Havana Club launches limited-edition bottle into c-stores

Print

Havana Club has partnered with grime artist Skepta to create a limited-edition bottle, which will launch exclusively in convenience stores.

Havana-Club-7.jpg

The Havana Club 7 bottle has been designed in collaboration with Skepta and celebrates both Cuban and Nigerian Yoruba roots with cultural symbols, including Ewe Oshun leaves, used in Yoruba rituals, cowrie shells found in sacred statues of Elegua, as well as Guiro textiles and Conga drums. The new bottle has a disruptive colour scheme, as well as silver foiling to increase visibility.

Raja Banerji, marketing director at Pernod Ricard UK, said: “Rum is the second fastest-growing spirits category behind gin and Havana Club is experiencing double-digit value growth across the off-trade. We are excited to be driving relevance and credibility at a grassroots level with our key consumer and with 3.7 million monthly listeners on Spotify, are delighted to be working with Skepta to recruit younger consumers into the category. In urban areas like Tottenham, London, where Skepta grew up, convenience stores are the cornerstone of the community, a hub for social gatherings and the beating heart of the area.”

The new limited-edition bottle will first launch exclusively in convenience stores across London and other major UK cities for one month, before rolling out nationwide. It has an RRP of £24.99.