Pernod Ricard UK has launched a limited-edition Havana Club rum bottle made in collaboration with lifestyle brand Places+Faces to mark the latter’s 10th anniversary.

The bottle is available now to independent retailers from major wholesalers at an RRP of £28.50, ahead of a wider grocery launch in August. Its design takes inspiration from the Cuban sky and sun as well as the Places+Faces logo.

It is given further on-shelf standout with a golden cap and the Havana Club logo in gold foil.

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According to the supplier, rum is currently performing ahead of the overall spirits category, with Havana Club growing in value by 2.9% in the off-trade.

Josh McCarthy, brand director at Pernod Ricard UK, said: “Over the past few years we’ve built a solid position as a street culture icon amongst Generation Z, and this partnership continues a run of authentic collaborations from the bestselling rum brand.”

The supplier will support the launch with a digital, outdoor and social media advertising campaign, as well as PoS for convenience retailers. Additionally, merchandise is available to buy from Places+Faces.

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