A toast to Havana Club S.A., the fastest-growing brand in Pernod Ricard’s portfolio

By Daily Pérez Guillén

Havana Club is the brand boasting the greatest growth in Pernod Ricard’s portfolio and this is mainly due to the contribution of the Cuban market, announced Amed Álvarez Tejo, national director of Sales and Marketing of Havana Club International S.A., at an end-of-year celebration with clients and collaborators in Havana.

“The brand enjoys very good health despite the very adverse context, not only in Cuba, but also in export markets. In spite of that, in the last year, due to the foreign partner’s sales plan running from July 2023 to June 2024, we saw growth of more than 8% at the international level,” he detailed in statements to Prensa Latina and TTC.

The director explained that the Cuban market consolidated its premiumization policy in recent months. “This is nothing more than continually improving the way out products. In the Cuban market, which used to consume three-year-old or special rums, there is now a predominance of customers looking for rums older than seven years.”

This peculiarity allows the company to earn more with a smaller volume of cases.”That is why we have decreased by about 45% the level of turnover in 9-liter cases. The growth in value is very significant because it is in double digits. We closed yesterday with almost 55% growth, Álvarez explained.

National Sales and Marketing Director of Havana Club S.A., Amed Álvarez Tejo.

The joint venture has also been affected by foreign exchange earnings from its historical domestic customers, however e-commerce increases dividends. “In the online store, which has its own platform, we market our products successfully and this allows us to obtain liquidity for the company.”

Online purchases can be made from abroad and from Cuba with international cards. “Due to the blockade, we cannot at the moment give access to users based in the United States to make purchases. Other than that, all other countries can access the platform,” Álvarez specified, pointing out that the U.S. market represents almost 40% of spirit sales in the world.

Although sugar production levels in Cuba have decreased significantly, the Sales and Marketing director said that Azcuba prioritizes the volumes needed for the production of the brand’s rums. “The country is focused on respecting the vital raw material to maintain the appellation of origin.”

“At the company level we are pursuing a very serious policy on responsible consumption and environmental sustainability.” In this sense, he offered the example of the MICA project developed together with scientists from CITMA to take advantage of the vinasse from the molasses fermentation process in the generation of energy and livestock feed. He also confirmed that at the San José rum factory, 95% of the energy used is generated with solar panels.

On Havana Club’s commitment to social responsibility, he stressed that “we insist on continuously educating consumers to drink responsibly.”

Amed Álvarez added that at the upcoming Habano Festival, the company will present a limited-edition allegorical to the 25th edition of the event and is considering launching a new product.

Havana Club International S.A. is currently undergoing a makeover of its iconic range, which will be launched in the domestic market in 2026.