To seek greater product recognition, make it more versatile and contemporary, without losing elegance and quality, Havana Club Selección de Maestros rum is changing its image.
This high-end spirit now has a new label and case, but its precious liquid and distinctive bottle do not change.
In addition to enhancing the product presentation, the change seeks to bring the Havana Club brand closer to new generations of consumers, Heydi Hernández Domínguez, head of the Havana Club & Pernod Ricard Brand, explained.
On the other hand, the fact of replacing the cylindrical case with metal lids, for a square cardboard one, is also in line with the commitment of Havana Club International S.A. to gradually reduce its impact on the environment, through the development of products that are committed to a sustainable design.
Promoting the recognition and visibility of the product in the display windows has been the objective of the redesign of the label and the case, Hernández Domínguez emphasizes. Hence, its characteristic colors are reinforced: blue (which in spirits indicates superior quality) and gold, giving them greater intensity and prominence.
A new distinctive element then appears: a crown, a symbol of the elegance of the Havana Club Selección de Maestros, and its relevance for the Cuban rum industry, the expert highlighted.
Worthy of a king, as this rum is, the new image will be available soon in the network of stores throughout the country.
A special rum within the Havana Club range
The elaboration of the Havana Club Selección de Maestros is totally handmade, it is unique in the world, the result of the joint collaboration of the Masters of Cuban Rum. They meet every year to decide on the white oak barrels to use for the triple natural aging that distinguishes this spirit, and they strive to achieve the same sensory evaluation for each edition.
The Selección de Maestros is also extraordinary, as it is the only rum in Cuba that is bottled directly from the barrel at 45% alcoholic volume.
Presented in 2010, it has great international prestige, recognized for its quality by both consumers and specialists in the world of spirits. It has been awarded numerous prizes (36 medals) in the most prestigious competitions worldwide.
How to drink it?
The Havana Club Selección de Maestros has an impressive versatility, ideal to pair with Habanos ― especially from the Romeo y Julieta line ― either alone or on the rocks.
The Masters of Cuban Rum recommend letting it rest for a few seconds after serving, given its high alcohol content, so that the product offers its best nuances.
Cocktails also welcome it. It is a rum with a strong, remarkable character, very noble for mixing. The Presidente and Old Fashion cocktails are a good example of this. In addition, the brand currently promotes the development of luxury cocktails that enhance the sensory conditions of the product and make it stand out.