Premium expansion Havana Club is a world leading premium rum brand with distribution in over 125 countries, presenting a strong opportunity for premium and super-premium rum or cocktail ingredient partnerships in new markets and high-end on-trade channels.

Strategic brand leverage As a Pernod Ricard-priority brand with a long-standing global network, there is potential to leverage Pernod Ricard's distribution in targeted regions for co-branded promotions, limited editions, or cross-category collaborations to accelerate sell-in and stimulus.

Recent leadership transition Executive changes in 2025 open opportunities to engage the new leadership on strategic initiatives, regional rollouts, and partnerships, aligning messaging with a refreshed growth agenda and potential accelerated decision cycles.

Sustainability story Active participation in environment and development events and emphasis on heritage crafts provide a platform for sustainability-focused partnerships, eco-friendly packaging ventures, and trade-outreach programs appealing to responsible retailers and consumers.

Diversified collaboration Recent collaborations with fashion designers and participation in major fairs indicate openness to experiential activations, limited editions, and cross-industry partnerships that can unlock impulse purchases, visibility in premium retail spaces, and regional festival promotions.