Havana Club International S.A.: Culture and innovation

By: Daily Pérez Guillén/ Photos: Abel Rojas Barallobre

Havana Club International S.A. treasures more than a portfolio of Cuban rums. A centuries-old culture combines tradition, history, knowledge and even weather conditions in each bottle, as part of the heritage of a nation.

Three decades of existence mark the union of Pernod Ricard and Corporación Cubana Ron S.A., which gave rise to Havana Club International S.A. In thirty years, more than 492 international medals – more than 30 awards  in 2024 alone – attest to the quality and acceptance of its range of beverages.

On the occasion of last November’s celebration of the founding of the international company, its Director General, Frenchman Christian Barré, recalled that “It all started with seven people in 1993, but today there are around 600 people working to make the brand recognized, stronger and a symbol of Cuba’s cultural-historical heritage.” The inclusion of the “Knowledge of the light rum masters” on the Representative List of the Intangible Cultural Heritage of Humanity is another source of pride for this company, which its director highlights.

Growth is a word that defines the future of Havana Club International S.A. From an initial volume of just 350,000 cases sold per year, by 2023 the figure had risen to 4.3 million. According to Barré, the formula for success lies in having combined the know-how and technology of Cuban partners with the distribution strength of Pernod Ricard. The French company’s portfolio currently includes more than 200 brands, eleven of which are defined as strategic at the international level, including Havana Club, present in more than 125 countries.

Manufactured in Cuba, 70% of Havana Club’s premium and superpremium rum sales are for export. The markets of Germany, France, Spain, Italy and Mexico receive the largest volumes of this beverage, which ranks third in the world, even though it cannot sell in the United States as a result of the measures restricting the marketing of Cuban products.

Among the milestones of these first three decades, Barré highlights the inauguration in 2007 of the San José de las Lajas rum factory in the west of the island, “which was decisive for the growth of the brand, particularly the dark rums.”

Today, the company is committed to responsible and sustainable development. Examples of this objective are the “Tú Decides” (You decide) and “Si bebes, no manejes” (If you drink, don’t drive) programs, related to the responsible consumption of alcoholic beverages.

Havana Club International S.A. received the Excellence Award in the Green Category in 2023 and 2024. Leadership also translates into a genuine commitment to Sustainability and Social Responsibility (S&R). In line with this strategy of the French partner Pernod Ricard, alongside Good Times from a Good Place, and the Cuban environment program Tarea Vida, very clear objectives and commitments appear in each of the initiatives related to the environmental impact of its products, which include reducing the company’s carbon footprint.

A pilot circular project in conjunction with EcoSpirits and Iberostar Cuba Hotels & Resorts, the first of its kind in the country, seeks to reduce the use of bottles in tourist facilities.  The installation and start-up at the San José rum factory of an EcoPlant for filling recyclable 4.5 L glass containers, known as EcoTote, has made it possible to start using these containers in two hotels in Varadero.

The company also applies measures amed at reducing energy consumption, such as using lighter bottles to reduce the energy used in their manufacture. Solar panels at the San José rum factory cover 25-30% of the factory’s energy needs while pursuing autonomy in daily consumption.

The same is being attempted in the area of innovation. Amed Álvarez, the company’s national sales and marketing director, told TTC that the company is promoting its development. New products, already known in the Cuban market, such as Havana Club Profundo, Cuban Smoky and Spiced rums, were a result of this policy.