Havana Club: crafting excellence amid economic headwinds
In times of financial uncertainty, quality, above all, is key to encouraging brand loyalty.
How do you earn consumer loyalty when people are more mindful about how they spend? This cannot be done with a swift switch in strategy; it requires decades of dedication to craft and an unwavering commitment to quality above anything else.
“Havana Club truly is one of the most premium rum brands, anchored in the unmatched quality of our expressions and Cuba’s deep-rooted rum-making traditions,” says Nathalie Parte, global marketing director, Havana Club (pictured, below). “Today’s drinkers are becoming more selective; they want brands with authenticity, character, and a clear sense of purpose. That’s where Havana Club stands apart, we deliver elevated quality, without compromising on our Cuban soul.
“Our strength lies in the depth of our portfolio — one of the richest in the rum category — which offers rums for every preference, occasion and price point, whether it’s light and elegant expressions, like Havana Club Original Añejo 3 Años, which are perfect for refreshing cocktails, or the full-bodied rums of our extra-aged prestige Icónica Collection, designed for sipping neat.
“We showcase the same care for the entry part of our portfolio as we do for the top end, thanks to the expertise of our Maestros del Ron Cubano, whose know-how is recognised as a UNESCO World Intangible Heritage. Passed down through generations, this craft and care for tradition was key long before the cost-of-living crisis, but today it’s even more pertinent.
“In an uncertain climate, consumers gravitate towards brands they trust. At Havana Club, our identity is rooted in Cuban heritage, craftsmanship, ageing techniques and a rich cultural legacy, guaranteed by our D.O.P. Cuba – Protected Designation of Origin Cuba – status and continuous ageing process. At the very high end, consumers are looking for a deeper connection. Discovery, storytelling, and a sense of exclusivity are key. People want to understand why a rum is so precious – its heritage and provenance. Whether it’s via bartenders or our prestige sales force, it’s our job to tell this story.
“Bartenders continue to play a vital role in our success. Thanks to the work our teams have been carrying out for more than three decades, we have a longstanding connection with the global bartending community. We are made to be the preferred brand for cocktails. That also goes for communicating with end consumers – especially drinkers looking for a true mixology experience, which is more and more the case.
“Beyond the quality and versatility of our rums it’s Havana Club’s cultural richness and singular Cuban spirit that leave a lasting impression. At the heart of everything we do is La Cubanía — the island’s unique collective energy and creative drive to make the most of every moment. It’s joyful, resilient, and deeply rooted in optimism — a spirit that resonates strongly with people today.”
Strong presence
“This comes to life notably through our culture-led activations. This summer we’ll have a strong presence at music festivals in Europe, where our stand will recreate the spirit of a Cuban neighbourhood — bursting with the energy, colour, and collective joy that define Havana. It’s a celebration of togetherness, creativity, and the vibrant rhythm of Cuban life. By leading with authenticity, craft and culture – and meeting consumers – we form true connections and earn loyalty that stands the test of time. Brands that show up with integrity, in good times and tough ones will be the ones to weather the storm.
“That’s what Havana Club has always done — and as ‘El Ron de Cuba’, proudly leading Cuban rum on the global stage, it’s how we’ll continue to grow.”
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