Havana Club goes ultra premium

Havana Club goes ultra premium
Havana Club International is to launch an ultra premium rum.

Havana Club Selección de Maestros will be available in key markets from
October 2010 and according to Havana Club, it "is set to drive the
emerging ultra premium rum category".

Key markets include Spain, Germany, Italy, UK and travel retail.
Havana Club Selección de Maestros is an expression of the collective
involvement of six maestros roneros, led by Don Jose Navarro. The rums
are blended and aged in specially selected barrels that are chosen by
the maestros roneros for the powerful, aromatic potential of their wood.
The aged rum is then bottled straight from the barrel at 45%abv.

The product was test launched in some markets as Havana Club Cuban
Barrel Proof before being named Selección de Maestros.

Marc Beuve-Méry, managing director of Havana Club International, said:
"As the No 1 authentic Cuban rum, we place huge importance on the
heritage of Havana Club, and we believe this quality, award-winning rum
perfectly reflects that. We are confident that Havana Club Selección de
Maestros will invigorate the ultra-premium rum category by appealing to
discerning rum connoisseurs around the world, and will eventually mirror
the success of Havana Club 7 Year Old in the super-premium category."

Don José Navarro added: "The Maestros Roneros and I are proud of Havana
Club Selección de Maestros, as we dedicate a lot of our personal time
and energy to ensure that it is exceptional in its taste and flavour. We
are delighted that this unique rum is now more widely available to real
rum enthusiasts around the world."

The bottle shape has elements reminiscent of the prestige Havana Club
expression Máximo Extra Añejo and the wood-effect box references
authentic Cuban cigar boxes.

The Havana Club International joint venture was established in November
1993 by the Cuban company Cuba Ron, responsible for rum production, and
Pernod Ricard Group, who distributes the brand.

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