Cuban rum Havana Club achieves the highest growth in the Pernord Ricard portfolio 

Havana Club is consolidating its position as the leading Cuban rum brand by achieving the highest growth in the Pernord Ricard's portfolio, Amet Álvarez, national sales and marketing director of Havana Club International S.A., told the press.

According to the executive, from July 2023 to June 2024, the brand grew 8.0% internationally and 55% in value, driven by higher-value products, where consumers are looking for rums with higher quality, often older than seven years.

Álvarez emphasized that the greatest progress was due to the contribution of the Cuban market, despite the adverse national and international context. During the period, he noted, premiumization was consolidated, allowing more value to be generated with less case volume.

Although "we have reduced the level of billing in nine-liter cases by about 45 percent, the growth in value is very significant because it is in double digits; we closed yesterday with almost 55 percent growth," he said.

Regarding sales, he explained that despite the impact on foreign currency revenues, e-commerce contributed to increase dividends through Havana Club's online store.

From there, products are successfully marketed and purchases are made with international cards, either from abroad or in Cuba, which allows the company to obtain liquidity, he said.

He added that due to the blockade at the moment there is no access to users based in the United States (a market that represents almost 40 percent of the spirits in the world).

The representative pointed out that despite the decline in sugar production in Cuba, the Azcuba Enterprise Group is prioritizing the quantities needed to produce the brand's rums. "The country is focused on respecting the vital raw material to maintain the denomination of origin."

Referring to the company's sustainability strategy, he assured that projects such as MICA are being implemented, with which they intend to take advantage of the waste from the fermentation process and solar panels were installed to generate energy.

Finally, he announced a collaboration with Habano S.A. to present a limited edition at the next Habano Festival and a redesign of the iconic line that could be launched in Cuba in mid-2026.