In the recently concluded most important commercial showcase for Panama, EXPOCOMER, agreements and letters of intent between the participating companies were signed. Many attended the event interested in placing their products or services in the country, either for national or as a gateway in Central America distribution. The Director of Export of Cuba Ron Corporation, Jorge Cardoso, told us some peculiarities of the product that had one of those successful negotiations, the light rum of Santiago de Cuba. It was able to record very good acceptance among the participants of the fair and is expected to soon be enjoyed by all Panamanians.
1. What are the results of the participation of Cuba Ron in EXPOCOMER?
Although in previous years an initial contract had not been achieved, this time an act according to concrete actions and dates that will be the end result the next day was signed.
2. What are the expectations about quantities and which brands are those that will begin to enter Panama?
The Santiago de Cuba and Cubay brands are going to open the market. Then we are going to enter with a new brand image of the other products. In Panama market there are many tourists, here buy many American countries and that can help a lot in promoting the products of Cuban portfolio. Signing this agreement gives us the opportunity to make Panama a distribution center and to take the product to Nicaragua, Salvador and Puerto Rico.
3. What countries in the region are most likely to negotiate in the short term?
Panama can make it, especially with the negotiations that are being managed. In the context of Latin American countries, a meeting to collaborate among all producers of rum to create a Latin brand will be held soon in Panama.
4. What makes "Ron Santiago de Cuba" different from all other rums?
First, the tradition of the origin of the city cradle of light rum. There the light rum was born, which many producers have nowadays. The taste of rum in Santiago de Cuba is unique and long-lived. It's like one of our Masters said: "It is the seed" it is the place where the rum we have today was born.
5. How has it been the acceptance of the public of Cuba Ron?
I am pleased, first because they have accepted products that I did not think they would. Those who are rum drinkers here like it in a classical way and to feel the aggressiveness that in some way is felt in the brandy. Many of the rum makers here produce rums with these characteristics. Not ours. When you smell a product, for example, the Cubay brand, you feel molasses, cane flavor, the green cane in that white, ours reflect many things. The Elixir 33 Cubay has been our dream, the Añejo Suave has been another explosion. Both have been a reflex that tells us what is sold better in the market. Although everyone has wanted and always wants to know if you can or cannot buy high-end, the Prestige range.
6. How has the company evolved? Cuba Ron since 1993, when Havana Club was founded, has been evolving, gaining territory as a leading brand.
Havana Club has been opening an important way to the promotion having culture by the hand, generating many consumers. What is needed to see is that not only Havana Club is a quality product, but also are other as Santiago de Cuba, Cubay and Perla del Norte.