Global rum brand Havana Club rum has unveiled its first spiced expression in a bid to attract younger drinkers to the rum category.
“In keeping with the authentic approach we bring to rum making across the rest of the Havana Club range, we felt there was an opportunity to create a spiced offering that would play out particularly well with this millennial and legal-aged Gen Z audience,” said Anne Martin, international marketing director at Havana Club.
The 35% ABV bottling is said to offer balance notes of sweet vanilla and aromatic spices with guava, toasted coconut and fresh pineapple. A mix of gold rum mellowed in charred American Oak and blended with natural flavours and spices, the expression has been designed to pair well with cola, ginger beer and coconut water.
“The result is a truly unique proposition with a gender-neutral look and feel that is already performing incredibly strongly in pre-launch consumer research,” Martin continued.
“For example, more than three-quarters of legal-aged Gen Z consumers we polled said they would purchase Havana Club Cuban Spiced, with the fresh and unique taste of the liquid and strong stand out of the packaging proving particularly attractive to this audience.”
Havana Club Cuban Spiced will be available from mid-March 2021 in the UK, with a global roll-out to follow in the coming months.