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From Columbus to Cuba Libre: A Short History of Cuban RumFor centuries, Cuba has been at the heart of rum-making by virtue of the world-famous sugarcane that Christopher Columbus introduced in 1493, the favourable Caribbean climate, fertile soil and, most importantly the expertise of the Cuban Maestro Roneros (Master Blenders).

The earliest rums were made by locals, sailors and swashbucklers who fermented Cuba’s exceptional sugarcane into ‘tafia’. By the turn of the 19th century, Pedro Diago, now known as the father of Cuban rum, had refined the process with the introduction of copper stills and the development of the first ageing methods, whereby the ‘aguardientes’ were aged in pots buried in the earth.

The 19th century saw the production of lighter and more sophisticated styles of rum, known as “Ron Superior”. El Ron Superior is the basis of today’s Cuban rum: light, smooth, delicate, crisp and exceptional served straight or in cocktails. By 1860, the popularity of Ron Superior was such that there were more than 1,000 distilleries in Cuba.

With the arrival of Prohibition in the US in 1920, hoardes of Americans flocked to cocktail heaven – Cuba. Mojitos, Daiquirís, El Presidentes and Cuba Libres turned Havana into America’s local bar and El Floridita, Hotel Nacional and Sloppy Joe’s hosted masses of intellectuals, celebrities and politicians. The repeal of prohibition did not end the revelry; visitors came for the casinos, nightclubs and the vivacious spirit of the Cuban people. The fame of Cuban rum was spreading fast, and with it, export increased.

Today, Havana Club perpetuates this success while retaining the defining traditions of Cuban rum making.

A Cuban Rum- A Global Success Havana Club traces its roots back to Cuba in 1878 when José Arechabala founded the La Viscaya Distillery in Cardenas, on the Northern coast of the island. The company José Arechabala S.A. (JASA) produced a ‘Ron Viejo Superior’ which would later be developed into a very special brand called Havana Club.

Rum production was only a minor part of JASA’s business and by the late 50s, his business was suffering. After the Cuban revolution of 1959, the Cuban government launched a new logo and made it a priority brand for domestic and export markets, building a new high-capacity distillery in Santa Cruz del Norte. While the trademark was registered in more than 80 countries including Spain and the USA, Havana Club’s main export market was the eastern bloc countries until the collapse of the Soviet Union in the early 1990s.

In 1993, Havana Club International S.A. was established – a joint venture between Cuba Ron S.A and Pernod Ricard which set out to develop Havana Club internationally via Pernod Ricard’s strong distribution network. Since 1994, Havana Club has been a priority brand for Pernod Ricard, and today it is one of the company’s 14 key brands. The company is managed between Pernod Ricard and Cuba Ron and has over 500 employees in Cuba.

Thanks to the unique expertise of Havana Club’s Maestros Roneros and their transmission of tradition and know-how, the business has kept alive the Cuban art of distilling, ageing and blending premium rums. In 2007, Havana Club inaugurated a new rum distillery in San José de Las Lajas which specialises in dark aged rums.

Havana Club is exported to more than 120 countries around the world, excluding the US, where Cuban products are banned under the trade embargo. Cuba represents one third of the company’s sales while Havana Club’s main export markets are in the European and American continents, including Germany, Italy, France, Spain, the UK, Chile and Canada.

Havana Club is one of the fastest growing spirit brands in the world, and has enjoyedan impressive 20 year period of strongdouble digit compound annual growth(Source: Pernod Ricard, 1993-2013). In 2014,Havana Club sold close to 50 million bottles (4 million cases) and ranked 21st in the Impact Top 100. It is the No 3 international rum brand in the world outside the US and the worldwide leader in super premium and above rums.

Havana Club’s dynamism has been widely recognised by the trade press over the years and most recently, this was demonstrated when the brand took the No 1 position in IWSR Magazine’s annual Elite Brand list for 2012, after being in the top five for several years.

Havana Club shares an emblem with the city of Havana, Cuba, the Giraldilla.

The Giraldilla statue – a favourite symbol of Havana – honours Doña Inés de Bobadilla, Cuba’s lone woman governor, who replaced her husband, Hernando de Soto, when he left to conquer Florida and explore much of North America. He died in 1542, but Doña Inés spent years watching out for him to return.

Añejamiento: Respecting the tradition of ageing

“ Watching over my rum as it ages is, for me, as intense as a religious experience. An ageing cellar is like a cathedral of fragrances, a temple of aromas, which I enter with an infinite respect and devotion.” Don José Navarro, Primer Maestro Ronero

The art of ageing or añejamiento is the essential element of Havana Club’s rum-making and is carefully carried out according to the Cuban tradition of successive ageing and blending.

Cuba’s sugarcane forms the basic raw material at the heart of Havana Club rum. Guarapo – the juice from the sugarcane – is boiled until it crystallises. The remaining thick, rich, sweet substances are known as molasses or mieles (honeys) in Cuba, which are then fermented with yeast and the purest of water to become batición. This mixture is then distilled to produce the clear and fiery aguardientes - the true soul of Havana Club rum.

The aguardientes go through a number of stages of ageing and blending to create ron fresco (young rum). This young rum is then successively aged and blended again until

the Maestro Ronero decides it is of the highest quality. This last act of blending is called the toque, the final touch.

All Havana Club rums are aged in American white oak barrels that once aged whiskies. The choice of barrels is crucial: the wood gives colour, aroma and complexity to the liquid. Young barrels are selected for their tannic properties and old barrels will allow the rum to breathe.

All rums in the Havana Club range are aged, hence their name Añejo (aged), from young pale rums to aged and extra-aged rums: Añejo Blanco, Añejo 3 Años, Añejo Especial, Añejo Reserva, Añejo 7 Años, Selección de Maestros, Añejo 15 Años and Máximo Extra Añejo. Their age statement indicates the youngest rum in the bottle.

Havana Club’s six Maestros Roneros are the guardians of the well-kept secrets of the Cuban art of ‘añejamiento’, the distinctive characteristic exclusive to Havana Club rum.

Under the leadership of Don José Navarro, the team works together to create an exceptional tasting rum of outstanding quality that lives up to the Havana Club name.

Using their combined knowledge and remarkable passion, they carefully monitor every stage of the distillation and blending process.

The Maestros Roneros are trained for at least 15 years before being appointed. They respect the quality of the ingredients, learn the noblest traditions from their forefathers and generously leave their own creations to age, so that future generations can enjoy the fruits of their labour.

Trained by Don José Navarro, the Maestro Ronero Asbel Morales heads up distillation and blending of rums at the San José distillery, which specialises in dark aged rums.

Juan Carlos González, recently appointed Primer Maestro Ronero, oversees production of white rums at the Santa Cruz del Norte distillery.

“The rum doesn’t come from a magical combination. It is a cultural legacy, passed on from Maestro Ronero to Maestro Ronero, from heart to heart, from Cuban to Cuban.” Don José Navarro, Primer Maestro Ronero

The Maestro Ronero’s Art

Havana Club Rum: the taste of Cuba

“ From white to dark aged, Havana Club rums are very diverse, but they all share the same consistent qualities: complexity, smoothness and intensity. Each passing year I realise with greater certainty that Havana Club is the taste of Cuba, that it is the historic continuity of the original Cuban rum, and that it has its homeland.” Don José Navarro, Primer Maestro Ronero

Each rum in Havana Club’s comprehensive range is put through a distinctive ageing process known as añejamiento. From white to dark, all Havana Club rums have been aged to at least the stated age; Havana Club Añejo 7 years only contains rums that have aged for a minimum of 7 years up to those that have aged up to 14 years.

The quality of Havana Club rums has been recognised by many of the world’s most international spirits competitions, including the Chicago Beverage Testing Institute, the San Francisco World Spirits Competition, the International Wine and Spirit Competition, the International Spirits Challenge, the Ministry of Rum and The Rum Masters.

A Rich Bartending Heritage

From the start of the 20th century, the Cuban capital gave birth to a raft of cocktail greats including the Mojito, Cuba Libre, Daiquirí, Canchánchara, El Presidente and Mulata.

A true bartender’s capital, Havana’s cocktail history dates back over 90 years, when bartenders from all over the world travelled to the island to learn from native Cuban cantineros and work in bars and hotels of the city. A unique style of cocktail-making was born and in 1924, the Club de Cantineros (Cuban Bartenders Association) was founded.

Havana bars quickly gained notoriety across the world: El Floridita became known as the ‘Cradle of the Daiquirí’ and Bodeguita del Medio gained fame as the destination for authentic Cuban Mojitos. Numerous celebrities including Ernest Hemingway, Errol Flynn and Greta Garbo became regulars at these famous venues, contributing to Havana’s fame.

Havana Club rum has its roots firmly established in the famous cocktail-making city of Havana.

mojito

A version of the Mojito first appeared at the beginning of the 20th century before being made popular by La Bodeguita del Medio in the 1950’s. Since then, the Mojito has gone on to become the most popular cocktail in the world. Bartenders and connoisseurs all around the world believe there is no better rum for an authentic Cuban cocktail, so Havana Club has become a firm favourite for preparing mojitos worldwide.

Havana Club 3 Años is the ideal rum for making Mojitos because its 3 year ageing enables aromas of flower, sugarcane, herbs and citrus to develop and enhances its mixability in cocktails, particularly in mojitos. It is used by the cantineros in Cuba’s most famous bars - Bodeguita Del Medio and Floridita.

Havana Club is taking the true taste of contemporary Havana and its authentic cocktail to cities around the world with

their ‘Mojito Embassy’ – a pop-up bar where consumers can learn how to make the perfect authentic Cuban mojito, using fresh, natural ingredients and Havana Club 3 Años rum.

Centred around a contemporary Cuban marketplace, the Embassy’s ‘Mojito Market’ forms the heart of each bar, encouraging guests to gather their own fresh Mojito ingredients from custom-designed street trolleys piled high with mint and lime. After stocking up on ingredients, a team of skilled bartenders guides guests through the art of making the perfect Cuban Mojito.

Driven by Havana Club’s mission to ‘Havanise the world’, the successful initiative has been travelling throughout Europe since its launch in May 2012, bringing a taste of the authentic Cuban Mojito to consumers around the continent.

For further information visit: www.havana-mojito.com

A classic Cuban cocktail deserves a Cuban rum

DO EVERYTHING FROM THE HEARTIn 2015, Havana Club is releasing a new advertising campaign entitled ‘You just know when it’s from the heart’, which seeks to bring the brand’s values to life to consumers around the world.

The new creative builds on ‘Nothing Compares to Havana’, which launched in 2011 to communicate the deep seated link between Havana Club and its home, Cuba. ‘You just know when it’s from the heart’ has evolved to communicate Havana Club’s core values of creativity, passion and camaraderie.

Illustrating the love of music and dance, the authenticity of the brand’s range of rums and Cuba’s cocktail making culture, the campaign endeavours to raise awareness of the spirit of Cuba and Havana Club.

“We’re very excited about launching this new global campaign,” says Nick Blacknell, Marketing Director for Havana Club International. “The people of Havana are known for giving everything they’ve got and always acting with passion and commitment, whether living life or making rum. ‘You just know when it’s from the heart’ sums up this distinctive attitude. It gives a special flavour to everything – in particular our rum!”

Havana Club Museum of RumThe Havana Club Museum of Rum offers visitors a chance to experience the rum-making process first hand, as well as an insight into the origins of Cuba’s most popular spirit.

Situated in the historic UNESCO-protected district of Old Havana the museum is housed in a renovated 18th-century colonial townhouse. Through guided tours, guests can experience every step of Havana Club’s production process, walking across the sugarcane gallery and exploring a reconstructed traditional distillery with an ageing cellar.

In the fermentation and distilling rooms wooden casks, copper distillation columns and pipes further demonstrate the production process. The tour concludes at the tasting room’s immense wooden bar, which is reminiscent of the drinking establishments that made Havana famous in the 1930s.

The Museum, which also includes a bar, a shop with the whole Havana Club range and an art gallery, has welcomed more than 1.5 million visitors since it opened in 2000.

Founded by Havana Club International S.A., HavanaCultura is a global platform for the promotion of Cuban creativity in all its forms. Embracing music, literature, film, design, architecture, visual andperforming arts, Havana Cultura is brought to life through a multimedia website as well as cultural projects and events around the world.

François Renié, Communication and BSR Director at Havana Club International, explains: “At Havana Club, we are proud of our Cuban roots and culture, and believe that it is essential to support our artists by promoting their work internationally. Contemporary Cuban culture is extremely vibrant, whether it’s Cuban music, visual or performing arts, cinema or literature – it all adds magic to our brand and flavour to our rum.”

©Fabrice Bourgelle

AppendixThe Havana Club Range

Cocktails

Havana Cultura

Havana Club 3 años is aged for three years in the warm and humid Cuban climate, where it receives the loving care of our maestros roneros. That’s how it develops the aromas that make it perfect for the Mojito, the most famous Cuban cocktail, and gives it its unmistakeable Cuban flavour.

Tasting NotesHavana Club 3 años’ light straw colour demonstrates that this rum is more than just a spirit. The three year ageing process imparts a taste of the Cuban atmosphere and its aromas; notes of vanilla, caramelised pear, banana and hints of smoked oak on the nose, and smoky chocolate and vanilla on the palate. These authentic flavours are a perfect match to the freshness of mint, sugar and lime: everything you need for an authentic Cuban Mojito.

The taste of a perfectly balanced, refreshing Mojito made with Havana Club 3 años will ‘transport’ you to the streets of Havana.

“ It’s difficult to imagine another white rum would exist with the same strength and complexity of aroma and flavour as Havana Club 3 años”

Havana Club 3 Años

Made for MojitosHavana Club 3 años is the only rum that will give your Mojito an authentic Cuban taste

Juan Carlos Gonzalez,Primer Maestro Ronero

For unforgettable moments with your friends, Havana Club Añejo Especial is a unique and different premium golden rum: it has been finished in specially hand-selected barrels before final blending. The use of young white oak barrels in the ‘second finish’ creates a unique taste profile with notes of vanilla, caramel, and a hint of oak.

Tasting NotesDo you want to discover the unique taste of double ageing in Cuba? Havana Club Añejo Especial’s golden colour matches its rich and round taste. Double aged in young oak barrels, the nose offers woodiness and spice, orange, and floral notes that develop into round, creamy notes of vanilla, caramel, hints of tobacco, and cinnamon.The expression is perfect for the authentic Cuba Libre, as served in Havana: Havana Club Añejo Especial, cola, ice, lime juice and plenty of good friends.

“ whispers the hidden secrets of premium dark aged rums.”

Havana ClubAñejo Especial

AGEING MAKES OUR RUM SMOOTH, DOUBLE AGEING MAKES IT ESPECIALHavana Club Añejo Especial is double aged in young, white oak barrels to create the perfect rum for an authentic Cuba Libre

Asbel Morales, Maestro Ronero

Havana Club Añejo 7 Años was brought to the world by legendary Cuban Maestro Ronero Don Jose Navarro. It was customary for the Cuban Maestros to drink extra-aged rums at the distillery but it was Don Jose Navarro who decided to share this style of rum with the rest of the world. Some rums are made to be mixed, but this style was crafted to be savoured neat.

Putting to good use the tradition and skills that previous generations of Maestros handed down to him, Navarro aged and blended his rums numerous times to create a complex spirit with a wealth of flavours that remains incredibly approachable when enjoyed neat.

The minimum age of all of the rums blended together to craft this rum is seven years, but the expression contains rare, super-premium rums up to 14 years old. The individual barrels are blended together by the Maestro, using a unique technique in the world of rum.

Tasting NotesSo what does Havana Club Añejo 7 Años taste like? Just like a fine wine, it is the taste of the Cuban terroir that comes through, from the world-famous Cuban tobacco, to the rich and sweet fruits of a Cuban garden, to spices and vanilla from the long ageing. You can even taste the raw material used to make the rum: Cuban sugarcane. Coat the sides of the glass with the rum, then shake it off to discard the last drops, leave it to dry and then, after 20 minutes, smell. Only a great rum delivers aromas in a glass for such a long time.

“The very essence of aged Cuban rum which I am most proud of”

Don José Navarro, Primer Maestro Ronero

Havana Club Añejo 7 Años

The Original Cuban Sipping RumHavana Club Añejo 7 Años was the first extra-aged Cuban rum that showed the world that rum could be enjoyed neat

BRINGING CUBAN FLAVOURS TO THE FORE WITH THE ESSENCE OF CUBAIn 2014, Havana Club linked up with award-winning company The Bitter Truth to create Essence of Cuba, a new range of drinks flavourings inspired by Havana Club Añejo 7 Años, providing bartenders and cocktail enthusiasts around the world with a completely new way to serve and enjoy the rum widely regarded as the epitome of Cuban rum-making excellence.

The Essence of Cuba range includes four flavourings - Island Fruit, Aromatic Leaf, Coffee and Honey - all of which are designed to highlight the natural flavours and aromas of Havana Club Añejo 7 Años, the first Cuban rum crafted specifically to be sipped.

Each Essence of Cuba flavouring is crafted using a combination of traditional and modern production techniques to enhance the aromas and tastes naturally found in Havana Club Añejo 7 Años. The range is made exclusively from natural ingredients through a slow maceration process with Havana Club Añejo 7 Años as the base and additional aromas of herbs, spices, roots and barks. Single flavour extractions are also taken from roasted coffee beans, honey, tropical fruits and a selection of fermented leaves respectively to create the four different flavour variants.

The recommended serve involves adding three dashes of The Essence of Cuba to 40ml of Havana Club Añejo 7 Años and ice, to create a drink that is complex in flavour, yet straightforward to make. The Essence of Cuba adds a playful element to the experience of drinking classic super premium spirits, allowing bartenders to experiment with the flavours of Havana Club Añejo 7 Años in their signature serves and cocktails.

Distributed to key customers and bartenders exclusively by Pernod Ricard’s salesforce worldwide, the flavourings have been developed especially for Havana Club by The Bitter Truth, which was founded by accomplished bartenders Stephan Berg and Alexander Hauck in 2006.

THE HAVANA CLUB ICÓNICA COLLECTION AN ICONIC COLLECTION OF RUMSHavana Club is celebrating the genuine tradition and heritage of Cuban rum with the Havana Club Icónica Collection: a range of game-changing prestige rums to rival the best luxury spirits in the market.

The collection showcases the high quality of Cuban rums, which can be enjoyed sipped and savoured either neat or on the rocks. Select products from the collection are already available in key markets across the globe and includes four exceptional extra-aged rums, each with its own very distinctive character: Havana Club Selección de Maestros, Havana Club Añejo 15 Años, Havana Club Unión and Havana Club Máximo Extra Añejo. All the rums in this luxury range are a delicate and inimitable expression of the art of rum making:

✔ Each is created by blending the finest reserves of aged rums before letting the spirit slowly balance in the legendary cellars of Havana Club.

✔ The crafting process is conducted under the expert hands of the Maestros Roneros, who each spend at least fifteen years training to learn the complex art of rum making - the process of distilling, ageing and blending premium rums, which is passed down through the generations of Maestros Roneros.

✔ All the rums carry the Havana Club name, which is synonymous with devotion to Cuban culture and a guarantee of the brand’s commitment to the genuine tradition and the highest quality of Cuban rum production.

Primer Maestro Ronero, Don José Navarro, said: “The Maestros Roneros and I are incredibly proud of the Havana Club Icónica Collection. Together we have dedicated a huge amount of time and energy to ensure that each product in the range is a true testament to the tradition of the Maestros Roneros. With richly complex and distinctive flavours, each of the expressions is a manifestation of our devoted work and a reflection of our Cuban heritage.”

“Selección de Maestros” is a triple barrel aged rum, the result of a unique process of elaboration.First, the Maestros Roneros gather and select the finest and most exceptional aged rums.After blending, these rums are matured further in barrels that have been carefully selected for the aromatic properties of their wood, so that the liquid can develop its character and intensity.Finally, the Maestros Roneros meet for a second time to select the rums that have perfectly matured. They will create the final blend, which is bottled straight from the barrel at 45% ABV.

Tasting NOTESSelección de Maestros is distinguished by a warm amber hue and a deep red glow. On the nose, toasted pecan and spice showcase the wood ageing. In the mouth, a round start leads to a complex, flavourful, full-bodied palate of cocoa, coffee, sweet tobacco and brown spices. A pleasant smoky oak and spice finish combined with candied fruits give the taste experience a remarkable balance.

“Smooth on the palate, pleasant, and aromatic, it offers an exotic journey through a world of tastes” The Maestros Roneros

“ All our Havana Club rums come to life from the hands of a Maestro Ronero, but Selección de Maestros is crafted by all the Maestros Roneros collaborating with Havana Club” Don José Navarro, Primer Maestro Ronero

Havana Club Selección de MaestrosTriple Barrel Aged rumHavana Club Selección de Maestros represents the ultimate expression of the extraordinary collaboration between the members of the Guild of Maestros Roneros, led by the talented Don Jose Navarro

AwardsThe unique finishing process of Selección de Maestros gives the rum its unrivalled aromatic bouquet and an exceptional smoothness. These qualities have been rewarded by some of the world’s most influential spirits competitions for many years, and again in 2013 and 2014.

Havana Club Añejo 15 Años

Havana Club Añejo 15 años is produced in very limited quantities - just 58 barrels a year - through a process of blending and re-ageing hand-selected rums and aguardientes in oak barrels. The name ‘Añejo 15 años’ indicates the final blend contains rare rums that have been aged for at least 15 years. This unique ageing process helps develop truly distinctive aromas and flavours and gives the extra smoothness that is the hallmark of a top quality rum.

Tasting NOTESWith its distinctive character and elegance, Havana Club Añejo 15 años is a bright and full-bodied liquid, with a rich, mahogany colour. Dried fruits, prunes, and raisin aromas stand out with some oak notes. In the mouth, a cascade of well-integrated flavours of sweet fruit, chocolate, coffee, tobacco and spices create a smooth texture. The finish, which is long and complex, with notes of vanilla and cocoa brings to life the long and natural ageing process of Añejo 15 años.

AwardsHavana Club Añejo 15 Años has received many awards over the years, which underline its quality. In 2012, the International Spirits Challenge, one of the most respected and influential spirits competitions in the world with over 70 countries participating, rewarded it with a Trophy.

“ Añejo 15 años has the brightest elements of Cuban rum: an exceptionally long and quality ageing process that results in a luxurious, smooth mouth-feel, with incomparable softness of tannins and a very fruity aroma”Don José Navarro, Primer Maestro Ronero

A rare and limited release of an extra-aged rumHavana Club Añejo 15 años is a limited edition for passionate connoisseurs who know how to appreciate a rare and luxurious Cuban rum

A LAUNCH SEES CUBAN RUM PAIRED WITH CUBAN CIGARS IN WORLD FIRST’'

Launched globally in 2015, Havana Club Unión is a prestige rum created to match another renowned Cuban luxury – Cohiba cigars.

Havana Club Unión is the product of a close collaboration between Havana Club’s Maestro Ronero, Asbel Morales, and Cuba’s most renowned Cigar sommelier, Fernando Fernández. Together they have crafted the perfect blend of Cuban heritage, tradition and know-how. Asbel Morales has been inspired by the process of how tobacco leaves are aged, blended and matured, to create Havana Club Unión. By selecting small batches of rare rums that have been repeatedly aged and blended, Morales has created a prestige rum that matches the beautiful, creamy texture and full-bodied flavour of the classic Cohiba Siglo VI cigar.

TASTING NOTES

Nose: The rich aroma of the liquid balances oak and smoke with subtle tones of citrus, coconut, dried fruits and coffee.

Palate: Softly woody on the palate, Unión presents notes of sweet vanilla, chocolate and dried fruit flavours and a rich aromatic finish.

PERFECT SERVE

Havana Club Unión is enjoyed by rum connoisseurs as a slow-sipping rum, neat or on the rocks. For the ultimate tasting experience, it is best paired with a Cohiba Siglo VI cigar.

“Havana Club Unión is a truly prestige rum, deeply rooted in Cuban culture and heritage”Asbel Morales, Maestro Ronero

Havana Club Máximo Extra Añejo

The creation of Havana Club Máximo Extra Añejo has been a unique adventure and personal odyssey of patience and faith, and also a cultural journey through Cuba’s history and tradition of rum production. It is handcrafted by blending the finest and oldest rum reserves that have been left to age in Havana Club’s cellars, respecting the genuine tradition of Cuban rum-making. This process ensures that only 1000 bottles of Havana Club Máximo are crafted every year.

A precious decanterHavana Club Máximo Extra Añejo is presented in an elegant, crystal decanter, which allows its vibrant, amber glow to shine through. The graceful lines of the decanter are inspired by the traditional decorative arts of Havana, which are renowned for their elegance. Havana Club Máximo Extra Añejo is the purest expression of this refinement. Each decanter is individually hand-blown and numbered by a master glassmaker, the attention to detail that a rum as exceptional as Havana Club Máximo deserves.

Tasting NOTESHavana Club Máximo Extra Añejo has an amber glow, deepened by extra ageing. On the nose, the expression is outstandingly rich, intense and persistent, yet has a delicate aroma that balances oak and smoky notes with subtle tones of fresh pear, coconut and dried fruit. Both dry and sweet, its oaky flavours impart a silky opulence and a cascade of dark chocolate, dried fruits, and a hint of vanilla. Its warm, long finish presents spicy notes.

“There will never be a rum that better expresses the Cuban rum culture and its rich tradition than Havana Club Máximo Extra Añejo”Don José Navarro, Primer Maestro Ronero

The supreme expression of Cuban rumHavana Club Máximo Extra Añejo is handcrafted from rare, extra-aged rums and enshrined within an elegant crystal decanter, hand-blown by a master glassmaker

OUR RUMS

Havana Club BlancoThe youngest rum in Havana Club’s aged range, this expression needs at least two years for its elaboration. It has a light straw-colour and an ideal freshness in the palate to drink mixed or to sip neat, as the Cubans tend to enjoy this rum.Perfect Serve: Havana Club Blanco is best used for refreshing cocktails such as Cuba’s traditional cocktail, the Mojito.

Havana Club RitualHavana Club Ritual is an aged light dark rum with an aromatic and subtly sweet sensorial profile that needs at least five years for its elaboration. With a 37.5% ABV, Havana Club Ritual is a bright dark amber colour rum that carries notes of sweet cane liquor and sugar cane, achieving an extraordinary smoothness and balance.Perfect Serve: Havana Club Ritual is ideal mixed with cola and sipped neat or with ice.

Havana Club ReservaHavana Club Reserva is a complex and exceptionally smooth blend of many aged rums, selected to produce a rum with a versatile palate that can be enjoyed by white rum drinkers as well as by dark rum lovers. Havana Club Reserva needs a minimum of six years for its elaboration and is the perfect example of the exceptional smoothness of Cuban blended rums, a true art perfected through the ages by Cuba’s best Maestros Roneros.Perfect Serve: Havana Club Reserva is best served neat or with ice, as well as mixed with cola.

Cuban cocktails deserve a Cuban rum Cuban cocktails deserve a Cuban rum. Today, Havana Club rum, especially the 3

Años and 7 Años expressions - has gained a reputation as the premium rum best suited to authentic Cuban cocktails.Today, Havana Club rum – especially the 3 Años and 7 Años expressions - has gained a reputation as the premium rum best suited to authentic Cuban cocktails.

Cuba Libre and CubataPour 50ml of Havana Club Añejo Especial into a highball glass filled with ice. Add a squeeze of fresh lime juice, top with cola and stir lightly. For a Cubata, follow the same recipe using Havana Club 7 Años.

BODEGUITA DEL MEDIOIn a highball glass, muddle two whole mint sprigs with the juice of half a lime and a spoonful of white sugar. Fill with ice cubes, pour in 50ml Havana Club 3 Años, top with sparkling water, stir and garnish with a mint sprig.

El Floridita DaiquiriPour 50ml Havana Club 3 Años into a blender along with two barspoons of white sugar, the juice of half a lime and a dash of maraschino liqueur. Blend well with crushed ice and serve in a cocktail glass.

El PresidenteStir over ice, 50ml Havana Club 7 Años, 25ml white French vermouth, 15ml curação triple sec and a barspoon of grenadine. Strain into a chilled cocktail glass and garnish with an orange twist.Alternatively try a more full-bodied Presidente, created using 60ml Havana Club Selección de Maestros, 20ml red vermouth, 10ml curação triple sec and a barspoon of grenadine. Stir over ice, strain into a chilled cocktail glass and garnish with an orange twist.

Havana Club Cocktail Grand Prix

Havana Club International Grand Prix 2014 winner Andy Loudon

The competition takes place every two years in Havana at legendary venues, including the Hotel Nacional de Cuba (2004 and 2008), Tropicana (2000 and 2002), Capitolio (1998 and 2006), Gran Teatro (2010), Hotel Sevilla (2012) and Hotel Riviera (2014).

Judged on the quality of their drinks, knowledge and mixing techniques, as well as their overall image, contestants are also encouraged to recreate a truly authentic bar atmosphere and experience.

Over the years, some of the world’s top spirits influencers and bartenders have been invited to judge the competition including renowned drinks writers Jared Brown and Dave Broom, Global Rum Ambassador Ian Burrell, expert mixologists Tony Conigliaro and famous bartenders Juanjo Gonzalez and Alejandro Bolivar.

In addition to the pinnacle Grand Prix competition, Havana Club also hosts a number of smaller rum related events, including seminars and workshops hosted by top spirits specialists, creating a week-long festival feel in the heart of Havana.

The Grand Prix has become one of the most renowned and anticipated cocktail competitions among bartenders and spirits connoisseurs With the 10th Havana Club Grand Prix in 2014 welcoming 47 competitors representing 42 different countries and one wild card entry selected through Facebook, the Grand Prix has established itself as a truly global event.

Havana Club’s website havana-club.com/bar-news features the results of the competition and regular updates throughout the event.

The Havana Club Cocktail Grand Prix 2014’s official logo by Cuban artist Giselle Monson

The Rosa Blanca, Andy Loudon’s winning drink

Since 1996, the Havana Club International Cocktail Grand Prix has been honouring the world’s best bartenders for their outstanding skills in rum mixology. Focusing on the art of bartending and classic cocktails, the competition draws visitors from all corners of the world, emphasising the global popularity of the authentic Cuban rum.

2014 finalists of the Havana Club Cocktail Grand Prix (from left to right) Alessandro Palumbo (3rd), winner Andy Loudon and Indika Silva (2nd)

Havana ClubMaster Class

Masterclass, Hungary, November 2014

The Havana Club Master Class currently trains some 3000 bartenders each year.Aimed at bartenders and influential members of the on-trade, the Master Class covers all aspects of the authentic Cuban rum brand: its heritage and tradition, its quality, its authenticity, its culture, its cocktail tradition and the unique way to blend and to age rum in Cuba, guided by the expertise of Cuban Maestros Roneros.

The Master Class also includes demonstrations on how to create classic and contemporary cocktails using various rums from the Havana Club range. The sessions conclude with a knowledge challenge, with the winner receiving a trip to Cuba.

Through these sessions, Havana Club has built a close network of key industry professionals interested in the brand’s portfolio of authentic Cuban rums. Since 2005, Havana Club’s educational team has visited more than 50 countries all over the world. More than 25,000 bartenders and top professionals have taken part, with more than 1,000 visiting Cuba as prize winners.

ACTIVATING LOCAL BARTENDER COMMUNITIESThe Bar News blog (originally Havana-Cocteles) was first created to provide the on-trade community with frequent updates on the legendary Havana Club Cocktail Grand Prix edition. Today, the website provides bartenders with insights into Cuba’s cocktail heritage as well as interviews with contemporary leading bartenders and industry experts.

BAR NEWS The Bar News website provides bartenders with a window on the world of authentic Cuban rum

Since its launch in 2007, Havana-Cultura.com has become the ultimate online reference where contemporary Cuban culture is concerned. Available in four languages, the website features an ever-expanding collection of artists’ profiles that include a video interview, biographical information, pictures and music samples.Over 150 artists have been interviewed to date, amounting to almost 24 hours of video content - a unique insight into Havana’s vibrant arts scene and one of the most complete online sources of information on Cuban culture! Other digital tools such as the Havana Cultura newsletter, Facebook page, Twitter account and Youtube channel keep fans up to date on all the latest news and views.

Havana-Cultura.com

Since 2009, Havana Club has teamed up with renowned DJ and producer Gilles Peterson to find Cuba’s most promising talents across a wide range of musical genres, including jazz, rap, hip hop, R&B and reggae. Recently, the project evolved by fostering collaborations between emerging music producers from around the world with Cuban talents.

Gilles Peterson’s first trip to Havana in 2009 resulted in ‘Havana Cultura, The New Cuba Sound’, a double album recorded at Havana’s legendary Egrem studio. It featured a selection of more than 15 established and up-and-coming musicians, including Roberto Fonseca, Gente de Zona, Harold López-Nussa, Descemer Bueno and Yusa.

A few months later, remixes were curated by renowned DJs Carl Cox, Louie Vega, Solal and MJ Cole to launch a second album, ‘Havana Cultura Remixed’, that appealed to dance and electronic music audiences.

Later that same year, Gilles Peterson recorded ‘Havana Cultura Sessions’ at Egrem Studios – a highly praised four-track album featuring vocalist Danay Suárez, backed by pianist and album co-producer Roberto Fonseca.

Two years later, a new chapter was written with the release of a new anthology, ‘Havana Cultura, The Search Continues’. The album welcomed new artists, including Arema Arega, Osdalgia, Interactivo, Kola Loka and El Micha.

In 2014, Havana Club selected ten international producers hailing from Chile, Germany, the United Kingdom, Switzerland, Russia, Hungary, the Netherlands, South Africa and Cuba through a remix contest and invited them to participate in four days of intensive studio sessions in Havana to record live instruments and voices for their tracks. The album ‘Havana Cultura Mix – The Soundclash’, was released in partnership with Brownswood Recordings in October 2014.

The latest artist revealed by the initiative is Daymé Arocena, a Cuban-jazz singer who was part of of the 2014 project. In 2015, she released an EP, ‘Havana Cultura Sessions - Daymé Arocena’, as well as her debut album, ‘Nueva Era’, with the support of Havana Club.

Gilles Peterson in studio

The Havana Cultura SessionsRukaiya Russell with Sexto Sentido

Havana Cultura Music Projects

Havana Cultura – The Search continues

As today’s most renowned Cuban rum brand, Havana Club is committed to sharing the vibrancy of Havana’s contemporary music scene with the widest possible audience.