Havana Club
At the time, Havana Club was the second-fastest growing international spirit brand worldwide.
Leading in Spain and Italy, it faced aggressive competition. Pernod Ricard Europe decided to reposition
Havana Club Añejo 7 Años as the flagship product targeting the 25–35-year-old demographic.
The brief was to convey Cuban heritage and culture in order to lead the premium dark rum segment internationally.
Client
Pernod-Ricard
Region
Global
Scope
Concept developement
Structural design
Label
Throughout the world and throughout the history of cigars, there has been one — and only one —
that has been recognized by true connoisseurs as the ultimate cigar: the legendary and peerless Habano
