While the Cuban DOP is highly respected and very close to the current EU regulations on spirits, it does not automatically grant protection in the EU.
“The pursuit of an EU GI is a collective effort to protect the identity and heritage of Cuban rum as a category.”
Europe is a key market for the brand, which is not sold in the US due to a trade embargo, with Barré claiming the nation is 35% of the world rum market.
President Joe Biden recently introduced a bill that rejects Pernod Ricard’s claim to the Havana Club trademark in the US.
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