Pernod Ricard has launched a new limited-edition Havana Club 7 Years bottle in collaboration with Nigerian singer Burna Boy.
The bottle is available exclusively to the convenience channel throughout July at an RRP of £26.99 before a launch into wider grocery next month.
Its design features several references to Nigeria, including the Rivers State region where Burna was born, and palm leaves on the logo as a reference to the African Union Emblem.
The launch marks Havana Club’s third limited-edition bottle launch in three years, following two collaborations with rapper Skepta. The supplier is increasing the number of bottles produced to 72,000, compared with 60,000 last year.
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It comes as rum is performing ahead of the total spirits category, with Havana Club seeing double-digit value growth in the off-trade and Havana Club 7 growing by 29% in impulse stores annually.
Marnie Corrigan, brand director at Pernod Ricard UK, said: “Convenience stores will once again debut this limited-edition bottle, serving local residents first and recognising the integral role local businesses have within the community. Our previous collaboration helped recruit a younger adult audience, and we’re confident this campaign will further accelerate brand growth and cement Havana Club 7 Years as a street culture icon amongst Generation Z.”
Pernod Ricard has launched a campaign in support of the launch including out-of-home and digital advertising, PoS materials and a campaign film.
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