Wednesday, May 30, 2012

Pernod Ricard has Havanista instead of Havana Club in the U.S.

Following the decision of the Supreme Court of the United States, which prevents Pernod Ricard to use the Havana Club brand in its territory, the French group chose to release the new brand Havanista.

Produced and bottled in Cuba, Havanista is a premium rum dedicated only to the U.S. market and will be sold the day the embargo against Cuba will ends, if it will one day. Let us remember the fact that the importation of Cuban products is prohibited in the United States since 1960, one year after Filder Castro took over the country.

If the embargo is lifted, Havanista would be the first authentic Cuban rum sold in this market by Havana Club International.

Jerome Cottin-Bizonne, CEO of Havana Club International, said "With Havanista, if the embargo is lifted, we are pleased to introduce to American consumers a genuine Cuban rum.

Let’s remember that Havana Club International is known around the world for its famous Havana Club rum, now distributed in over 120 countries. Havana Club sales have also been multiplied by 10 over the last 18 years and this year should reach the 4 million 9-liter cases. Its main markets are Germany, Cuba, Spain and Italy.

For some culture, the main distillery in Cuba of Havana International was the former Bacardi one, before to offshore the production to Puerto Rico, in order to protect its know-how before the communist wanted to take over it.

Bacardi Rum Building in Havana


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