Pernod Ricard is going head to head with Bacardi-Martini in the mainstream white rum sector with the launch of Havana Club Anejo Blanco.
The Havana Club range has already built up supermarket listings on the back of its success in style bars and it is hoped the latest addition will open the brand up to a wider audience.
Adriaan Eksteen, head of marketing for Cognac and light spirits at Pernod Ricard, said: "Anejo Blanco is aimed at competing directly in the large white rum market, while our aged rums Havana Club three-year-old, Anejo Reserva and seven-year-old will continue to deliver an alternative premium offering for consumers who enjoy classic Cuban cocktails."
Anejo Blanco will be in Sainsbury, rsp: £11.99.