Pernod Ricard unveils Havana Club gold bottle
A limited edition gold bottle of Havana Club 7 Años has been released by Pernod Ricard just in time for the festive season.
Speaking to the drinks business about the new gold packaging, Havana Club brand director Ludmilla Stephkov said: “Our mission at Havana Club is to encapsulate the true spirit of Cuba in every bottle we create. The latest limited edition of our iconic Havana Club 7 Años truly represents a unique fusion of tradition and innovation – highlighting the elegance, artistry, and sophistication that define not just the exceptional quality of our rums, but also the world of high fashion.”
The bottle, which features a textured label with metallic hues, incorporates an augmented reality (AR) experience to take drinkers on a voyage to the heart of Havana. Drinkers can follow the link from the Havana Club Instagram account to be transported to cultural landmarks connected to the rum brand.
Pernod Ricard has also created a limited run of Havana Club advent calendars to house the bottle alongside 24 chocolates from chocolatier les Copains de Bastien complete with a scannable QR code to access the AR experience.
Additionally, to support the launch, the rum brand has partnered with fashion photography icon Yulia Shadrinsky to bring the design to life with a collection of images. Celebrated for her backstage photography and luxury campaigns, with the likes of Burberry and Rick Owens, Shadrinsky has blended fashion with Havana Club 7 Años, giving the rum brand a high end fashion appeal and designer edge to it.
Stephkov told db: “In the dynamic world of spirits, the super-premium rum category is having a real moment, fuelled by a savvy audience in pursuit of elevated moments in their everyday lives, and this extraordinary launch is a testament to that. A perfect gift or a prized addition to any collection, every detail reflects a clear demand for unique offerings that embody our commitment to craft and refinement.”