Havana Club launches first spiced expression

Havana Club has launched its first spiced expression in a bid to attract a younger tranche of consumers.

Taking inspiration from its island home, Havana Club Cuban Spiced combines the brand's double-aged rum with exotic flavours and warming spices.

The brand says the new spirit drink has aromas and flavours of vanilla, toasted coconut, guava and pineapple, and would pair well with cola, ginger ale or coconut water. 

It debuts in the UK this month in an eye-catching 70cl bottle, and is particularly aimed at bringing more millennial and legal-aged Gen Z consumers into the rum category.

Anne Martin, global marketing director at Havana Club International, said: "The concept behind Havana Club Cuban Spiced was to create a product which would appeal to a growing audience of spiced fans while also celebrating our renowned double-aged rum for which we are famous.

"We know that more than two-thirds of young adults that purchase rum opt for spiced offerings so we have created a fusion of exotic flavours that will appeal to these drinkers.

"The result is a perfectly balanced offering that's tropical on the nose, sweet on the palate and finished off with warming spices and hints of nutmeg and cardamom for a delightfully warming edge.

"We are proud to introduce this truly distinct rum-based spirit drink to the Havana Club range. We are confident that the gender-neutral look and feel of the bottle will stand out on shelf while its vibrant flavour will make this a modern-day cocktail staple."

Havana Club Cuban Spiced will be available from UK retailers from 15 March (RRP £22) before a global roll-out in the coming months.

10 March 2021 - Bethany Whymark