Havana Club Profundo, a new product that revitalizes the tradition of Cuban white rums.
Tomado de: Cubadebate
27 de May de 2021
Havana Club Internacional S.A. (HCI) adds a new and innovative product to its permanent portfolio that energizes the tradition of Cuban white rums. It is called Havana Club Profundo, an aged white rum Super Premium that as of today will be marketed in Cuba. This new delivery, said the company’s CEO, Christian Barré, Christian Barré, arrives to transform the category of white rums with a “very different offer, for its flavor and quality.” Super Premium Super Premium which will be marketed from today in Cuba.
At the same time, it makes “a nod to the past”, because it is exhibited in the iconic Havana Club 7 years old bottle in its transparent version, while the blue color stands out in its presentation, in reference to the distillery where it was born: Santa Cruz del Norte, where the waters of the Atlantic Ocean bathe its shores.“The label combines that signature blue with refined gold accents, looking elegant and contemporary at the same time.” Its creator, the First Master of Cuban Rum Juan Carlos González Delgado, stressed that Havana Club Profundo breaks manufacturing schemes and innovates in the concepts of technologies within the white rums, among other reasons, because it is a combination of products in aging processes. “It has an intense, but at the same time smooth, well-balanced aroma, which separates it from the norm of white card rums and its sugar content is very small, although the sugar cane origin can be identified, with fruity aromas in balance with woody notes from aging.” Havana Club Profundo. We have a very nice, deep Havana Club. It is, summarized González Delgado, a combination of aged bases not usual in white rums, by mixing bases of much older products with those traditionally used to make white rums. The director of Sales and Marketing Cuba, Amed Álvarez, said that this new rum will be marketed from today -and at first only in Cuba- in stores in Cuban pesos and in freely convertible currency, for a value of 227 CUP, while it can also be found in the hotel and extra-hotel gastronomy. The new rum will be marketed from today -and at first only in Cuba- in stores in Cuban pesos and freely convertible currency, for a value of 227 CUP, while it can also be found in hotel and extra-hotel gastronomy. “With the slogan Live Deep, the rum comes to satisfy the most demanding palates and is a useful tool for bartenders in the quest to reinvent classic cocktails like the daiquiri.” Sergio Valdés, international director, explained that in the world of rum, innovations are made mainly with the “dark ones”, hence the development of Havana Club Profundo was a challenge, but “possible thanks to the foundations of the industry, technology, the know-how of the rum masters and the commitment of the company’s workers to add new products.” On the company’s performance, he commented that it has not escaped the effects of the pandemic, which has caused the near paralysis of international tourism and the closure of bars, hotels and recreational centers where rums are sold. However, he added, “the brand is doing relatively well in this context, with an acceptable performance,” especially due to the growth of sales in supermarkets and so-called convenience stores, places where HCI products were not previously listed. The International director also highlighted participation in e-commerce, with this pandemic period “becoming an opportunity to gain ground in places where the company was not.” The International director also highlighted participation in e-commerce, with this pandemic period “becoming an opportunity to gain ground in places where the company was not.” HCI exports to more than 120 countries; its main market is Germany – the largest for many, many years – and among the historical ones is France, while the UK has been performing well in recent times. HCI, the result of the union between the corporation Cuba Ron S.A. and the French group Pernod Ricard, is the third largest international rum brand in the world, excluding the United States due to the blockade.