Havana Club Selection of Masters changes its image
Havana Club Selección de Maestros rum changes its label and case, but its precious liquid and its distinctive bottle remain the same, according to a press release by the entity in the Cuban capital.
The purpose of this change, explains Heydi Hernández Domínguez, Brand Manager at Havana Club & Pernod Ricard, is because it seeks greater recognition of the product in the market and makes it more versatile and contemporary, without losing elegance and quality.
Likewise, the executive adds, the change is also intended to bring the brand closer to new generations of consumers by replacing the cylindrical case with metal lids with a square cardboard one, in line with the commitment of Havana Club International S.A. to gradually reduce its impact on the environment, through the development of products that are committed to sustainable design.
“To enhance the recognition and visibility of the product in the showcases has been the objective of the redesign of the label and the case, hence its characteristic colors are reinforced: blue - which indicates superior quality in spirits - and gold, giving them greater intensity and protagonism”, Hernández emphasizes.
The joint venture Havana Club Internacional S.A. was created in 1993 between Cuba Ron S.A. and the French group Pernod-Ricard.
The brand is third in the world, excluding the United States, and is a leader in super Premium and superior rums.