Havana Club

What Havana Club does

Havana Club is a Cuban rum brand founded in 1993 through a joint venture between Pernod Ricard S.A. and Corporación Cuba Ron S.A., creating Havana Club International S.A. The brand produces a portfolio of aged rums — from mass-market expressions like the 3 Años white rum and Especial gold rum to premium dark rums like 7 Años and the ultra-premium Icónica range (Gran Reserva 15 Años, Máximo Extra Añejo, Unión, Tributo 2025, Don Navarro) — manufactured at the San José distillery in Cuba under the continuous supervision of the Maestros del Ron Cubano, whose expertise is recognized by UNESCO as World Intangible Heritage. Production uses 100% Cuban sugarcane molasses aged in ex-Bourbon barrels sourced from Ireland and Scotland under traditional continuous aging methods.

The brand operates a multi-channel go-to-market combining direct-to-consumer e-commerce via localized websites (Germany, Greece, Italy, Spain, UK, France), global retail distribution through Pernod Ricard's network reaching 100+ countries, and experiential marketing anchored on cultural event sponsorships and artist collaborations. Primary customer segments include adult spirits consumers seeking authentic Cuban heritage, professional bartenders and hospitality venues engaged through the Cocktail Maestros competition (Barcelona finals September 2026, €10,000 grand prize), and culture/music enthusiasts targeted through festival activations at Sziget, Rolling Loud, BIGSOUND, Afro Nation, Les Ardentes, and Boiler Room partnerships, plus fashion collaborations with Martine Rose, Skepta, Burna Boy, Pigalle, and Daily Paper.

The revenue model is hardware sales of rum products across premium and ultra-premium price tiers, with the brand operating as a wholly-owned and exclusively licensed trademark of Pernod Ricard S.A. (headquartered at 5, cours Paul Ricard, 75008 Paris). Pricing is not publicly disclosed on the website; products are distributed through Pernod Ricard's global retail and on-premise channels. The brand supports its commercial operations with a lean dedicated team of 11-50 employees, leveraging parent-company shared services for global distribution, marketing, and back-office functions.

Name

Havana Club

Legal name

Pernod Ricard S.A.

Website

https://havana-club.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Havana Club is a Cuban rum brand owned and globally distributed by Pernod Ricard, producing aged rums from 3 to 15+ years under UNESCO-recognized Maestros del Ron Cubano expertise. The brand serves adult spirits consumers, bartenders, and culture-driven audiences across 100+ countries.

Ownership category

akta.pro rank

Product category

Premium Rum & Spirits

NAICS

Distilleries (312140), Distilleries (31214), Beer, Wine, and Liquor Retailers (445320)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• Aged rum
• Premium spirits
• Cuban rum
• Dark rum
• White rum

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Rum Product Sales: Havana Club generates revenue through the sale of rum products including white rum (3 Años), dark rum (7 Años), Especial, Cuban Spiced, Selección de Maestros, and premium Icónica range (Gran Reserva 15 Años, Don Navarro, Máximo Extra Añejo, Unión, Tributo 2025). Products are sold through direct website sales, retail stores, and distribution networks across multiple countries.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Havana Club is a Cuban rum brand that produces and sells aged rums distilled from Cuban sugarcane molasses and aged in ex-Bourbon barrels under the supervision of the Maestros del Ron Cubano. The portfolio spans white rum (3 Años), dark rum (7 Años), gold rum (Especial), premium and ultra-premium expressions (Selección de Maestros, Gran Reserva 15 Años, Icónica range), and flavored variants, distributed globally through retail, on-premise, and direct-to-consumer channels.

Product overview

Havana Club is a Cuban rum brand offering a portfolio of aged rums and signature cocktails. The core range includes white rum (3 Años), dark rum (7 Años), and Especial gold rum, all crafted by Maestros del Ron Cubano using traditional Cuban rum-making methods. The premium tier features Selección de Maestros and Gran Reserva 15 Años, while the ultra-premium Icónica collection represents the pinnacle of craftsmanship with exclusive expressions like Tributo, Unión, Máximo Extra Añejo, and Don Navarro. The brand extends beyond spirits into cocktail culture through signature recipes (Mojito, Cuba Libre, Daiquiri) and experiential programs including the Cocktail Maestros competition and the Museo del Ron rum museum in Havana.

Differentiator

Problem solved

Functional benefit

Brands

• Havana Club 3 Años: White rum aged for 3 years, essential ingredient for classic Cuban cocktails like Mojitos and Daiquiris.
• Havana Club 7 Años
• Havana Club Selección de Maestros
• Havana Club Especial
• Havana Club Icónica
• Havana Club Cuban Spiced
• Havana Club Mango Lime

Products and services

• Havana Club 3 Años White rum aged a minimum of three years, made from Cuban sugarcane molasses, with fresh sugarcane and fruity Caribbean notes, designed for classic Cuban cocktails such as Mojito and Daiquiri.
• Havana Club 7 Años Dark rum matured in ex-Bourbon barrels for seven years, described as 'the very essence of Cuban rum', enjoyed neat, on the rocks, or in cocktails.
• Havana Club Especial Gold rum with vanilla and caramel hints, suitable for Cuba Libre and Mojito cocktails.
• Havana Club Selección de Maestros Ultra-premium rum crafted through annual barrel selection by the Maestros del Ron Cubano, featuring notes of toasted pecan, cocoa, coffee, and candied fruit.
• Havana Club Gran Reserva 15 Años Blend of reserve rums aged at least 15 years in white oak barrels under tropical climate, with prunes, dark coffee, sweet fruit, and vanilla notes and a smooth mouthfeel.
• Havana Club Cuban Spiced Spiced rum variant offering Caribbean-inspired flavors.
• Havana Club Mango Lime Flavored white rum variant with mango and lime notes.
• Havana Club Icónica Collection Collection of ultra-prestige rums representing the pinnacle of Havana Club craftsmanship, including Tributo 2025, Unión, Máximo Extra Añejo, and Don Navarro.

Quantifiable outcome

• 27 medals in tasting competitions in the last four years
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• Martine RoseflagshipGTM or Marketing Partner · 1 November 2025London-based designer Martine Rose collaborated with Havana Club to reimagine Havana Club 7 Años for the festive season. The collaboration celebrates shared Caribbean heritage (Rose's Jamaican background and Havana Club's Cuban legacy) through a limited-edition bottle design featuring expressive hearts, handwritten fragments, and Cuban-inspired watercolor tiles. A co-branded golden leather bag was raffled to raise funds for Caribbean hurricane relief.
• Paris Whisky LiveflagshipGTM or Marketing Partner · 27 September 2025Havana Club showcased at Whisky Live Paris 2025 at Grande Halle de la Villette, Europe's leading spirits showcase. Havana Club Iconica hosted tastings in the Rhum Gallery with Maestro Asbel Morales in attendance. The exclusive Tributo 2025 was revealed. Cocktail Maestros competition winners crafted Afro-Latin cocktails on Cocktail Street.
• Sziget FestivalcoreGTM or Marketing Partner · 6 August 2025Havana Club brought energy and spirit to Sziget Festival on Budapest's Óbuda Island, one of Europe's most iconic festivals hosting thousands from over 100 countries. JUKEBOX by Havana Club was introduced as a stage where music meets freedom of expression, active every night after 11 PM featuring circus acts, street theatre, and immersive experiences.
• Afro NationcoreGTM or Marketing Partner · 11 July 2025Havana Club partnered for the first time with Afro Nation (the biggest Afrobeats celebration worldwide, launched 2019) in South Portugal. The brand was exclusive rum partner offering diverse cocktails through a central bar accessible day and night. Cocktail menu was also available in the artists' area.
• Les ArdentesminorGTM or Marketing Partner · 6 July 2025Havana Club participated at Les Ardentes, Belgium's music event featuring top-tier hip-hop and rap artists. The Havana Club Block Party blended culture with refreshing cocktails, featuring live DJ sets (hip-hop, trap, Afrobeats) and a live saxophonist, becoming a hotspot at the festival.
• BIGSOUND FestivalcoreGTM or Marketing Partner · 27 June 2025Havana Club partnered with BIGSOUND festival, bringing Cuban rum tradition to Spain's vibrant music scene. Festival-goers enjoyed cocktails made with Havana Club while immersing in live music. The partnership continued in 2026 with thousands gathered at Parc Central de Torrent, Valencia.
• Big Lime EnergyminorGTM or Marketing Partner · 21 June 2025Havana Club two-day pop-up at Truman Brewery in London's Shoreditch area to celebrate the Mojito. Event featured fresh Havana Club Mojitos, live DJ sets, and cultural experiences to promote the iconic cocktail.
• Rinse FMminorGTM or Marketing Partner · 15 August 2024Collaboration with Rinse FM radio station as part of Havana Club's broader cultural partnership strategy targeting music and culture enthusiasts.
• Jonathan RakshaminorGTM or Marketing Partner · 11 April 2024Artist collaboration with Jonathan Raksha as part of Havana Club's cultural partnerships and artistic collaborations.
• Rolling LoudcoreGTM or Marketing Partner · 5 July 2023Havana Club was the exclusive rum partner at Rolling Loud Portugal (2022-2023), offering festival-goers cocktails including classic frozen daiquiri, Cuba Libre, and core products (3 Años, Especial, 7 Años). A 10x10m bar at the heart of the festival site provided continuous refreshments. Products were also available in the artists' area.
• Boiler RoomflagshipStrategic or Co-development Partner · 1 February 2023Boiler Room and Havana Club collaboration for unique musical experiences blending Cuban authenticity with global underground scenes. LA CUBANIA flagship events in Mexico City and Bristol. SYSTEM street parties celebrating Soundsystem culture with emphasis on community, diversity, and inclusivity.
• SkeptacoreGTM or Marketing PartnerCollaboration with UK rapper Skepta on Rum of Skepta product and cultural initiatives, targeting urban music audiences and culture-forward consumers.
• Burna BoycoreGTM or Marketing PartnerCollaboration with Afrobeats star Burna Boy as part of Havana Club's cultural partnerships, aligning with the brand's presence at Afro Nation and broader African music scene engagement.
• PigalleminorGTM or Marketing PartnerFashion collaboration with Pigalle brand, part of Havana Club's strategy to connect with fashion and culture enthusiasts through limited-edition products.
• Daily PaperminorGTM or Marketing PartnerCollaboration with Daily Paper fashion brand, connecting Havana Club with fashion-forward consumers through cultural and style-oriented partnerships.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Mount Gay: Barbados-based heritage rum brand (claimed world's oldest rum, 1703) owned by Rémy Cointreau. Directly comparable to Havana Club on provenance storytelling, aged portfolio, and on-premise trade activation.
• Captain Morgan: Diageo-owned mass-market rum brand with strong spiced and aged variants. Competes with Havana Club's Especial and 7 Años in the on-premise and retail channels across Europe and the Americas.
• Bacardi: World's largest rum brand and the most direct competitor to Havana Club globally. Notably, Bacardi holds the US trademark for 'Havana Club' following a long-running dispute, making it both a commercial rival and a legal counterparty in the brand's most contested geography.
• Ron Zacapa: Diageo-owned ultra-premium Guatemalan rum (Sistema Solera aged). Competes directly with Havana Club Icónica at the top of the aged rum category in travel retail and fine dining on-premise.
• Appleton Estate: Campari Group-owned premium Jamaican aged rum with a strong heritage and craft narrative. Competes head-to-head with Havana Club's Selección de Maestros and Icónica range in the super-premium on-premise and travel-retail segments.
• The Kraken: Proximo Spirits-owned spiced and black rum with strong urban / alternative marketing positioning. Comparable to Havana Club's Cuban Spiced and Especial SKUs in the flavored and accessible-premium segments.
• Brugal: Edrington-owned Dominican Republic rum with a strong European footprint, particularly Spain. Competes with Havana Club across entry, aged, and premium variants in Spanish-speaking and European markets.
• Flor de Caña: Family-owned Nicaraguan rum brand with sustainability-led positioning and aged portfolio (4, 7, 12, 18, 25 year). Competes with Havana Club in the premium aged and ultra-premium categories globally.
• Diplomático: Premium Venezuelan aged rum with strong awards pedigree and ultra-premium positioning (Single Vintage, Ambassador). Directly comparable to Havana Club's Icónica tier in the high-end sipping segment.

Broad incumbents

• Malibu: Pernod Ricard sister brand (coconut-flavored rum) sharing the same parent distribution and marketing infrastructure. Comparable as a Pernod Ricard rum portfolio peer, though positioned in the flavored RTD-leaning segment rather than aged/premium.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/_HavanaCultura_
• YouTubeyoutube.com/user/HavanaClubCocktails
• Facebookfacebook.com/havanaclub
• Instagraminstagram.com/havanaclub

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Havana Club