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Bacardi Ups Ante In Havana Club Battle, Unveiling New Expression And National Distribution

June 1, 2016

While it remains locked in a trademark battle with Pernod Ricard over the Havana Club rum label in the U.S. market, Bacardi has unveiled plans to back its Puerto Rico-produced version of its Havana Club brand with a new Anejo Clasico dark rum, a national distribution footprint and a fresh advertising campaign. The push also includes revamped packaging that features the family crest of the Arechabalas, founders of Havana Club.

According to the Miami Herald, Bacardi will first roll out its refreshed Havana Club offerings in Florida, and then extend distribution to Colorado, Georgia, Illinois, New Jersey, Nevada, New York, Pennsylvania and Texas in July and August, ahead of a national launch in September. Bacardi’s Havana Club Anejo Clasico will retail at around $22, while its Anejo Blanco will sit at about $20.

With its new Havana Club campaign, titled “The Golden Age, Aged Well” and aimed at Millennial consumers, Bacardi is emphasizing the cocktail culture and seeking to evoke Havana’s 1920s to 1950s “golden age.”

Bacardi’s new effort to solidify Havana Club’s presence in the U.S. comes as the company continues to joust with Pernod over the legal ownership of the brand in the States. In a surprise move earlier this year, the U.S. Patent and Trademark Office officially renewed Pernod’s trademark for its Cuba-produced version of the brand throughJanuary 27, 2026. Bacardi promptly filed suit in U.S. District Court in Washington, D.C., asserting that it owns the “common law rights in the Havana Club mark for rum,” having purchased them from the Arechabala family, which fled Cuba during the Castro revolution.

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