Pernod Ricard has new packaging for its Havana Club rum range, in a bid to reinforce the brand's Cuban heritage. Bottles of 3 Year Old, 7 Year Old, Anejo Blanco and Anejo Reserva have a bigger typeface and logo to "maximise impact", plus a new gold-trimmed label and bolder font for a more Cuban look. The 3 Year Old has a golden bottle neck and cap to distinguish it from Anejo Blanco, which also comes in one litre bottles. The slogan "Hecho en Cuba" (Made in Cuba) is etched on the bottles. Pernod Ricard UK head of marketing Adriaan Eksteen said the new packaging led to a 26% increase in sales in Italy, Spain and Germany. "We are confident the new look will have a similarly positive effect in the UK," he said. "Havana Club is an international brand that is increasing in popularity and therefore needs to update and refresh its image. The brand appeals to a stylish audience and therefore needs to have a fresh and sophisticated look." The repackaged 3 Year Old is available now. The others are released in the New Year.
