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Club rum is looking to strengthen its position in the on-trade with the
launch of a range of cocktail flavorings inspired by its Añejo 7 Años
Club has launched a range of cocktail flavorings, called Essence of Cuba
Pernod Ricard-owned brand has launched four flavors in the Essence of Cuba
range: Island Fruit, Aromatic Leaf, Coffee and Honey, which have been designed
to “highlight the natural flavors and aromas of Havana Club Añejo 7 Años”.
range has been developed in collaboration with The Bitter Truth, a cocktail
supplying company set up bar bartenders Stephan Berg and Alexander Hauck in
The Essence of Cuba range, we want to go one step further and give bartenders a
whole new opportunity to experiment with the flavors of Havana Club Añejo 7
Años, without losing the intrinsic Cuban character of this now legendary
expression,” said Nick Blacknell, global marketing director for Havana Club
initial response to the range from the bartenders who competed at the Havana
Club Grand Prix earlier this year was really encouraging, so we’re looking
forward to seeing how it is received by Havana Club fans around the world as it
appears in markets this autumn.”
Ricard said each flavor is crafted using natural ingredients through a slow
maceration process with Havana Club Añejo 7 Años as the base using a
combination of traditional and modern production techniques.
Berg, co-founder of the Bitter Truth, said: “Havana Club Añejo 7 Años is
blessed with a wide variety of characteristic flavors ranging from honey to
cocoa, sweet tobacco to lush tropical fruits, so we have crafted a range of
natural intensifiers that would harmoniously bring out the dominant single
aromas found in this legendary rum in simple signature serves.”
range will be available in 24 markets, including Cuba, Germany, France, UK,
Greece and Spain from October 2014 in 20 ml and 200ml formats.