New recipe for Havana Club rum

By Lucy Britner

Published: 13 August, 2013

Cuban rum Havana Club has changed the recipe for its Havana Club Añejo Especial expression to create a "sweeter taste profile".

The new recipe, which has been developed by maestro ronero Asbel Morales, is said to have notes of vanilla and caramel with and "an underlying hint of tobacco, cinnamon and orange peel".

The rum remains at 40% abv "while providing a sweeter taste profile and a smooth drinking experience", according to a statement from brand co-owner Pernod Ricard.

The packaging has also been revamped to include a font with a handwritten style and an oak barrel effect on the label.

Morales said: "At the Havana Club distillery in Cuba, we are continuously working on developing new recipes that will appeal to a wide range of rum fans around the world. The new Havana Club Añejo Especial has a distinctive flavour profile due to the unique production process we have adopted, whereby the rum bases are aged in white, young oak barrels before being blended and aged for a second time ahead of bottling.

"The influence of the barrel ageing is evident in the flavour profile with notes of vanilla and caramel really coming to the fore, which makes it an ideal base for Cuban cocktails, particularly the Cuba Libre."

Nick Blacknell, international marketing director for Havana Club International, said: "Our maestros roneros have produced not only what we believe is the best rum for classics such as the Cuba Libre, but also an expression that can attract whisky drinkers looking for equally good, yet more exciting, alternatives to their usual brand.

"With this new formulation and premium look, we are confident that Havana Club Añejo Especial will satisfy demand from sociable young adults seeking a naturally sweeter taste profile, but for whom authenticity and high quality are equally important purchasing cues."

The new Havana Club Añejo Especial will launch in Germany in September 2013, priced at €15 before rolling out globally over the coming year. The launch will be supported by a marketing campaign.

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