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

source: just-drinks.com

Absolut Vodka Strategy to increase its sales in the United States

I begin this series of strategic articles by the brand Absolut Vodka, which after some difficult years, decide to react in the U.S. with an aggressive commercial strategy:

To revive a brand for which it has invested $ 8.3 billion, the French group Pernod Ricard has decided to lower its prices while pursuing a policy of premium brand.

To maintain the premium image, Pernod-Ricard has recruited a team of sales representatives who have the distinction of being young, handsome and blond. Their mission: travel to all major U.S. cities (Chicago, Miami, New York and San Francisco) and promote the famous vodka in trendy places, ie bars, nightclubs and hotels.

Their strategy: They offer a free-trip of one week in Sweden, where barmen’s and owners will discover the secrets of the famous grain alcohol. In exchange the VRP requires a good exposure of the brand in their establishments. As you might see the last time you have been clubbing or partying, you can see more and more, Absolut shelves behind the bar.

Finally, to support this new business strategy, the parent company to decide to reduce by 10% the price of his vodka, to become competitive with its direct competitors such as Skyy or Sobieski.

Result: Increased sales by 3% in 2011 after falling by 10% between 2008 and 2010. 

Next Article: The new marketing strategy

Source: Capital.fr