The rum is aged for up to five years in white oak barrels and aims to complement the brand’s strengthened range.
“The brand is moving to a consolidated global range that will focus upon one white, one golden and one dark rum,” said Adriaan Eksteen, head of marketing for light spirits at Pernod Ricard. “Consumer demand and research shows that consumers want a premium gold rum offer.”
The core Havana Club range is now Añejo Blanco (to compete in the white rum market), the new Añejo Especial (golden) and Havana Club seven-year-old (dark/aged).
Trade launch parties are being held around the country this month while consumer promotions will take place in bars in early June, promising the range an exciting year.