Havana Club Joint Venture's exports grew despite the hard context

HAVANA, Cuba, Feb. 2 (ACN) The Havana Club International (HCI) joint venture saw growth in exports both internationally and domestically, despite the challenging global economic crisis, Amed Velazquez, the brand's marketing director for the Cuban market, told the press.

The executive stated that the company closed 2025 with over a 16 % increase in sales value in Cuba compared to its initial projections for that year.

While not entirely satisfied with the results, he affirmed that they are on the right track and exploring new export strategies.

This week, HCI unveiled the new look of Seleccion Maestros from the Iconic Collection, a product that has been refreshed in its bottling and labeling without losing any of its original essence.

It pays homage to the Cuban master rum makers, whose knowledge is enshrined on the coveted UNESCO list of Intangible Cultural Heritage of Humanity.

Despite being launched 15 years ago, this rum maintains its distinctive character and is highly sought after by customers and consumers in both the domestic and international markets, commented the marketing director of Havana Club.

Michael Merlli, CEO of HCI, stated that by presenting this new product to the world, they are taking a bold step, marking a leap into a new era for Prestige and Seleccion de Maestros rums, the highest expression of the Iconic range.

This exclusivity expresses the grandeur of the brand with its profound Cuban cultural legacy, he added. Seleccion de Maestros, the only rum crafted with the input of all of Cuba's master light rum makers, features a new label with La Giraldilla, the symbol of Havana, adding a relief that enhances its visual appeal and beauty.

The bottle, with its elongated shape extending to the mouth and a ribbed finish, boasts a modern and elegant design.

At 45% ABV, the strongest in the range, this rum combines aromas of cocoa, coffee, and tobacco, along with sweet notes that make it pleasing to the palate, explained the Master Rum Makers present at the launch.

Havana Club, the most awarded Cuban rum brand with over 500 accolades and the third most awarded in the world, is distributed in approximately 125 countries by the joint venture between Cuba Ron S.A. and Pernod Ricard of France.