Wednesday, January 04, 2006

CUBA: "Ultra-Premium" Addition to Havana Club Stable



04 Jan 2006

Source: just-drinks.com editorial team.

Pernod Ricard has launched a “unique, ultra-premium rum” to add to its Havana Club stable.

Havana Club Máximo Extra Añejo, handcrafted from rare extra-aged rums, will be launched in the brand’s key European markets in late October and early November. The brand is to be targeted at ultra-premium spirits lovers, rum connoisseurs and cigar aficionados with a strong presence in duty-free outlets.

Philippe Coutin, general manager of Havana Club International, said: “Havana Club Máximo Extra Añejo is a product of which we are extraordinarily proud. As the worldwide leader of Cuban rums, we are spearheading the category by creating a new quality reference in the ultra-premium rum segment. Havana Club Máximo Extra Añejo is the perfect showcase for our unique know-how, genuine quality and rum ageing tradition.”

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