Pernod Ricard UK has added to its Havana Club range, with the launch of Havana Club Cuban Spiced, exclusive to the UK.
Havana Club Cuban Spice will be available in Tesco from 15 March, with an RRP of £22, before being made widely available to the convenience trade. The Cuban rum drink will appear in Waitrose from mid-April, Morrisons in May and the Co-op in June. The flavour will also be available to Nisa, Bargain Booze and select wholesalers.
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The 70cl alcohol drink is made with 100% Cuban rum, mixed with spices and natural tropical flavours. The bottle design aims to “have an exotic look, feel and flavour with strong provenance and heritage,” the supplier has said.
The bottle design aims to appeal to adult drinkers by providing strong shelf standout and pairs with cola or ginger beer. According to the supplier, the drink can also be used as an ingredient to enrich cocktails, such as a Spiced Daiquiri.
Havana Club Cuban Spiced is targeted towards attracting young adult shoppers to the rum category, with the sub-category the second-fastest growing in the off-trade in the UK, increasing by 50.6%.
PoS materials will be available to convenience retailers and the launch will be supported with a digital campaign that will reach over 80% of 18–29-year-olds in the UK.
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Chris Shead, off-trade channel director at Pernod Ricard UK, said: “Sixty-one per cent of young adults that purchase rum buy spiced rum and over the past 12 months, Havana Club has grown by 57.5% in value, ahead of Total Rum (34.5%).
“Havana Club Cuban Spiced is set to recruit new consumers into the category with a gender-neutral design and the perfect balance of fresh, sweet and tropical flavours.”
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