Pernod Ricard is hoping to start a rum revolution with the introduction of a golden version to its Havana Club line.
Añejo Especial is the latest newcomer in the burgeoning range, which already has a foothold in the on-trade.
Pernod Ricard said the introduction of the rum, aged for up to five years, would cement the brand’s position at the premium end of the sector.
Adriaan Eksteen, head of marketing for light spirits at Pernod Ricard UK, said: “The white rum market is quite large and we have watched what has happened in other countries.
“We are intending to drive and create the golden rum market and see ourselves as leading not following.”
Añejo Especial has been created to be used in classic Cuban cocktails such as the Mojito and a consumer ad campaign is in the pipeline.
The spirit will hit shelves next month, rsp: £15.99.