Marking two decades of U.S. presence and celebrating the peak of Cuba’s cultural resurgence, Puerto Rican Havana Club rum is rolling out a national market expansion featuring new bottle packaging, launching a new dark rum extension, Havana Club Añejo Clásico, to complement the existing Havana Club Añejo Blanco offering, and introducing a new brand campaign titled “The Golden Age, Aged Well.”
Guests joined for an evening of glitz and glamour at the Faena Hotel’s Saxony Theatre reliving the glamorous era of Cuba’s Golden Age, and to celebrate the return of Havana Club Rum. Guests were greeted with the iconic brand’s signature cocktails; Canchñchara, Havana Especial, Rum Mule and the 1934 Cocktail – each specially crafted to honor the electric time in history – paired with succulent hors d’oeuvre’s provided by Pao at FAENA. The authenticity of Cuban heritage conquered guests’ senses throughout the evening with interactive dance performances, live music, art deco design and a surplus of elevated fanfare. Following the performance, Global Vice President of rums for Bacardi, Fabio Di Giammarco, led guests, including members of the Arechabala family, in a spirited toast to the historic evening.
Havana Club rum is based on the original recipe created by the Arechabala family in Cuba in 1934. The recipe was personally transcribed by Ramon Arechabala and given to Bacardi as part of the agreement between the two family companies. In 1995, with the Arechabalas’ agreement, Bacardi re-launched Havana Club in the U.S. The Havana Club brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda.