Havana Club & Skepta team up for second collaboration

Pernod Ricard UK is back with its second collaboration between Havana Club and UK grime artist Skepta, with a limited-edition Havana Club 7 bottle.

Aimed to drive sales among young adults, the partnership is a celebration of Skepta’s Nigerian heritage and Havana Club’s Cuban roots.

Following last year’s campaign, the limited-edition Havana Club 7 bottle, with an RRP of £24.99, is exclusively available to convenience stores now for a month before being rolled out to supermarkets from August.

The brand is also increasing the number of bottles produced to 60,000, and this year’s design embraces Skepta’s red and black colourway, which can be seen in his album artwork, music videos and stage performances.

Marnie Corrigan, brand director at Pernod Ricard UK, said last year’s limited-edition Skepta Havana Club bottles sold out in six weeks and recruited a younger audience into the brand, and it hopes to do the same this year.

The launch will be supported by an outdoor and digital campaign from August, and retailers will have access to in-store PoS material. Retailers listing the limited-edition bottle will also be part of a footfall driving campaign where consumers are geo-targeted with details of the bottle’s nearest stockists.

Rum is the second-fastest-growing spirits category, and Havana Club is experiencing double-digit value growth in the off trade at 64.9%, while Havana Club 7 is growing 228% in impulse year on year.