One of the most recent measures imposed by the Trump administration to affect the Cuban economy is the prohibition to North Americans from importing Cuban rum into their country. However, the Havana Club brand does not stop, and chooses to continue growing, supported by its history and projecting to the future.
Sergio Valdes Dorta, Chief Marketing Officer of Havana Club International S.A., explained to the Agencia Cubana de Noticias that the new measures of the United States government cause the citizens of that country visiting Cuba or another of the more than 120 nations where the Havana Club rum is, will be able to taste this excellent product but will regret not having the opportunity to enjoy it at home.
When North American citizens visit Cuba, and have drinks with tourists of other nationalities and Cubans, in public and private places, Havana Club is everywhere. Even so, Duty Free sales in Cuba, including all travelers, do not exceed 10 percent of the total of the sales made in Cuba.
For this reason, although this limitation affects the brand, it is even more so for consumers, since there are many good quality rums in the world; but we can proudly say that Cuban rum is one of the best, highlighted Valdes Dorta.
The CMO said that, in conversations held with North American bartenders, they were impressed by the quality and diversity of the range of Havana Club rums and at the same time have yearned to have them in their bar, although even today because of the blockade the brand cannot trade their products in the United States. One day, the truth will reach the glass of the American consumer, he said.
Havana Club will continue the strategy that has placed it in third place as an international rum despite not being able to be present in the United States market, will consolidate its position in markets where it has already reached an important level and will continue to expand its presence in emerging markets.
The company will continue to enrich its traditional range with new offerings, and to expand its productive capacity in order to respond to growing demand.
To this end it possesses a legacy of quality preserved by the Masters of Cuban Rum, and the professionalism and passion of the wide local and international distribution network, as well as a new platform of international communication and interesting innovations, he said.
Valdes Dorta recalled that Cuba is the birthplace of the well-known Ron Ligero that has later spread to other countries, with a history of more than 150 years so rum is part of the island's culture.
The Havana Club trademark was registered in the United States in the 1970s by a Cuban company, the registration has been renewed and remains in full force until 2026, so it can be said that the only true Havana Club rum is Cuban and its trademark registration, even in the United States, belongs to the Caribbean country..