Havana Club Anejo 7 gets makeover

The packaging of Havana Club rum Añejo 7 Años has been redesigned to reinforce its super premium positioning.

The new presentation will be available in markets worldwide from Summer 2009 and the updated look will, the company says, will create a stronger impact for the brand.

The up-dated look includes higher visibility for the figure ‘7’ on the bottle neck and a label that echoes the cigar bands found on Cuba’s other famous export. The cap and neck of the bottle also feature the signature of Havana Club’s rum master Don José Navarro.

The “sello de garantia de origen Cubano” (Seal of Cuban Origin) is also carried by every bottle of Havana Club rum as a proof of provenance.

Marc Beuve-Méry, managing director of Havana Club International adds:
“As part of our strategy to achieve sales of five million cases by 2013, we are focusing heavily on the dark aged rum category of which Havana Club 7 Años is a shining example.  To achieve this goal, we are investing heavily in the brand and specifically on our flagship product and this new look is part of that approach.  We want to position Havana Club as one of the most premium, dynamic and contemporary spirits brands in the world and to achieve this, we need to ensure that the brand’s packaging reflects that whilst remaining true to our remarkable history and heritage.”

May 09

1 May 2009 - Felicity Murray