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From Columbus to Cuba Libre:

A Short History of Cuban Rum
For 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
Cubas 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.
With the arrival of Prohibition in the US
in 1920, hoardes of Americans flocked to
cocktail heaven Cuba. Mojitos, Daiquirs,
El Presidentes and Cuba Libres turned
Havana into Americas local bar and El
Floridita, Hotel Nacional and Sloppy Joes
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.

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 todays 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.
A Cuban Rum
- A Global Success
Havana Club traces its roots back to Cuba
in 1878 when Jos Arechabala founded
the La Viscaya Distillery in Cardenas,
on the Northern coast of the island. The
company Jos 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
JASAs 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
Clubs 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 Ricards strong distribution
network. Since 1994, Havana Club has
been a priority brand for Pernod Ricard,
and today it is one of the companys 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
Clubs 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 Jos 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 companys sales while Havana Clubs
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 enjoyed
an impressive 20 year period of strong
double 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 Clubs 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
Magazines 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 Doa Ins de Bobadilla,
Cubas 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
Doa Ins spent years watching out for him to return.
Aejamiento: 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.
The art of ageing or aejamiento is the essential
element of Havana Clubs rum-making and is
carefully carried out according to the Cuban
tradition of successive ageing and blending.
Cubas 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
baticin. 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
Don Jos Navarro, Primer Maestro Ronero
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 Aejo (aged), from young
pale rums to aged and extra-aged rums:
Aejo Blanco, Aejo 3 Aos, Aejo Especial,
Aejo Reserva, Aejo 7 Aos, Seleccin de
Maestros, Aejo 15 Aos and Mximo Extra
Aejo. Their age statement indicates the
youngest rum in the bottle.
The Maestro Roneros Art
The rum doesnt 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 Jos Navarro, Primer Maestro Ronero
Havana Clubs six Maestros Roneros are
the guardians of the well-kept secrets
of the Cuban art of aejamiento, the
distinctive characteristic exclusive to
Havana Club rum.
Under the leadership of Don Jos
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 Jos Navarro, the
Maestro Ronero Asbel Morales heads up
distillation and blending of rums at the
San Jos distillery, which specialises in
dark aged rums.
Juan Carlos Gonzlez, recently
appointed Primer Maestro Ronero,
oversees production of white rums at
the Santa Cruz del Norte distillery.
 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 Jos Navarro, Primer Maestro Ronero

Each rum in Havana Clubs comprehensive
range is put through a distinctive ageing
process known as aejamiento. From white
to dark, all Havana Club rums have been
aged to at least the stated age; Havana
Club Aejo 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 worlds 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
Havana Club rum has its roots firmly
established in the famous cocktail-making
city of Havana.
From the start of the 20th century, the Cuban Havana bars quickly gained notoriety across
capital gave birth to a raft of cocktail greats the world: El Floridita became known as the
including the Mojito, Cuba Libre, Daiquir, Cradle of the Daiquir and Bodeguita del
Canchnchara, El Presidente and Mulata. Medio gained fame as the destination for
authentic Cuban Mojitos. Numerous celebrities
A true bartenders capital, Havanas cocktail
including Ernest Hemingway, Errol Flynn and
history dates back over 90 years, when
Greta Garbo became regulars at these famous
bartenders from all over the world travelled
venues, contributing to Havanas fame.
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.
mojito
A classic Cuban cocktail
deserves a Cuban rum
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 1950s. 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 Aos 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 Cubas 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 Aos rum.
Centred around a contemporary Cuban
marketplace, the Embassys 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 Clubs 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
DO EVERYTHING FROM
THE HEART
In 2015, Havana Club is releasing a new
advertising campaign entitled You just
know when its from the heart, which
seeks to bring the brands 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 its from the
heart has evolved to communicate Havana
Clubs core values of creativity, passion and
camaraderie.
Were 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 theyve
got and always acting with passion and
commitment, whether living life or making
rum. You just know when its from the
heart sums up this distinctive attitude. It
gives a special flavour to everything in
particular our rum!

Illustrating the love of music and dance, the

authenticity of the brands range of rums
and Cubas cocktail making culture, the
campaign endeavours to raise awareness
of the spirit of Cuba and Havana Club.
Havana Club
Museum of Rum
The 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 Cubas 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 Clubs 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
rooms 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., Havana
Cultura is a global platform for the promotion of
Cuban creativity in all its forms. Embracing music,
literature, film, design, architecture, visual and
performing arts, Havana Cultura is brought to life
through a multimedia website as well as cultural
projects and events around the world.
Franois Reni, 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 its
Cuban music, visual or performing arts, cinema or literature
it all adds magic to our brand and flavour to our rum.

Fabrice Bourgelle
Appendix
The Havana Club Range
Cocktails
Havana Cultura
Havana Its difficult to
imagine another
Club white rum would
exist with the
3 Aos same strength
and complexity of
Made for aroma and flavour
as Havana Club
Mojitos 3 aos
Havana Club 3 Juan Carlos Gonzalez,
Primer Maestro Ronero
aos is the only
rum that will Havana Club 3 aos is aged for three years
in the warm and humid Cuban climate, where
give your Mojito it receives the loving care of our maestros
an authentic roneros. Thats how it develops the aromas
that make it perfect for the Mojito, the most
Cuban taste famous Cuban cocktail, and gives it its
unmistakeable Cuban flavour.

Tasting Notes
Havana Club 3 aos 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 aos will
transport you to the streets of Havana.
 whispers the hidden
Havana secrets of premium
Club dark aged rums.
Asbel Morales, Maestro Ronero

Aejo For unforgettable moments with your friends,

Havana Club Aejo Especial is a unique and
different premium golden rum: it has been

Especial 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.

AGEING Tasting Notes

Do you want to discover the unique taste of

MAKES
double ageing in Cuba? Havana Club Aejo
Especials golden colour matches its rich
and round taste. Double aged in young oak

OUR RUM barrels, the nose offers woodiness and spice,

orange, and floral notes that develop into
round, creamy notes of vanilla, caramel, hints

SMOOTH, of tobacco, and cinnamon.

The expression is perfect for the authentic
Cuba Libre, as served in Havana: Havana

DOUBLE Club Aejo Especial, cola, ice, lime juice and

plenty of good friends.

AGEING
MAKES IT
ESPECIAL
Havana Club Aejo
Especial is double
aged in young,
white oak barrels
to create the perfect
rum for an authentic
Cuba Libre
Havana The very essence
of aged Cuban
Club rum which I am
most proud of
Aejo
Don Jos Navarro, Primer Maestro Ronero

7 Aos Havana Club Aejo 7 Aos was

brought to the world by legendary
Cuban Maestro Ronero Don Jose
Navarro. It was customary for the
Cuban Maestros to drink extra-aged

The
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

Original
rums are made to be mixed, but this
style was crafted to be savoured neat.
Putting to good use the tradition and skills

Cuban that previous generations of Maestros

handed down to him, Navarro aged
and blended his rums numerous times

Sipping to create a complex spirit with a wealth

of flavours that remains incredibly
approachable when enjoyed neat.

Rum The minimum age of all of the rums

blended together to craft this rum is seven
years, but the expression contains rare,
Havana Club Aejo super-premium rums up to 14 years
7 Aos was the first old. The individual barrels are blended
together by the Maestro, using a unique
extra-aged Cuban technique in the world of rum.
rum that showed the Tasting Notes
world that rum could So what does Havana Club Aejo 7
be enjoyed neat Aos 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.
BRINGING CUBAN FLAVOURS TO THE
FORE WITH THE ESSENCE OF CUBA
In 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 Aejo 7 Aos, 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 Aejo 7 Aos, 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 Aejo 7 Aos. The range is
made exclusively from natural ingredients through a
slow maceration process with Havana Club Aejo 7
Aos 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 Aejo 7
Aos 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 Aejo 7 Aos in their
signature serves and cocktails.

Distributed to key customers and bartenders

exclusively by Pernod Ricards 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 ICNICA COLLECTION
AN ICONIC COLLECTION OF RUMS
Havana Club is celebrating the genuine tradition and
heritage of Cuban rum with the Havana Club Icnica
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 Seleccin de Maestros,
Havana Club Aejo 15 Aos, Havana Club Unin and
Havana Club Mximo Extra Aejo. 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 brands commitment to the
genuine tradition and the highest quality of Cuban
rum production.
Primer Maestro Ronero, Don Jos Navarro, said: The
Maestros Roneros and I are incredibly proud of the Havana
Club Icnica 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.
 Havana Club Seleccin
de Maestros
Triple Barrel Aged rum
Havana Club Seleccin 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

All our Havana Club rums come to

life from the hands of a Maestro
Ronero, but Seleccin de Maestros
is crafted by all the Maestros
Roneros collaborating with
Havana Club
Don Jos Navarro, Primer Maestro Ronero

Seleccin 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 NOTES
Seleccin 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

Awards
The unique finishing process of Seleccin de Maestros gives the rum
its unrivalled aromatic bouquet and an exceptional smoothness. These
qualities have been rewarded by some of the worlds most influential
spirits competitions for many years, and again in 2013 and 2014.
 Havana Club Aejo 15 Aos
A rare and limited release of an
extra-aged rum
Havana Club Aejo 15 aos is a limited
edition for passionate connoisseurs who
know how to appreciate a rare and luxurious Cuban
rum
Aejo 15 aos 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 Jos Navarro, Primer Maestro Ronero

Havana Club Aejo 15 aos 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 Aejo 15 aos 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 NOTES
With its distinctive character and elegance,
Havana Club Aejo 15 aos 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 Aejo 15 aos.

Awards
Havana Club Aejo 15 Aos 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.
 A LAUNCH SEES CUBAN RUM
PAIRED WITH CUBAN CIGARS IN
WORLD 'FIRST
Havana Club Unin is a truly
prestige rum, deeply rooted in
Cuban culture and heritage
Asbel Morales, Maestro Ronero

Launched globally in 2015, Havana Club

Unin is a prestige rum created to match
another renowned Cuban luxury Cohiba
cigars.

Havana Club Unin is the product of a

close collaboration between Havana Clubs
Maestro Ronero, Asbel Morales, and Cubas
most renowned Cigar sommelier, Fernando
Fernndez. 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 Unin. 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, Unin

presents notes of sweet vanilla, chocolate and
dried fruit flavours and a rich aromatic finish.

PERFECT SERVE
Havana Club Unin 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 Mximo
Extra Aejo
The supreme expression
of Cuban rum
Havana Club Mximo Extra Aejo is
handcrafted from rare, extra-aged rums and
enshrined within an elegant crystal decanter,
hand-blown by a master glassmaker

There will never be a rum

that better expresses
the Cuban rum culture
and its rich tradition
than Havana Club
Mximo Extra Aejo
Don Jos Navarro, Primer Maestro Ronero

The creation of Havana Club Mximo Extra Aejo

has been a unique adventure and personal odyssey of
patience and faith, and also a cultural journey through
Cubas 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 Clubs
cellars, respecting the genuine tradition of Cuban rum-
making. This process ensures that only 1000 bottles of
Havana Club Mximo are crafted every year.

A precious decanter
Havana Club Mximo Extra Aejo 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 Mximo Extra Aejo 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 Mximo deserves.

Tasting NOTES
Havana Club Mximo Extra Aejo 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.
OUR RUMS
Havana Club Blanco
The youngest rum in Havana Clubs 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 Cubas traditional cocktail,
the Mojito.

Havana Club Ritual

Havana 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 Reserva

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

BODEGUITA DEL MEDIO

In 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 Aos, top with sparkling water, stir and garnish with a
mint sprig.

El Floridita Daiquiri
Pour 50ml Havana Club 3 Aos 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.

Cuba Libre and Cubata

Pour 50ml of Havana Club Aejo 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 Aos.

El Presidente
Stir over ice, 50ml Havana Club 7 Aos, 25ml white French vermouth,
15ml curao 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 Seleccin de Maestros, 20ml red vermouth, 10ml curao 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
Since 1996, the Havana Club International
Cocktail Grand Prix has been honouring
the worlds 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.
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 worlds 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.
Havana Club International Grand Prix 2014 winner Andy Loudon
The Rosa Blanca, Andy Loudons
winning drink
In addition to the pinnacle Grand Prix competition,
Havana Club also hosts a number of smaller rum
related events, including seminars and workshops The Havana Club Cocktail
hosted by top spirits specialists, creating a week- Grand Prix 2014s official logo
long festival feel in the heart of Havana. by Cuban artist Giselle Monson
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 Clubs website havana-club.com/bar-news 2014 finalists of the Havana Club
features the results of the competition and regular Cocktail Grand Prix (from left to
right) Alessandro Palumbo (3rd),
updates throughout the event. winner Andy Loudon and Indika
Silva (2nd)
 Masterclass, Hungary, November 2014

Havana Club
Master Class
The Havana Club Master Class
currently trains some 3000
bartenders each year.
Aimed at bartenders and influential members Through these sessions, Havana Club has built
of the on-trade, the Master Class covers all a close network of key industry professionals
aspects of the authentic Cuban rum brand: interested in the brands portfolio of authentic
its heritage and tradition, its quality, its Cuban rums. Since 2005, Havana Clubs
authenticity, its culture, its cocktail tradition educational team has visited more than
and the unique way to blend and to age rum 50 countries all over the world. More than
in Cuba, guided by the expertise of Cuban 25,000 bartenders and top professionals
Maestros Roneros. have taken part, with more than 1,000
visiting Cuba as prize winners.
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.
BAR NEWS
The Bar News website provides
bartenders with a window on the
world of authentic Cuban rum
ACTIVATING LOCAL BARTENDER COMMUNITIES
The 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 Cubas cocktail heritage as well as
interviews with contemporary leading bartenders and industry experts.
Havana-Cultura.com
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 Havanas 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 Music Projects
As todays most renowned Cuban rum brand, Havana Club is
committed to sharing the vibrancy of Havanas contemporary
music scene with the widest possible audience.
Since 2009, Havana Club has teamed up with
renowned DJ and producer Gilles Peterson to find
Cubas 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 Petersons first trip to Havana in 2009 resulted in
Havana Cultura, The New Cuba Sound, a double album
recorded at Havanas legendary Egrem studio. It featured
a selection of more than 15 established and up-and-
coming musicians, including Roberto Fonseca, Gente de
Zona, Harold Lpez-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 Surez, backed
by pianist and album co-producer Roberto Fonseca.
Havana Cultura
The Search continues
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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 Daym
Arocena, a Cuban-jazz singer who was part of of the
2014 project. In 2015, she released an EP, Havana
Cultura Sessions - Daym Arocena, as well as her debut
album, Nueva Era, with the support of Havana Club.
in studio
eterson
Gilles P
ltura Sessions
The Havana Cu