Simon Wittenberg takes a look at the revamped design for Havana Club’s luxury Cuban rum.
Havana Club, the renowned Cuban rum brand, has unveiled a striking new look for its luxury offering, named Havana Club Máximo Extra Añejo. The refreshed design has been created to illustrate this expression’s unrivalled quality whilst also accommodating a growing consumer preference for more sustainable packaging.
Like its predecessor, only 1,000 units will be made available worldwide annually for purchase. For an idea as to the price, the previous iteration retailed at around £1,700, so it wouldn’t be unreasonable to expect a similar cost for the new edition.
Havana Club Máximo Extra Añejo is created by blending the very finest and oldest rum reserves ageing in Havana Club’s cellars.
The brand’s four resident Maestros (Primer Maestro Juan Carlos González, Maestros Asbel Morales, Salomé Alemán and Manuel Calderón) continue their leader’s legacy (i.e. Don José Navarro – first Primer Maestro del Ron Cubano), personally selecting the bases of the blend by hand every year.
Havana Club Máximo Extra Añejo has been extra aged in white oak barrels, and the result is an expression that’s outstandingly rich whilst offering a delicate aroma that balances oak and smoky notes with subtle hints of fresh pear, coconut and dried fruit.
In fact, Havana Club Máximo Extra Añejo sits proudly as a true liquid masterpiece in Havana Club’s Iconica Collection, hailed as one of the most exceptional rums in the world by connoisseurs and experts alike.
The stunning revamped vessel incorporates a modern twist on the distinguished crystal decanter, whilst the crystal stopper, which is carefully stowed in a drawer alongside a crisp notecard explaining the liquid’s rich provenance, is now even more distinct, thanks to being engraved with the “Giraldilla” the oldest symbol of Havana, the Cuban capital, in contrasting gold.
The box housing the bottle is an alliance of traditional rum-making and modern packaging.
It is made from certified wood by-products and boasts an 89% decrease in the use of plastic components. Furthermore, an overall drop of 20% in the number of parts used for the pack equally delivers a more sustainable option to rum collectors.
Anne Martin, Global Marketing Director for Havana Club, said that Havana Club Máximo Extra Añejo has always exemplified the very best of Cuban Rum. She added that a refreshed design better embodies the spirit and heritage of this prestigious liquid, in addition to the know-how of Havana Club’s maestros.
Anne Martin also acknowledged the brand’s responsibility to produce more recyclable, sustainable packaging global consumers are increasingly calling for.
Havana Club Máximo Extra Añejo Rum – Where and How?
For more information on Havana Club Máximo Extra Añejo, visit www.havana-club.com.
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