Havana Club El Ron De Cuba

1. CUBA :

A Legend of Rum

CUBA has always been at the center of the history of rum, ever since Christopher Colombus introduced the first sugarcane shoots on the island.

The conquistadores had come for gold, and in Cuba, they found a new type of gold, one that melts in the mouth.

1. CUBA : A LEGEND OF RUM

 

 

 

The origins of the first rum are unknown; the name itself is still a mystery.

Locals and slaves have been using cane syrup to produce a fermented nectar since the beginning of the 17th century

 

Rum, or tafia as it was called, became known throughout the Caribbean a harsh, aggressive and hot drink for rough and tough men, freebooters and swashbucklers.

1. CUBA : A LEGEND OF RUM

 

 

 

In the mid-19th century, the Spanish crown offers a prize for the creation of more delicate rum, “able to satisfy the Court and the elite of the Empire”.

In CUBA, the new rum is born, El Ron Superior, the spirit we know today: smooth, delicate, exceptional straight or in cocktails and a favorite among refined and exigent palates.

In 1878, almost at the same time, Havana Club is created, at the end of the Cuban Ten Year War.

1. CUBA : A LEGEND OF RUM

	Today, rum is truly Cuba’s national drink, and all Cubans is intricately linked to Cubans’ way of life, from santería, the syncretic Afro-Cuban religion, to the feverish partiesof Havana’s nights.
	From the roaring twenties, when prohibition drove America to Cuba in seek of excitement, to modern times, Cuba has also been known as the cradle of many famous cocktails, such as the Daiquiri, Mojito or Cuba Libre.
	Rum, blended, and Cocktails, mixed, are a celebration of Cuba’s mestizo spirit, the “Cubanía”, sensual, happy and proud.

 

 

 

 

 

	2. HAVANA CLUB
	El Ron de CUBA

2. HAVANA CLUB : El Ron de Cuba

 

		ORIGINS	All 3 elements of genuine Cuban tradition or origin
		PROCESS
		PEOPLE

2. HAVANA CLUB : El Ron de Cuba
ORIGINS

 

 

 

 

The best ‘terroir’ for sugarcane, which grows in a privileged     climate and soil, and produces low viscosity/acidity molasses,     called “honeys” in Cuba.

2. HAVANA CLUB : El Ron de Cuba
PROCESS

American white oak barrels that are carefully and lovingly chosen at each     step of the process.
whisky casks used only once or twice that deliver the necessary    tannins and lignin...
...to barrels over 60 years old, for perfect oxidation during the    ageing process.

2. HAVANA CLUB : El Ron de Cuba
PROCESS

2. HAVANA CLUB : El Ron de Cuba
PEOPLE

All our personnel, highly qualified technicians and experienced operatives, are a genuine treasure for the brand, ensuring technological rigor and the strict application of all international norms of quality and scrupulous sensorial evaluations.

Transcending all techniques, Havana Club, El Ron de Cuba, is one of the most important expressions of Cuba’s rum-making culture.

The keepers of this culture are the Maestros Roneros, the Rum Masters, under the lead of Don Jose Navarro, our Head Distiller. The team of Maestros supervises every step of a unique rum-making process.

Havana Club’s Rums Masters have one mission: to preserve and perpetuate this traditional craft.

2. HAVANA CLUB : El Ron de Cuba
MAKING HAVANA CLUB RUM: THE ESSENTIAL STEPS

Selection of the purest molasses from Cuban sugarcane, for a natural,      residue-free fermentation.

Totally natural fermentation using our own yeast base.

Slow distillation of the Aguardiente in tailor-made columns.

Consecutive steps of blending and ageing of these Aguardientes.

Minute selection of barrels at every step of the ageing process.

Purification in the Cuban traditional fashion, one of the slowest     purification methods, using activated charcoal.

All of these operations require PATIENCE, KNOW-HOW and PASSION

2. HAVANA CLUB : El Ron de Cuba
MAKING HAVANA CLUB RUM: THE ESSENTIAL STEPS

2. HAVANA CLUB : El Ron de Cuba
HAVANA CLUB vs. OTHER RUMS

3. WORLDWIDE BRAND PERFORMANCES
HAVANA CLUB Worldwide Sales

3. WORLDWIDE BRAND PERFORMANCES
International Markets for Key Brands

3. WORLDWIDE BRAND PERFORMANCES
HAVANA CLUB Local Sales

3. WORLDWIDE BRAND PERFORMANCES
HAVANA CLUB Worldwide Sales

3. WORLDWIDE BRAND PERFORMANCES
HAVANA CLUB Worldwide Sales

4. BRAND STRATEGY
OUR STRATEGY

4. BRAND STRATEGY
New Range 2002

          4. BRAND STRATEGY
                     New Range 2002

Añejo 3 Anos
THE premium « white » rum. The only white « aged » rum. The long lasting taste in white rum. The premium image mixer.

          4. BRAND STRATEGY
                     New Range 2002

Añejo Reserva
THE smoothest aged rum. The best value for money in the aged rum     segment. Don Navarro’s original and favorite recipe. The premium image mixer for Cuba Libre.

          4. BRAND STRATEGY
                     New Range 2002

Añejo 7 Anos
THE reference for all the competitors. The product that scares Bacardi. The top product to fight against any premium