Taken from Cubapaladar
Cuba Ron distillates are increasingly positioned in the preference of Cubans and foreign people arriving on the island. During these months of confinement, Cuba Ron also developed initiatives inland with very good results. To learn a little more about its future goals, strategies and projections, we talked to Mario Rios, Director of Marketing and Communication.
What market strategies does Cuba Ron have for 2021?
The Cuba Ron S.A. Corporation, founded on November 8, 1993 and recently celebrating its 27th anniversary, has a broad portfolio of spirit products destined for the national and international market, which since the creation of the corporation have been recognized for their quality and authenticity, given the history they treasure as traditional drinks, with dissimilar recognitions that guarantee it, example of this the declaratory of the Knowledge of the Masters of Cuban Rum as Cultural Heritage of the Nation as well as the manufacturing spaces in which the transition arises.
The current scenario, in the face of Covid-19, caused a contraction of the world's spirits market by restrictions imposed in order to curb the pandemic; this forced us to reinvent ourselves, to look for alternative and time-adjusted means that are effective and where our industry could be inserted. Therefore, we begin with the development of hydro-alcoholic and sanitary solutions for the hygiene of surfaces and hands; although production volumes are still discrete, they have gained the acceptance of our customers and increased orders for these much-needed products mainly in the tourism sector. Following this pattern, the corporation's market strategies planned for 2021 are aimed at continuing the actions already undertaken in 2020 and the diversification of productions, where new products are achieved and inserted into the portfolio, as well as a constant search for solutions for the presentation and packaging of some assortments. We continued harnessing the substitution of imports by national productions that fulfill the quality requirements, besides to foment the development of projects of foreign investment.
How do you develop your brands in the national production and distribution network?
The Corporation develops the distribution of its brands in Cuba through the Distribuidora Cuba Ron (DCR), created with the aim of guaranteeing the representation of each of our brands in the national market. Currently it has defined its Commercial Structure according to the origin of its productions as follows:
- Rums Santiago of Cuba, Cubay, Perla del Norte, Isla del Tesoro, Santa Cruz del Norte, Sao Can, Giraldilla
- Liqueurs: Cubay (grenadine, coconut, coffee, pineapple, banana, curacao, triple sec, cocoa, anise, mint and marraschino)
- Other Spirits: Elixir Cubay 33.
- Wines Soroa
- Imported Products Beers
What were once 2 brands of Rums (Santiago de Cuba and Cubay), with only 5 and 3 assortments respectively, has become a wide range of smells, flavors, formats and prices depending on the demands of the market. Also grew the assortments of Cubay Liquors that of 9 were added 3 more and today continues their creation, taking into account the new trends of the consumption of cocktails. The category "Other Spirits" has also been developed and accepted favorably in the market; like Mesa Soroa Wines that complement the Cuban board. In the face of market challenges and demands, we have also taken on the distribution of imported beers. According to its workforce, its Commercial Structure responds to the attention of the entire CUBA market with 7 Distributor Agencies, 2 of them located in Havana, 1 in Matanzas, 1 in Villa Clara, 1 in Ciego de Avila, 1 in Holguin and 1 in Santiago de Cuba. The diversity of its customers and the products that the DCR markets enable the expansion of its brands and their recognition in the nation.
When will it be and what topics will the next Light Rum Festival address?
The 3rd edition of the Rum Festival, organized between the Cuba Ron S.A. Corporation and the Ministry of Tourism (MINTUR), was to be held from June 11 to 13, 2020 at the Plaza América fairgrounds in Varadero, Matanzas, but had to be postponed by the measures before the Covid-19. It will be held in the first fortnight of June 2021 and Russia will be maintained as a guest country, and will be attended by some of the industry professionals, producers and distributors both national and international, with the same dynamics as previous editions. This event is the conducive space to imbricate production, marketing and tradition around the rum culture that characterizes the Caribbean region. During the festival, Cuba will be the ideal space to know the characteristics of Cuban Light Rum, its trends and new products, to visit production facilities, master class, pairings, tastings, cocktails in classic style and flair, show cooking with rums, audiovisuals and concerts, as well as meetings with Cuban Rum Masters and international experts.
Here, on our island, where Light Rum was born for Cuba and for the world, the highlight of the category will converge to discover the origin of our rum and the productive regions of national distillates..