Havana Club Añejo Especial gets upgrade

By Jessica Mason contact

- Last updated on GMT

Havana Club Añejo Especial's new recipe is sweeter and smoother
Havana Club Añejo Especial's new recipe is sweeter and smoother

Related tags: Wine

Pernod Ricard UK is launching a new look and new recipe for its Havana Club Añejo Especial rum.

The new recipe, which has been developed by Maestro Ronero, Asbel Morales, sees the aged and blended rum remain at 40% ABV, but with “a sweeter taste profile and a smooth drinking experience,” while the updated bottles will include “a font with a handwritten style and an oak barrel effect on the label.”

Havana Club’s maestro ronero, Don Asbel Morales, said: “The new Havana Club Añejo Especial has a distinctive flavour profile due to the unique production process we have adopted, whereby the rum bases are aged in white, young oak barrels before being blended and aged for a second time ahead of bottling. The influence of the barrel ageing is evident in the flavour profile with notes of vanilla and caramel really coming to the fore, which makes it an ideal base for Cuban cocktails, particularly the Cuba Libre.”

Adam Boita, head of marketing for Pernod Ricard UK, added: “With this new recipe and premium look, we are confident that Havana Club Añejo Especial will satisfy demand from sociable young adults seeking a sweeter taste profile but for whom authenticity and high quality are equally important purchasing cues. The new look bottle design will also help deliver a stronger product message and provide the brand with heightened visibility within the on-trade. ”

The new bottling of its Havana Club Añejo Especial will be available from 23rd February.

Related topics: Spirits & Cocktails

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