Collection: Havana Club

Joint Venture and Distribution – The International Success of Havana Club

A key factor in Havana Club’s global success is the joint venture between the Cuban export organisation Cubaexport and the French spirits group Pernod Ricard, which was established in 1993. This strategic partnership enabled the professional international distribution and global brand positioning of Havana Club outside the US.

Through targeted marketing, the expansion of international distribution structures and investment in quality and brand image, Havana Club has been able to continuously increase its sales worldwide. Today, Havana Club is one of the best-selling rum brands in the world outside the US market. The joint venture thus serves as a prime example of successful cooperation between a state-owned producer and a globally active private company – with a lasting influence on the global rum landscape.

Economic and geopolitical barriers for Havana Club

The US embargo against Cuba, in place since the 1960s, has had a profound impact on the international marketing of Havana Club rum. Due to these political restrictions, the Cuban Havana Club cannot be sold in the United States, which closes off one of the world’s largest markets to the joint venture between Cubaexport and Pernod Ricard – resulting in significant financial losses.

Bacardi has capitalised on this situation by marketing its own version of the rum, produced in Puerto Rico, under the name ‘Havana Club’ in the US – backed by a controversial trademark registration. The case highlights the complex interplay between international trademark law, geopolitical conflicts and economic interests. The impact of the US Embargo thus remains a key obstacle to the global expansion of the Havana Club brand.

Popularity among connoisseurs and enthusiasts

The popularity of Havana Club rum is growing steadily, both among professional bartenders and private connoisseurs. Its unique flavours and outstanding quality make Havana Club rum a preferred choice for special occasions and everyday enjoyment. The rum is available in many renowned bars and restaurants worldwide and is highly regarded by connoisseurs.

Traditional methods and 100% natural ingredients

Havana Club rum is made from 100% natural sugar cane juice grown in the fertile soils of Cuba. It is cultivated without the use of pesticides or artificial fertilisers to ensure the highest quality. Distillation is carried out using traditional methods to preserve the flavours as much as possible.

Sustainable production

Havana Club places great emphasis on sustainability. The distillery operates in an energy-efficient manner and uses renewable energy. Furthermore, no additives such as sugar or colourings are used to preserve the purity of the product.

Strict quality controls

Havana Club rum is subject to strict quality controls to ensure that every bottle meets the highest standards. From the selection of the sugar cane to the final bottling, every step is carefully monitored to guarantee consistently high quality.

Havana Club Añejo 3 Años

Havana Club Añejo 3 Años is a mild, slightly sweet rum with notes of vanilla and caramel. It is perfect for classic Cuban cocktails such as the Mojito or Daiquiri. This rum is made from the finest sugar cane juice and aged in oak barrels.

Havana Club Añejo 7 Años

Havana Club Añejo 7 Años is an exclusive premium variant that has been aged for over seven years. This version offers a particularly deep and rich aroma with notes of cocoa, vanilla and spices, ideal for enjoying neat.

Havana Club Selección de Maestros

Havana Club Selección de Maestros is a rum of exceptional quality, matured in a special selection of oak casks. This variant offers an intense flavour profile with notes of chocolate, caramel and spices.

Havana Club Máximo Extra Añejo

Havana Club Máximo Extra Añejo is the pinnacle of Havana Club rums. This extremely rare and exclusive variant offers an incomparable aroma with notes of vanilla, cocoa and ripe fruit.

The origins of Havana Club rum – a Cuban heritage since 1934

The history of Havana Club Rum began in Cuba in 1934, when the brand was founded by entrepreneur José Arechabala. From the very beginning, Havana Club became a symbol of authentic Cuban rum, combining quality, tradition and national identity. The rum was appreciated not only on the island but also internationally for its balance and aromatic depth.

Following the Cuban Revolution, the brand came under state ownership and is now distributed by Corporación Cuba Ron in partnership with Pernod Ricard. Havana Club continues to embody Cuba’s rich cultural and artisanal rum tradition – with a range spanning from young, vibrant rums to matured premium bottlings. The brand’s origins remain the foundation of its global success to this day.

The philosophy behind the brand

Havana Club Rum embraces a philosophy of authenticity and tradition. The brand places great emphasis on the use of high-quality, natural ingredients and meticulous production. Every step, from the selection of raw materials to bottling, is carried out with the utmost care to ensure a product of the highest quality.

Havana Club between politics, law and global trademark law

A significant part of Havana Club’s history is the long-standing and complex trademark dispute between Bacardi and Pernod Ricard. Following the Cuban Revolution, the company Arechabala, the original founder of Havana Club, was expropriated. Whilst Pernod Ricard, in conjunction with the Cuban government, distributes the brand worldwide (with the exception of the USA), Bacardi claims to have acquired the legitimate trademark rights through the original US registration.

The conflict came to a head particularly in the US, where Pernod Ricard was unable to utilise the trademark rights due to the trade embargo. Bacardi launched its own rum on the US market under the name ‘Havana Club’, leading to protracted legal and political disputes. This trademark dispute highlights the far-reaching consequences of political changes for businesses and international trade – and is a unique case in the world of spirits marketing.

Havana Club 3 Años Mojito

• 50 ml Havana Club Añejo 3 Años
• 1 lime
• 2 teaspoons of sugar
• Fresh mint leaves
• Sodawasser
• Ice cubes

Havana Club 7 Años Old Fashioned

• 50 ml Havana Club Añejo 7 Años
• 1 sugar cube
• 2–3 dashes of Angostura bitters
• Ice cubes
• Orange zest for garnish

Havana Club Selección de Maestros Negroni

• 30 ml Havana Club Selección de Maestros
• 30 ml red vermouth
• 30 ml Campari
• Ice cubes
• Orange zest for garnish

Havana Club Máximo Añejo Sazerac

• 50 ml Havana Club Máximo Extra Añejo
• 1 sugar cube
• 2 dashes of Peychaud’s Bitters
• Ice cubes
• Lemon zest for garnish