FT Business of Rum Special Report with my article!

http://www.ft.com/cms/s/0/dbc62760-0adf-11e5-98d3-00144feabdc0.html

 

June 26, 2015 6:44 pm
Caribbean rum strategy wants more sip and not mix

Ian Williams

Although rum is a global drink, made across the tropics and drunk in all climate zones, its name shows its deep roots in the English-speaking Caribbean. It first appeared in Barbados in the mid-17th century, as “Rumbullion, alias Kill-Devil . . . made of sugar canes distilled, a hot, hellish and terrible liquor”. The pioneering distillers soon discovered that redistilling the first flow made it considerably less hellish.

In a further boost to palatability, the only way to export rum in quantity was in the oak casks that were the shipping containers of the day, and soon drinkers discovered that rum, above all spirits, benefits from ageing in oak.

By the turn of the 17th century Jamaica too had begun to make rum. It soon eclipsed Barbados in production and British West Indies rum dominated the world. To make rum, the colonists used molasses, the byproduct of sugar-refining. That gave the British an economic edge as well as rum expertise since, until the end of the 18th century, French and Spanish monarchs prohibited their colonies from producing any spirits that would rival their domestic industries.

Rum was appreciated in the heart of the empire as well. In 2011 an inventory of Earl Harewood’s cellars in England discovered bottles of Barbadian rum laid down in 1780. Once the encrusted cobwebs were polished off, Christie’s sold a dozen of the bottles for £78,255 in January 2014. It followed with 16 further bottles, raising another £135,713 last December. That gave bottles of aged dark rum a premium price of £11,162 each. It was a telling reminder that the fortunes of much of Britain’s landed gentry were in Caribbean plantations, sugar and rum — not to mention slavery.

The Royal Navy’s adoption of rum, usually Caribbean, as its restorative of choice certainly helped bulk sales, but a government-guaranteed market of millions of gallons of what one could call a “robust” rum might not have spurred premium quality. Although the Pussers brand, based on the Navy’s official formula, attracts devoted customers today it is open to debate whether the tradition or the liquor is the greatest attraction.

Even before the Harewood sale Anglo-Caribbean rum makers were rediscovering that premium, aged rums have a growing market that adds value for consumer and distiller alike. But brand-building is an expensive business, even more so with premium spirits that need decades of lead time to build and age stocks. Local Caribbean producers do not have the resources to build global markets. Nor is it enough to have a quality product, since makers have to tell discerning drinkers about it and supply the product in quantities that deliver economies of scale in a crowded market place.

Frank Ward of the West Indies Rum and Spirits Producers’ Association was prominent in the “Authentic Caribbean Rum” marque campaign, funded by EU “reparations” for ending trade preferences that had protected the Caribbean against Latin American competition. He notes that, with a few exceptions, the English-speaking Caribbean has concentrated on bulk rum production, selling their products to be bottled and branded by others. This surrenders the high, value-added ground to the bottlers.

The premium share of the market is expanding rapidly as drinkers treat aged rums as sipping spirits rather than as mixers for cocktails. Both Appleton Estate and Mount Gay, the market leaders in the region, have responded to this and adopted a similar strategy — maintaining high-prestige “flagship” rums and concentrating on premium blends of consistent age and quality and to some extent cutting adrift the local markets’ favourite cheaper brands. Significantly, Campari had taken over Appleton and Rémy Cointreau Mount Gay, so both had become part of large global companies with the resources to invest in production and marketing and the courage to risk upsetting local island consumers and build exports.
“Local Caribbean producers do not have the resources to build global markets”Tweet this quote

It appears that smaller brands, such as El Dorado or Angostura, will have to risk losing some of their local character. Deals with, and access to, the marketing resources of the leading spirits producers may well be what is required to make an impression on a waiting world.

Mr Ward believes the EU Caribbean rum programme did help smaller brands obtain more exposure. But he adds: “It takes years to build a brand of rum and the first programme [which] only ran 18 months helped some suppliers to diversify, but it has a long way to go”.

The smaller, yet distinguished brands from Antigua, Dominica, Grenada, St Lucia and St Vincent have appreciative consumers but find it difficult to secure distribution, particularly in the US liquor market whose structure is a hangover from Prohibition. If these brands cannot fill a container, they are at an immediate disadvantage. The “Authentic Caribbean Rum” marque did help publicise these smaller entrants, but Mr Ward says the campaign benefited all rums worldwide.

Nonetheless, the investment in premium brand-building by companies such as Rémy Cointreau and Campari is raising the prestige of the whole rum category, something that is sure to continue.

And Did Trelawney (Gold) Die?

“And did Trelawney die” was the song of the Western Men, whose defeated prisoners might well have ended up as indentured labour in Jamaica. Trelawney Gold did die, but who knows it might be coming back – in spirit at least! Rumpundit.

Husseys make another half-billion bet on Long Pond

Published: Sunday | April 3, 2011 2 Comments

A front view of the Long Pond Estate in Clark's Town, Trelawny. The factory has a history of being the largest employer in the community and used to produce the famed Trelawny Gold Rum.
A front view of the Long Pond Estate in Clark’s Town, Trelawny. The factory has a history of being the largest employer in the community and used to produce the famed Trelawny Gold Rum.

Mark Titus, Business Reporter

Hussey family, controlled Everglades Farms Limited is investing more than US$6 million (J$515 million) to modernise the Long Pond sugar estate that was shuttered after a disastrous start to its first year as a sugar manufacturer in the 2009-10 season.

Long Pond then churned 1,400 tonnes of sugar, easily the worst in the history of the plant.

Two years ago, Everglades acquired Long Pond in a package that includes the Hampden Estates, both located in Trelawny, but was forced to sit out the 2010-11 crop year after it was agreed that substantial work was needed in order to realise the potential capacity of the new assets.

“When we acquired the assets, it was in very bad condition, and we got no opportunity to see how it ran,” Outman Hussey, Everglade’s design and special projects manager, told Sunday Business in an interview on Wednesday.

“When we did take over, the first thing we saw that did not make sense was the oil usage,” said Hussey, a director of the company and professor of architecture at Howard University.

“You could not supply Bunker C oil by a tanker fast enough …”.

Hussey said Everglades relied on the evaluation of the engineers from SCJ Holdings to diagnose the problem and come up with the solution solution, but came to regret that decision.

“Records will show that we did everything that was recommended to be done and more, but when we started the factory the following season it was very apparent that it was not going to happen,” he said.

The Husseys, known mainly in tourism and horse-racing circles, brought in international experts and evaluators in the industry, and is now accepting bids for the engineering work to be done which will see Long Pond retrofitted to ensure that the factory can churn sugar cane throughout the season once commissioned.

The new crop year kicks off at around December.

“It is hard when you are used to doing business in a more private setting to come in a business that is constantly in the public domain, but we think we now have the right people in the right place to now do things the right way,” a more reserved Andrew Hussey, also a director, said.

This will include returning the boilers to the design specifications that they were made for, and eliminating the use of oil at the factory, relying totally on bagasse.

Everglades’ business plan goes beyond sugar production and calls for a diversified product: rum and tourism.

“In diversification, you have to look at what the region is, what the region has to offer, and what the resources are in terms of materials, lands, the people, and the skill level, and then you can determine the matrix,” Andrew said.

Tourism is a key part of the company’s plan, which details a tourism product that includes a rum museum for Hampden, a sugar cane museum for Clark’s Town, and tours of the great houses and sugar cane mills now being refurbished. Horses are also being bred on the properties.

The family said their entry into sugar was easy, as the senior Hussey, Laurie, had been a cane farmer years ago, supplying the Bernard Lodge factory in St Catherine.

“Our dad does not want to see land waste, and what that has done for us as the younger ones is help us to see empty land as not good,” said Andrew.

Everglades employs almost 40 persons on the estates’ farms where crops such as cabbage, lettuce, tomato, pak choi, sweet pepper, hot pepper, broccoli, cauliflower, zucchini, Irish potato, string beans, carrot, sweet corn, pumpkin, sweet potato, pineapple, cantaloupe, water melon, thyme, escallion, and onion are planted for the hospitality industry in Western Jamaica.

“In this model, you come to Everglades and there will be a number of different job opportunities, whether it is in rum, horses, sugar, or tours,” said Outman.

“Sugar is very important in the mix of our diversified products because we will need sugar more now than before, especially good, organic sugar. And that is why the cane farmers must know that they are a very important part of our plans going forward. We will need their cane to complement ours to produce the quality sugar we intend for a proper return on our investment,” he said.

The entire plan will be rolled out over a five to 10-year period. For now, the Husseys say the next milestone is packaging and marketing their own branded sugar.

The family says its sales of bulk rum to Europe are up 30 per cent since 2009, and they will be developing a warehouse for rum storage. They were unwilling to speak to the details of the project, however.

Hampden has launched a new spirit, Rum Fire, in partnership with Red Stripe Jamaica as its distributor. The Husseys hope to capture 20 per cent of the Jamaican rum market over time. The market is dominated by Wray and Nephew.

Both Hampden and Long Pond figured prominently during the heyday of sugar production in western Jamaica, and at one time, were chief sources of income for residents of Clark’s Town and other Trelawny communities.

However, in the last two decades, sugar hit a steady decline and the estates and their equipment aged.

At the turn of this decade – the 2000-01 crop – the two factories produced a combined 20,000 tonnes of the sweetener, 5,000 tonnes of which came from the smaller estate, Hampden.

The tonnage, quoted by itself, tells little, but consider that just three years before, in 1997, Hampden alone, which had the capacity for 15,000 tonnes, was churning out 12,000 tonnes of sugar.

Despite the availability of some 1,284 hectares of land for planting cane, only 676 hectares were put into cultivation for the 2000-01 crop.

The estate, which was teetering on the brink of financial ruin and had been rescued by the Government in the 1990s under the bailout programme for the financial sector, would later be placed in receivership.

Before that time, the estate was controlled by the Farquharson family.

The records show that during the 1997-2002 period, Hampden sustained losses of more than J$45 million.

Long Pond and other sugar assets were last in private ownership under a deal in 1993 that gave 51 per cent control to a Wray and Nephew-led consortium, that included Cliff Cameron’sManufacturers Investment Limited and Booker Tate Limited of the United Kingdom.

Each private partner held 17 per cent, whereas the Jamaican Government retained a minority 49 per cent.

The state would eventually re-acquire the SCJ after the consortium failed to turn the company into a money-maker.

Under the deal with Everglades, the new owners must maintain 60 per cent of the leased lands for sugar-cane production or related products for 15 years.

The deal covers the two factories and surrounding 40 hectares of land, plus an additional 7,100 hectares, which are leased for US$40 per hectare per annum for the first 10 years of the agreement.

For 2010-11, the company has planted 5,000 hectares of new cane, and will plant an additional 1,408 hectares of cane over the four years to follow, which is projected to yield 280,000 tonnes of cane in the next five years.

“This means businesses in the communities will see an increase in trade, taxis will have more passengers to carry, and there will be additional opportunities for employment,” said Outman.

“So in essence, we are mixing green infrastructure with traditional, infrastructure, and in that way, we are conducting a business while preserving the heritage.”

mark.titus@gleanerjm.com

PR Rum Festival Good PR

Rum Festival – Rum Cited As Tourism And Economic Driver For Puerto Rico

Taste of Rum Festival Highlights Importance of Rum to Puerto Rico

Looking at the success of this past weekend’s 2011 Taste of Rum Festival in San Juan, one thing is obvious – rum is more than just a drink. It is also a tourism and economic driver for Puerto Rico.

The third annual Taste of Rum provided patrons with the opportunity to show local pride and celebrate Puerto Rico’s centuries old rum industry. As news of the festival has traveled beyond the Island, visitors from the mainland United States and throughout the Caribbean are now coming to San Juan to learn more about rum. The festival has become so popular that it was extended to two days this year.

“Our goal with the Taste of Rum festival is multi-faceted,” said Nicole J. Rodriguez, Director of Rums of Puerto Rico, the sponsor of the event and the umbrella marketing program for the collection of the world’s finest rums. “The festival started as a way to showcase all rums produced internationally. This year we’re highlighting only the finest rums in the word, Puerto Rican rums. The festival gives us the opportunity to show the impact that the rum industry has on our economy and promote rum tasting as an additional reason for rum fans to visit Puerto Rico on vacation.”

This year, the two-day event attracted 3,000 visitors, more than double the attendees in 2010. Approximately one-third of the attendees came from outside Puerto Rico. In addition to sampling rum drinks created by celebrity mixologists, visitors were able to enjoy foods, such as barbeque, created with rum, listen to local music, watch skilled flair tender (bottle juggling) competitions and participate in exclusive seminars to learn more about what makes Puerto Rico’s rums so special.

“Puerto Rico’s rum industry already provides more than 70 percent of the rum sold in the United States,” said Jose Ramon Perez-Riera, Puerto Rico’s Secretary of Economic Development and Commerce, which oversees Rums of Puerto Rico operations. “Rums continue to remain both a driver of the Puerto Rican economy and an ambassador for the Island. By adding a tourism component to the rums campaign, we hope to attract additional visitors to the Island and increase sales of our fine products”

“Our goal is to establish the Taste of Rum festival as the preeminent rum event in the world,” continued Rodriguez. “We want rum fans to think about coming to Puerto Rico in the same way that wine fans plan to travel to Napa Valley or scotch whiskey fans schedule a vacation in the United Kingdom. Taste of Rum is the backbone in this effort.”

This is the first festival held since the launch of the “Just Think, Puerto Rican Rum” campaign in February. The campaign underscores the award-winning attributes that make Puerto Rican rums stand out from their competitors. For example, the campaign reminds consumers about Puerto Rico’s centuries old tradition of rum making; the legally-mandated, one-year aging of certain rums in white oak barrels; and the Island’s commitment to excellence. The result: Puerto Rican rums, including Bacardi, Don Q, Ron Llave, Ron del Barrilito and Palo Viejo, are the finest rums in the world.

About Rums of Puerto Rico

Rums of Puerto Rico, a division of the Puerto Rico Industrial Development Company (PRIDCO), was created in 1948 to administrate the advertising and promotional programs that encourage the consumption of rum and protect its leadership in the United States market. The quality brands produced in Puerto Rico are aged at least one year by law. This sets the standard of excellence that includes only the finest rums and offers an extensive choice in the rum category including Bacardi, Don Q, Ron Llave, Ron del Barrilito and Palo Viejo, among others.

About The Puerto Rico Industrial Development Corporation (PRIDCO)

The Puerto Rico Industrial Development Company (PRIDCO) is a government-owned corporation dedicated to promoting Puerto Rico as an investment destination for companies and industries worldwide. Since its establishment in 1950, PRIDCO has led the efforts in the industrialization of the Island. PRIDCO continues to be a catalyst for Puerto Rico’s economic development, leading the transformation from a traditional industrial economy to an economy based on knowledge. PRIDCO emphasizes promoting high technology industries among sectors such as the life sciences, technology, computing and services that leverage on Puerto Rico’s unique combination of tax incentives, skilled workforce, strong infrastructure and excellent business climate.

CONTACT:
Greg Stanko
+1-202-729-4146
Greg.stanko@ogilvypr.com
Rums of Puerto Rico
web site http://www.puertoricorums.com/

PR for PR!

Recovering from the desertion of Cap’n Morgan, PR Rums kick back! Rumpundit.

Rums of Puerto Rico Encourages Consumers to ‘Just Think, Puerto Rican Rum’

2011 Campaign to Remind Consumers of another way Puerto Rico Does it Better

Rums of Puerto Rico

February 23, 2011 3:17pm EST

NEW YORK, Feb. 23, 2011 — /PRNewswire/ — If you’ve got it, flaunt it! As part of the government of Puerto Rico’s efforts to remind the audience that Puerto Rico does it better and promote the quality products produced on the Island, Rums of Puerto Rico, the umbrella marketing organization for the collection of the world’s finest rums, today launched its 2011 campaign in New York City. The campaign underscores the award-winning attributes that make Puerto Rican rums stand out from their competitors. Consumers are encouraged to “Just Think, Puerto Rican Rum” when ordering a rum-based drink.

The campaign reminds consumers about Puerto Rico’s centuries old tradition of rum making; the legally-mandated, one-year aging of certain rums in white oak barrels; and the Island’s commitment to excellence. The result: Puerto Rican rums, including Bacardi, Don Q, Ron Llave, Ron del Barrilito and Palo Viejo, are the finest rums in the world.

“Puerto Rico’s rum industry provides more than 70 percent of the rum sold in the United States,” said Jose Ramon Perez-Riera, Puerto Rico’s Secretary of Economic Development and Commerce, which is the parent organization of Rums of Puerto Rico. “Rums continue to remain both an economic driver of the Puerto Rican economy and an economic ambassador for the Island.”

The $2 million marketing campaign will tell this story through print, digital and out-of-home messaging in New York, Washington, DC and Miami, and will be supported by public relations and social media efforts and an upgraded web site (www.rumcapital.com). The campaign also will include a series of events and partnerships throughout the year, including a launch event at the Empire State Building featuring Food Network chef Claire Robinson and rum ambassadors from Puerto Rico and the extension of contracts for the exclusive Rums of Puerto Rico lounges and spaces at New York’s Madison Square Garden and Citi Field.

Nicole J. Rodriguez, Director of Rums of Puerto Rico, added that “one goal of the new campaign is to tie together all of Puerto Rico’s marketing efforts under a single theme: quality. Whether it is our beautiful beaches, friendly, bilingual workforce, or our superior rums, we want Americans to say the same thing when they think about Puerto Rico: “Puerto Rico equals quality.”

“Rum drinks are so much more than the ubiquitous rum and coke or your grandmother’s daiquiri,” said Claire Robinson, host of Food Network’s “Five Ingredient Fix.” “Because Puerto Rican rum mixes well with everything, you can use it to create new drinks or improve existing ones. For a spin on the classic cosmopolitan, try substituting Bacardi Limon or Don Q Limon for vodka and you will be delighted by the taste.”

The “Just Think, Puerto Rican Rum” tagline is tied to other Puerto Rico promotion efforts, including the Puerto Rican Tourism Company’s “Just Think, Puerto Rico” campaign, which launched last fall in New York City. Both campaigns also employ the green and black “Puerto Rico Does It Better” logo that is now appearing on all of the government’s promotional materials.

About Rums of Puerto Rico

Rums of Puerto Rico, a division of the Puerto Rico Industrial Development Company (PRIDCO), was created in 1948 to administrate the advertising and promotional programs that encourage the consumption of rum and protect its leadership in the United States market. The quality brands produced in Puerto Rico are aged at least one year by law. This sets the standard of excellence that includes only the finest rums and offers an extensive choice in the rum category including Bacardi, Don Q, Ron Llave, Ron del Barrilito and Palo Viejo, among others.

About The Puerto Rico Industrial Development Corporation (PRIDCO)

The Puerto Rico Industrial Development Company (PRIDCO) is a government-owned corporation dedicated to promoting Puerto Rico as an investment destination for companies and industries worldwide. Since its establishment in 1950, PRIDCO has led the efforts in the industrialization of the Island. PRIDCO continues to be a catalyst for Puerto Rico’s economic development, leading the transformation from a traditional industrial economy to an economy based on knowledge. PRIDCO emphasizes promoting high technology industries among sectors such as the life sciences, technology, computing and services that leverage on Puerto Rico’s unique combination of tax incentives, skilled workforce, strong infrastructure and excellent business climate.

SOURCE Rums of Puerto Rico

Cuban Rum at the Rough End

Some fascinating details in this article from a Cuban rummery… places that don’t usually allow such scrutiny! – Rumpundit

Puerto Principe Rum Has Its Bouquet

February 26, 2011 |

Por Lazaro Gonzalez

Puerto Principe Beverage Complex in the central Cuban province of Camaguey.

HAVANA TIMES, Feb. 26 — Well yes, it’s like what you’ve read: Camaguey resident Lina Estevez is one of the few Cubans allowed by her husband to come in their house with alcohol on her breath – of course there’s only a trace, it’s not like she’s drunk or anything.

She’s part of the quality control team at the Puerto Principe Beverage Complex, in the central Cuban city of Camaguey, 340 miles east of Havana. Lina has worked in this field for 20 years, and as a rum taster she admits, “I’m not addicted, because we don’t drink all day. A couple sips are all you need to evaluate the parameters.”

Ongoing demands in all the links of quality control in the production chain have allowed this factory to reach a solid position in its supply of the domestic market, to win prestige and to satisfy the sensory demands of people with elevated levels of “ethylic culture,” because in Cuba rum — like tobacco and baseball — holds a special place.

Despite their creating an old line of artisanal products and being paid low wages, the 87 workers at this refinery give all their efforts and experience each workday so that their rums and wines don’t “fade,” but that these continue conquering the palates of Cubans – the first market for what they produce.

The majority of the workers at this factory have been working there for more than 15 years, because “here something can always be ‘solved’,” admitted bottle labeller Ramona Garcia. (“Solving” is the word given by Cubans to theft or the diverting of resources in State-run factories, offices and businesses.)

A message in bottles

At any rate, Florencio Brown, an administrator connected to the beverage world for more than three decades, recognized strength in the stability of the work collective. “Each one of them has mastered their job perfectly. Their technological discipline facilitates the meeting of objectives. They were the true protagonists behind our work last year when, despite difficulties, we fulfilled our commercial production plan two months ahead of schedule, demonstrating a high rate of productivity in our work.”

Brown complained about the shortage of bottles that the operation suffered during the first trimester of 2010. “The Raw Materials Recovery Company of the province was unable to respond to our needs,” he affirmed. He added that the strategy consisted of taking a good part of the liter-and-a-half plastic containers out of production. Basically, this is “an alternative that will are continuing to follow because of the high demand.”

According to the administrator, this solution has allowed a monthly reduction in bulk quantities of rum, which is about 150,000 liters, thus minimizing the classic “baptism” or adulteration that is so common, as well as harmful to consumers.

The plan for tourism, which embraces seven products, floundered for several years also because of the lack of bottles, which had to be imported because they had to be new. Of the different varieties of Arecha and Puerto Principe rum conceived for tourism, barely a third of the 37,000 crates anticipated for 2010 were produced, said Brown. He also complained that the difficulties posed by the island’s dual currency and its effects on managerial accounting did not stimulate production. “Concretely speaking, to fulfill my plans I need to produce more for the domestic market.”

The Ministry of Domestic Commerce and the national network sale points undertake the marketing of their main product, which is Puerto Principe rum refined to 34 and 32 proof alcohol, both bottled in plastic containers and glass bottles.

The mystery of the bouquet

An almost mystic air floats through the storage area where different types of rum, aguardiente and wine are aged. Hundreds of Canadian and American white oak barrels contain the precious liquids in their paunches. From the wood they slowly absorb that delicious bouquet that will later give it a delightful taste.

Soraida Alvarez, a true master in this mysterious and millennial art, indicates that the total aging capacity in this refinery is almost a half million liters, of which 95 percent is dedicated to solera rums that are used as a base in the end products. These rums age for between six months and seven years, according to their uses. In the rest of the barrels is “El Tradicion,” a sweet wine made from raisins and that pays homage to its name.

Puerto Principe Drinks Complex in Camaguey.

Alcohol, aguardiente matured for a minimum of one year and alcoholized syrup are the three basic raw materials for the creation of rum base or solera, Brown explained. A third of this rum is employed in products for tourism, especially in the three-year-old rum.

Nevertheless, 70 percent of the Puerto Principe products are made with pre-processed rum coming essentially from the Cardenas Rum Refinery and the Central Villa Clara Rum Refinery, though they “don’t always arrive with the required quality,” the administrator pointed out.

“As soon as the raw material enters we begin carrying out a physical-chemical analysis as to the alcoholic grade, the total acidity and the ester content, which are of great importance in the bouquet of the base rums,” explained out Lina Estevez.

After 10 years of experience, Darvin Castrillon (an all-round operative whose comrades affectionately call the “doctor” of the filling machine, the position where he has spent the most time) staffs the most critical point on the production line, since this is where breakdowns tend to occur.

“Here the principal difficulties are related to the wearing down of the pistons, which are very old and force me to position the bottles to keep them from drawing in air. Once I was trying to re-position a bottle that had drawn in air and it exploded. That resulted in an injury that required two stitches in my finger,” he explained, emphasizing the importance of workplace safety.

“The hoses also create problems because they’re made out of a material that is very difficult to find. The rum stiffens them, so it’s necessary to cut the tips so that they don’t take in air and fill the bottles too quickly. The springs come apart, which leaves them shorter, requiring me to apply more force to the lever. This precarious technological state demands a lot from me. It’s exhausting work, but I’ve gotten used to it and I’ve learned how to innovate…to do more with less, something in which we Cubans are masters.”

Take Me To Cuba!

We keep talking at least I do about Rum and Tourism, looks like some people do it! Rumpundit.

Havana Club brings Latin spirit to UK travel retail

Published: 21/01/11

Source: ©The Moodie Report

By Matt Willey, Online Content Editor

UK. Rum brand Havana Club has launched its ‘Nothing Compares to Havana’ promotion across travel retail at UK airports this month. Throughout January, the spirit of the Cuban capital is being brought to life in Terminal 3 and T5 at London Heathrow and at Birmingham Airport.

Nothing Compares to Havana aims to highlight the informality, passion and generosity of Havana, which was captured in-store on 14 and 15 January with live Cuban music and salsa dancing at T5, said brand owner Pernod Ricard.

In addition, throughout January, brand ambassadors are sampling mojitos from the Havana Club Car bar at all three terminals, inviting consumers to learn how to make and taste the Cuban cocktail.

A Havana Club shopping bag is also being offered as a gwp with Havana Club 7yo and a Gilles Peterson New Cuba Sound CD with every purchase of Havana Club Añejo Reserva.

The spirit of the Cuban capital is being brought to life at London Heathrow and Birmingham airports as part of the month-long Havana Club campaign

To highlight the in-store activity, an invitation to the bar has been included on boarding cards that have been printed prior to arriving at London Heathrow. Passengers flying British Airways long-haul during January can also view a Nothing Compares to Havana 30-second TV advert during BBC World News from the on-demand service onboard.

Pernod Ricard Travel Retail Europe Marketing Director John Smailes said: “Nothing Compares to Havana is a refreshing campaign that reiterates Havana Club’s authentic Cuban heritage. We are thrilled the campaign is being launched to international travellers from the important UK market and believe the expressive and engaging theatre will drive trial, and the educational sampling will encourage people to trade up to the Havana Club premium range.”