Havana Club releases Essence of Cuba in UK

Pernod Ricard-owned Havana Club rum is to launch its Essence of Cuba drink flavouring range across the UK.

Last year Havana Club rum partnered with cocktail bitters producer, The Bitter Truth, to create a range of drink flavourings inspired by Havana Club Añejo 7 Años.

The Essence of Cuba range comprises four flavours – Island Fruit, Aromatic Leaf, Coffee and Honey – each of which is made using a slow maceration process using Havana Club Añejo 7 Años as the base.

Aromas of herbs, spices, roots and barks are extracted and used in each of The Essence of Cuba flavours, while single flavour extractions are also taken from roasted coffee beans, honey, tropical fruits and a selection of fermented leaves to create the four different flavour variants.

Now set to launch within the UK on-trade, Pernod Ricard UK has selected 15 venues from UK cities such as London, Manchester, and Glasgow, to promote the new bitters in different ways.

The group has also called on Havana Club Grand Prix Winner 2014 Andy Loudon to produce a range of cocktail serves for each of the flavours.

Liam Murphy, senior brand manager for Pernod Ricard UK, said: “To support the launch of Havana Club Essences of Cuba we entrusted our sales team to select bars across the UK, which were then treated to a brand immersion day by our brand ambassadors Meimi Sanchez and Mike Foster.
“Both introduced the outlets to The Essences of Cuba and advised those taking part how to promote them to customers within the on-trade.”

The recommended serve for The Essence of Cuba range is to add three dashes of flavouring to 40ml of Havana Club Añejo 7 Años.

By Annie Hayes, The Spirits Business

December 2, 2015

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