Havana Club maintains world leadership despite the pandemic

Havana Club maintains world leadership despite the pandemic

Heritage & Traditions

CubaPLUS

Havana Club, a world leader in the production and marketing of rums, maintained supremacy in the world during the past year, despite the economic impact caused by the pandemic that hit the planet just over 12 months ago.

A press release from the entity indicates that in this endeavor the premiumization strategy developed by the company was crucial, focused on promoting high value and quality products, such as the Havana Club 7 Years Old.

The results achieved during 2020 demonstrate the place Havana Club occupies in the world market, when sales increased by 20% in Canada, more than 40% in Russia and 50% in China.

Likewise, the note adds, the brand managed to maintain its traditional markets: Cuba, France, Germany, the United Kingdom, among others, despite the difficult situation faced around the world with the closure of bars, restaurants and the sharp drop in tourism at international level.

Innovation, the information adds, has been another of the key points in Havana Club's strategy, to continue to captivate its consumers and conquer new audiences.

In 2020, the brand launched a new image with its Selection of Teachers and the C and D series of the Professional Editions, while also highlighting the launching of Havana Club Green in Germany, a product that has had favorable performance and recognition in that European market.

A new style of communicating and reaching consumers has also been a characteristic of the year just ended, through the Cuba Made Me campaign, inspired by the energy of Havana streets, through the use of urban or street culture as a means of expression, to get closer to younger generations -always over 18 years of age.

In this sense, Havana Club has starred in international collaborations with influential figures on the global urban scene, such as rapper Skepta and the streetwear brands Daily Paper, Places + Faces, Retrosuperfuture and Pigalle.

Closely linked to its development strategy, Havana Club maintains its interest in being more and more a sustainable and responsible company, evidenced in a project aimed at using stillage (the main residual from the sugar cane alcohol distillation process), based on Cuban agriculture.

For this year, the note finally points out, the company is strongly focused on quickly resuming its exports and consolidating its leadership in the Cuban market, by anticipating a more favorable economic and social environment and new innovations and collaborations that will surely surprise lovers of the Rum of Cuba.

Havana Club is the third international rum brand in the world, excluding the U.S., and a world leader in the category of super Premium and higher rums. It exports its spirits to more than 120 countries, with the exception of the North American market.