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Havana Club updates look of Añejo Especial

Pernod Ricard's Havana Club has unveiled a new label for its Havana Club Añejo Especial.

The new look is presented on premium, crafted paper and reflects Cuban street culture with striking blue and red edges, while the inclusion of tree rings, two oak barrels and a sand timer denote the authentic ‘doblemente añejado’ – or double-aged – maturation method.

The bottle’s shape, the signature of Havana Club’s Maestro del Ron Cubano and the ‘El ron de Cuba’ tagline remain in place and are consistent with Havana Club 3 Años and Havana Club Añejo 7 Años, showcasing the family of rums available from Havana Club. The new Havana Club Especial label is available in several Especial markets, including UK, France, Germany, Switzerland and Belgium.

The move is part of its commitment to revolutionise the global rum category.

Nick Blacknell, marketing director at Havana Club International, comments: “At Havana Club, we are proud of our Cuban culture, authentic rum production methods and revolutionary spirit – all of which are now reflected in the new Havana Club Especial label. The classic Cuba Libre serve will inspire a whole new generation with the refreshing taste of rum and cola. We have seen what has happened in the gin category over the past five years and we expect the rum category to experience the same resurgence.”

Havana Club Añejo Especial is a blend of young and old Cuban rum bases, which have been aged again in white oak barrels to enhance the rum with soft notes of vanilla and craft a perfectly smooth and balanced flavour.

25 May 2018 - Sam Coyne The Drinks Report, news editor