Ken Gargett Posted August 14, 2013 Posted August 14, 2013 from the drinks business HAVANA CLUB SWEETENS UP RECIPE 14th August, 2013 by Gabriel Savage Havana Club has given its Añejo Especial expression a major makeover with a sweeter recipe designed to improve the rum’s appeal as a cocktail base and attract new consumers into the category. Introducing the reworked blend, Havana Club’s “Maestro Ronero” Don Asbel Morales highlighted the flavour influence of the white, young oak barrels used to mature the various rum bases prior to blending. By accentuating the finished product’s vanilla and caramel flavours in this way, he described the new expression as “an ideal base for Cuban cocktails, particularly the Cuba Libre.” The changes will not affect the style’s 40% abv, which the Havana Club team has maintained at the same level “to ensure that these flavours are enhanced while providing a sweeter taste profile and a smooth drinking experience.” Nick Blacknell, international marketing director for Havana Club International, a joint venture between producer Cuba Ron SA and distributor Pernod Ricard, further explained the flavour tweak as an attempt to win over fans from other spirits categories. In particular, he described the new expression as one “that can attract whisky drinkers looking for equally good, yet more exciting, alternatives to their usual brand.” In addition to altering the rum’s taste profile, Havana Club has unveiled fresh packaging for this expression. The new design features a hand-written style font and “oak effect” on the label, designed to improve shelf stand-out and emphasise the superior quality of Añejo Especial within its category. Summing up the new offer, Blacknell concluded: “With this new formulation and premium look, we are confident that Havana Club Añejo Especial will satisfy demand from sociable young adults seeking a naturally sweeter taste profile, but for whom authenticity and high quality are equally important purchasing cues.” The revamped expression is due to launch in Germany this September with an RRP of €15. It will then be rolled out around the world over the next year, supported by a marketing campaign. Havana Club is not the only major rum brand to have adapted its recipe in recent years. Sailor Jerry sparked outrageamong many fans in 2010 when it moved the flavour profile in the opposite direction to Havana Club by toning down the vanilla characteristics. The change even inspired the creation of a new rival brand, Admiral Vernon’s “Old J”, which claimed to fill the gap vacated by Sailor Jerry. However Sailor Jerry’s owner First Drinks indicated that, despite the online furore, sales of the brand had actually increased following its recipe change.mag.
Ryan Posted August 16, 2013 Posted August 16, 2013 The new label is nice. I hope they don't make it too sweet. With Havana Club, I prefer the Especial to the 7 year old.
fokker4me Posted September 3, 2013 Posted September 3, 2013 I still think of Anejo as more of a sip worthy mixer that one can sip in a pinch and 7 year as more of a true sipping rum, but that's just my onion.
tmac77 Posted September 3, 2013 Posted September 3, 2013 Heard about this about 2 months ago from a havana club rep here in toronto. I am in favour of having a sweeter version. It is my understanding thoigh that they will continie makimg the non swwetened version ofthe maestro which ised ro be called barrel proof.
Onelove Posted June 6, 2015 Posted June 6, 2015 My local shop has only just changed from the old ones in the last month. Guess they had a stockpile.
Onelove Posted June 6, 2015 Posted June 6, 2015 Just cracked a newer one and it's darker and definitely sweeter.
polarbear Posted June 7, 2015 Posted June 7, 2015 This is my second choice as a mixer rum. Not really a sipper IMO but a slice of lime and some coke make it quite refreshing on a hot day. I usually grab it if it's on special cause the sale makes it $5 a bottle cheaper than standard Bundy (my first choice as a mixer rum)
Onelove Posted June 7, 2015 Posted June 7, 2015 This is my second choice as a mixer rum. Not really a sipper IMO but a slice of lime and some coke make it quite refreshing on a hot day. I usually grab it if it's on special cause the sale makes it $5 a bottle cheaper than standard Bundy (my first choice as a mixer rum) Concur with this entirely and when it's hc, coke and lime I sometimes throw some mint in from the garden.
polarbear Posted June 7, 2015 Posted June 7, 2015 Concur with this entirely and when it's hc, coke and lime I sometimes throw some mint in from the garden. Oooh. Mint. Good idea
JohnS Posted June 7, 2015 Posted June 7, 2015 Yeah...mint goes well with rum (especially for the Mojito cocktail) and bourbon (especially for the mint julep cocktail).
Ken Gargett Posted June 7, 2015 Author Posted June 7, 2015 we are all aware that this was posted about 2 years ago??
Habana Mike Posted June 7, 2015 Posted June 7, 2015 we are all aware that this was posted about 2 years ago?? I believe Onelove was pointing out the new blend just showed in his local.....
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