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.