The Cuba Rum Distributor closed 2018 with 65.4 million in total sales, which represents 138% of the 47.3 million expected, as specified in the executive summary of the entity.
To the positioning of the entity brands contributed the presentations of the Products Portfolio to the Cuban Bartenders Association, Sommeliers, Habanos-Sommeliers and the High Studies of Hospitality and Tourism School of Cuba (FORMATUR), among other clients, being North Pearl the leading brand in commented tasting activities.
Monthly promotions were held in crowded Havana night centers such as Miramar Music House, Havana Café at the Meliá Cohíba Hotel and ARTEX cultural centers such as "El Sauce" and the "Benny Moré" Pink Room.
The interest for the Cuban rum by the Habanos lovers was also promoted, promoting the brands and their pairings with cigars in prestigious events such as the XX International Habanos Festival, in Partagás Friends and the Habanos-Sommelier Training Course, among others.
Fairs and events of great impact also included Cuba Rum S.A. among its sponsors, for example the 33rd Edition of the Jazz Plaza Festival, the Salsa Festival, the International Farming Fair (FIAGROP), the Drum Festival, the Gibara Film Festival, the International Varadero Gourmet Festival, the Fire Festival (Santiago de Cuba), International Fair of Havana (FIHAV 2018) and the Jossone Varadero Jazz & Son Festival.
Of the amount sold in 2018, 32.4 million corresponded to the National Currency (200% compliance). On average, the behavior of Total Sales each month was 5.4 million pesos, and in the months of June and December there were significant overcoming due to sales in CUP to Special Customers.
The previous year it also participated in activities such as tours of important musicians, promoting Santiago de Cuba Rum in concerts in the neighborhoods of Havana like El Niño y La Verdad, as well as, they promoted the Cubay Rum in Alain Pérez and his group presentations and Giraldo Piloto and Klimax.
In addition, it was notable the presence of our brands in audiovisuals, such as the DVD "Huellas de Vitrola" (Zule Guerra, Cubay Rum), "De Vuelta al barrio" (El Niño y La Verdad, Santiago de Cuba Rum), "Ivette Cepeda" (North Pearl Rum) "Rodney Barreto" (Cubay Rum). Also in the video clips "Tres Días" (Alexander Abreu and Habana D Primera, Santiago de Cuba Rum 500th Anniversary), "La princesa de Cayo Hueso (El Niño and La Verdad, Santiago de Cuba Rum) and" Como la pone la Habana " (Telmary, Santiago de Cuba Rum).
In the Internal Market in Currency (IMC) sales amounted to 33.0 million CUC (49% of Total Sales) for a compliance of 111%, of which 20 million CUC of Heineken imported beer (for a 134% compliance of this segment), and 13 million CUC of the IMC without beer, this last indicator below the forecast (80%).
The Heineken brand has growing acceptance in the Cuban market and this is contributed by promotional activities such as in the Palmares chain stores, nightclubs of the Musical Editions and Recordings Company (Egrem) and Artex, as well as, in private bars.
To extend its recognition in the domestic market, the context of the UEFA Champions League was used and sales promotions were carried out. It also participated in trade fairs of chain stores such as Caracol (East Beach’s and Comodoro Hotel), at the Guanabo Trade Fair (Caracol and TRD), among others.
The Heineken brand was also linked in the sponsorship of the 12th Anniversary of the Havana Channel, in the VII Meeting of Cuban Harlistas, the Meeting of Suppliers of Artex and the Cayo Largo Cocktail Competition, the Cuerda Viva Festival, the Tournament of Cuba Golf, the 54th Egrem Anniversary, among other actions.
Heineken had a wide presence in festivals and major events with thousands of participants such as the Jazz Plaza Festival, the Salsa Festival, the Gibara Film Festival, the Ciudad del Mar Festival, the Jibacoa Summer Festival and the EYEIFE Electronic Music Festival and the Dance Festival in Cuba, among others.