On October 3, Director General of French company Pernod Ricard, Philippe Savinel, highlighted the success of Cuba’s Havana Club rum sales in the European nation.
Savinel noted that French consumers purchased three million liters (some 330,000 cases) of the spirits last year, according to Prensa Latina.
Such success is due in large part to the quality of the rum, its tradition and above all Cuba’s history, stated the director, visiting the island accompanied by another 430 Pernod Ricard executives.
He highlighted that the journey to such an accomplishment began long ago, at the beginning of the 1990s when the brand was created by Pernod Ricard and local producer CubaRon, with initial results seen at the end of 1997, when the first 100,000 liters of Havana Club were sold.
Since then, noted Savinel, sales of the product and its popularity around the world have grown rapidly, especially in Cuba, until reaching the current figure, which the company hopes to surpass.
The Director General of Pernod Ricard for France also noted that purchases of the beverage in this nation are predicted to increase to five million liters by 2020.
Savinel also highlighted that company directors, including heads of marketing, production, and sales, are visiting Cuba in order to celebrate the accomplishment.
Meanwhile, Sergio Valdés director of Market Development at Havana Club International S.A., noted that the important result has seen France become the second largest market for Cuban rum, only preceded by Germany.
The joint venture Havana Club International S.A. (HCI), founded in 1993, is present today in over 120 countries, while Havana Club is the world’s third most popular international rum brand, outside of the United States.
HCI has been strengthening its lines over the years, which includes Havana Club Selección de Maestros; Añejo 15 años, Unión and Máximo, all premium spirits.