Premium Global Reach Havana Club is a world leading premium rum brand exported to more than 125 countries, presenting a broad international sales opportunity across diverse markets and distributor networks.

Strategic Partnerships The brand sits within a Pernod Ricard collaboration, leveraging a powerful distribution network and a history of joint ventures with Cuba Ron S.A., enabling accelerated entry and shelf presence in new markets.

Growing Premiumisation FY25 value growth driven by premiumisation across the portfolio signals ongoing demand for higher-margin expressions such as aged rums, presenting upsell opportunities to affluent consumer segments and on-trade channels.

New Product Events Recent limited editions and designer collaborations (for example Añejo 7 Años with Martine Rose) create marketing hooks and seasonal demand spikes that can be leveraged for limited releases, co-branding, and experiential campaigns.

Strong Brand Momentum Recent leadership changes and proactive participation in industry events indicate a refreshed go-to-market approach and opportunities to pitch enhanced trade terms, exclusive listings, and joint marketing programs with key retailers and distributors.