Havana Club relaunches its Selección de Maestros with a new image

A collaboration by Rachell Cowan Canino/ Photos: Havana Club social media

Havana Club unveiled the new look of its iconic Selección de Maestros rum this Friday, a redesign that refreshes the bottle of this flagship product of the brand on its 15th anniversary. The launch took place at the recently inaugurated Casa del Ron Havana Club in Old Havana, at an event led by the President of Havana Club International S.A. (HCI), Michael Merolli, before a group of specialized journalists.

Accompanying Merolli at the presentation were Asbel Morales, director for national sales of the product, and the five Masters of Cuban rum, responsible for the creation and quality control of these spirits. The event reaffirms Havana Club’s commitment to the tradition, innovation, and excellence that characterize Cuban rum heritage.

New look, same essence

Experts explained that the new presentation maintains the essence of the original product while introducing a redesigned bottle that reinforces the brand’s identity with an elegant and contemporary style. The design pays tribute to Cuban cultural heritage and the Rum Masters as guardians of this centuries-old legacy.

The bottle draws its inspiration from La Giraldilla, a symbol of Havana and Cuban identity, whose silhouette crowns the tower of the Castillo de la Real Fuerza. Selección de Maestros is part of the Havana Club Iconic Collection (Colección Icónica), an ultra-premium category that represents the pinnacle of the brand’s extra-aged rums.

Havana Club Icónica Selección de Maestros is bottled directly from the barrel with an alcohol content of 45%, preserving its warm amber hue and characteristic reddish highlights, with a robust body and full flavor.

During the presentation, it was reported that the Havana Club domestic market registered a 16% increase in sales during the past year, reflecting the brand’s strength in Cuba.

Havana Club International was established in 1993 as a joint venture between Cuba Ron S.A. and the French group Pernod Ricard. Since 1994, it has been one of the French company’s priority brands, ranking among the top 13 in the conglomerate’s spirits portfolio.

The brand currently exports to 125 countries, with Germany, France, Italy, Spain, the United Kingdom, Canada, Chile and Argentina as its main markets. In 2025, Havana Club received 58 international awards, bringing its total to 576 accolades since 1994. The unveiling of the redesigned bottle reinforces the role of the Masters of Cuban Rum as custodians of a tradition recognized as Intangible Cultural Heritage of Humanity by UNESCO, while also consolidating Havana Club’s presence as a global ambassador of Cuban rum excellence.