Complementing a new Havana Club release—Añejo Clásico—debuting in June, a campaign themed The Golden Age, Aged Well will launch in the summer.
Puerto Rican rum-maker, Havana Club, has launched a major national market expansion effort. A celebration of Cuba’s cultural resurgence, the move marks its two-decade presence in the United States. The initiative welcomes a redesigned bottle and dark rum variant dubbed Añejo Clásico.
Complementing the existing Añejo Blanco offering, the new release which debuts in June, will see the premiere of a campaign themed The Golden Age, Aged Well. Kicking off in Florida, the expansion is slated to continue throughout the country, and over the upcoming summer.
With a focus on Miami, Atlanta, Chicago, Dallas, Houston, San Antonio, Denver, Las Vegas, New York City, and Philadelphia, the push entails out-of-home and programmatic advertising, native media components such as custom videos and cocktail education as well as geo-based spot and digital radio and mobile location.
In July and August, both products are set to launch in Colorado, Georgia, Illinois, New Jersey, Nevada, New York, Pennsylvania, and Texas. The remaining states will start to see Havana Club in local liquor stores and high-end restaurants from the month of September onwards.
The premium liquid is based on the original recipe of Cuba’s Arechabala family in 1934, and is said to capture the exuberance of the city’s Golden Age. Beginning in the 1920s, it was the glamourous period that led right up to 1950s, when people flocked to the island during the prohibition.
As an ode to its heritage, the crest on every bottle is a reminder of the brand’s gilded origins. The latest packaging is inspired by the marque’s rich history and foundation. The updated bottles showcase a centre seal, which has featured across the product’s exterior and marketing efforts since inception.
Meanwhile, the crest is surrounded by hand-lettered typography reminiscent of the said bygone era. Ramon Arechabala, the great-grandson of Founder, Jose Arechabala, personally transcribed the recipe that was sold to Bacardi as part of the agreement between the two family companies.