The first Casa Havana Club opens in the heart of the Cuban capital

By Daily Pérez Guillén

The first Casa Havana Club franchise opened its doors on the evening of Friday, December 12, in the heart of Old Havana.

“Cuban rum is identity, it is pride, and it is also versatility. Casa Havana Club will be the place where that essence is felt and experienced. This will also be a way to promote the rich Cuban cultural tradition,” stated Michael Merolli, CEO of Havana Club International S.A.

In his welcoming remarks, Andrea Gallina, owner of the venture, expressed that it is also “a tribute to the city, to the community, to Cuban traditions—from the bell (at the entrance of the establishment), to the work in the Havana Club factories, to the master rum makers, engineers, chemists, and employees who give us the opportunity to enjoy a drink and a special evening.” The Casa, located at the intersection of Habana and Muralla streets, near the Rum Museum and Plaza Vieja, arose, as Gallina told TTC, from a conversation with Havana Club executives about creating a space dedicated to lovers of the quintessential Cuban rum. “The idea was to create a place where people could enjoy themselves, discover new rums, find bottles of rum, and have a place for leisure and fun.”

The Italian businessman also revealed that very special events will be offered in the evenings, “unique events so that people come to Old Havana and enjoy a place immersed in the community, in the city itself, where they can experience Cuban culture, the warmth and friendliness of Cubans, and have a party, which is very easy because Cubans have it in their DNA. This casa is a showcase of that Cuban spirit to the world,” he commented.

Three of the master rum makers, Salomé Alemán, Juan Carlos González, and Asbel Morales, signed a barrel located at the entrance of the establishment to commemorate its opening date.

In an exclusive interview with TTC, Amed Álvarez, National Sales and Marketing Director of the joint venture created by Cuba Ron S.A. and the Pernod Ricard Group, explained that this new venture reflects the strategy of supporting major projects, given the role the private sector plays in the national market in terms of sales and brand promotion.

Regarding this new business model, he detailed that the company will exclusively market Havana Club products and promotional materials related to the brand.

The director specified that “for now, it is the only one worldwide, but the possibility of opening other franchises in the medium term is not ruled out.”

A press release from the Havana Club International S.A. Communications Office specifies that this opening reinforces “the commitment to continue promoting the passion for Cuban Light Rum and Cuban culture, consolidating Cuban rum as a cultural ambassador and a symbol of it’s passion, authenticity, and capacity for reinvention.” Havana Club is today one of the 13 leading spirits brands of the Pernod Ricard Group, the third largest of its kind internationally, and the world leader in super-premium and premium rums.

Exports reach more than 125 countries (excluding the US, where Cuban products are prohibited due to the trade embargo). Germany, France, Italy, Spain, the United Kingdom, Mexico, Canada, Chile and Argentina are among its main markets.