The renowned Cuban rum brand, Havana Club, has unveiled a fresh, sophisticated look for its prestigious Icónica Collection, which is dedicated to showcasing some of the finest extra-aged rums. This newly redesigned collection not only emphasizes the brand’s dedication to luxury but also honors the craftsmanship, heritage, and vibrant Cuban culture that Havana Club embodies.
The updated Icónica Collection reflects the pinnacle of Havana Club’s offerings, presenting a contemporary design that elevates its place among the world’s most prestigious rums. By seamlessly combining Havana Club’s rich history with international luxury aesthetics, the collection marks a new chapter for the brand, maintaining its status as a symbol of Cuban excellence.
For over five decades, Havana Club has been perfecting its extended aging techniques, a process first pioneered by the late maestro ronero, Don Navarro, in the 1970s with the creation of Havana Club Añejo 7 Años. This heritage and innovation continue to define the Icónica Collection, positioning it as a beacon of high-quality Cuban rum.
The design of the Icónica Collection draws inspiration from Havana’s La Giraldilla statue, a symbol of the city’s grace and resilience. Each bottle in the collection is adorned with a golden Giraldilla and features a fluted structure, creating a cohesive and elegant look across the portfolio. This refined aesthetic speaks to both the artistry of Cuban rum-making and the sophistication of the Icónica series.
The redesigned Icónica Collection includes three standout expressions, each embodying a unique aspect of Havana Club’s rum-making mastery:
Bottled at 45% ABV, this rum has been crafted and approved by Havana Club’s maestros del ron Cubano. The new design incorporates elements inspired by Havana’s sunrays and intricate ironwork, celebrating the vibrant energy of the Cuban capital. With a suggested retail price of €59 (US$65), it offers a premium tasting experience.
Aged for a minimum of 15 years, this expression is the only age-statement rum in the Icónica Collection. The bottle’s updated look features soft, enveloping patterns that reflect the smoothness of the liquid and its deep mahogany hue. At 40% ABV, it retails for €209 (US$230), making it a luxurious addition to any rum connoisseur’s collection.
Representing the pinnacle of the Icónica Collection, Máximo Extra Añejo is an extremely rare blend, limited to just 1,000 bottles per year. Presented in a hand-blown crystal decanter, this masterpiece is bottled at 40% ABV and has a recommended retail price of €2,500 (US$2,756). The expression was revamped last year, setting the tone for the reimagined designs across the entire Icónica range.
Asbel Morales, one of Havana Club’s maestros del ron Cubano and the visionary behind the Icónica Collection, expressed his pride in the transformation to The Spirit Business Magazine:
“This redesign is a tribute to our craftsmanship, our heritage, and the vibrant Cuban culture that defines Havana Club. Each bottle in the Icónica Collection encapsulates the mastery of Cuban rum-making, a legacy now recognized by Unesco as a World Intangible Heritage. As maestros, we are committed to preserving and passing down these traditions, offering future generations an experience to be remembered and savored.”
The revamped Icónica Collection will be introduced in markets worldwide over the coming months, with broader availability expected early next year. This global launch reaffirms Havana Club’s position as a leading player in the ultra-premium rum segment, showcasing the brand’s commitment to excellence and innovation.
The redesign of the Icónica Collection follows a series of strategic moves by Havana Club to expand its market presence. Last month, the brand launched a mango and lime-flavored rum-based spirit in Germany, following its initial debut in May.
Additionally, in December 2023, the brand’s core range received a modernized look, aligning with its broader strategy to refresh its image while staying true to its Cuban roots.
With the revamped Icónica Collection, Havana Club is redefining the standards of luxury rum while staying true to its heritage. As these beautifully designed bottles make their way to markets worldwide, rum enthusiasts and collectors alike will have the opportunity to experience the mastery and passion that go into every expression of the Icónica series.
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The Spirit Business’ Article: Havana Club reimagines Icónica Collection
The image of the article is courtesy of Tunart on Canva
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