By Roberto F. Campos, Prensa Latina Economic Affairs Desk

Havana (Prensa Latina) Boasting a sustained development, Havana Club rum is increasingly gaining ground to rank first among dark rums in world markets.

   Markedly different from the light rums in greater demand, this genuine Cuban spirit, created in 1878, continues its spiraling ascent to first place.

   Following the creation of a new plant in San Jose, on the outskirts of Havana, Cuban-French joint venture Havana Club International SA announced plans to sell five million boxes of the brand.

   In an official note, the firm also set 2013 as the timeline for Havana Club to become the world’s premium dark mellow rum.

   Since the creation in 1993 of Havana Club International SA, a company made up by CubaRon and French marketing firm Pernod Ricard, the brand has registered an annual two-digit growth.

Always in an Upward Trend

   Havana Club has been among spirits with most development dynamics. By 1994, a year after the emergence of the marketing firm, 460,000 nine-liter boxes of the product were sold.

   By 1998, it ranked among the top 100 premium distilled spirits worldwide by selling one million boxes. In 2004, two million boxes were sold.

   At the end of 2006, with 2.6 million boxes sold, it ranked 30th in the Top 100 list, according to preliminary estimates.

   Havana Club officials mention the development of exports and tourism in Cuba as the most important factors for such growth, with no sign of slowing down.

   The new plant, opened in the presence of the Island’s Secretary of the Executive Committee of the Council of Ministers, Carlos Lage, meant a new step of the sector in its quest for a better position in the international market.

   The plant has six maturing premises, which fulfill the strictest Cuban and international productive, environmental and safety standards.

   Worth 66 million dollars, the plant covers 1829.86 square feet and produces 12,000 bottles per hour.

   As of 2003, Havana Club International has been in charge of distributing the brand in the Cuban market and abroad, along with other main Pernod Ricard offers.

   Since 2004, the brand became a main priority of the French firm, to the point that it is currently among the group’s top 15 offers.

   The joint venture’s headquarters is in Havana. It exports the rum to 124 countries, except the United States, because of Washington’s restrictive economic measures against Cuba.

   Havana Club ranks second among rum brands in Europe. It is second to no other in Germany, ranks third in Spain and fourth in France.

   Other very active nations in buying the brand are Britain, Greece, the Czech Republic, Switzerland and Belgium.

   Sales are increasing in Canada and Latin America, mainly in Chile and Mexico.

   Cuba is the number one Havana Club market. It is considered the product’s showcase because it is the favorite brand for locals and foreign visitors alike. 

(Prensa Latina) 26-01-2006