Sunburst graphics capture the glow of the Cuban sun and the dramatic sunsets over Havana’s Malecón, the city’s iconic seafront promenade. Detailed embossing and the distinctive cigar-inspired label further reference Havana’s architectural identity and resilient cultural heritage.
Engraved elements, subtle gold highlights and high-quality finishes create a sophisticated, enduring look. Together, these features communicate the history of Havana and the expertise of the Maestros del Ron Cubano, whose craftsmanship has influenced Havana Club Añejo 7 Años for almost 50 years.
The refreshed packaging gives stronger visibility to the rum’s Cuban origin. The D.O.P Cuba designation and the “Añejo 7 Años” age declaration now have a more prominent position, reinforcing the product’s authenticity, artisanal credentials and demanding production standards. The age statement confirms that the youngest rum in the blend has matured for a minimum of seven years.
The redesign also reflects wider food and beverage industry trends, including food and drink packaging that communicates provenance and quality at the point of purchase. As food and drink consumer trends evolve, brands are placing greater emphasis on food and drink sustainability, food and drink regulations, food and drink marketing and food and drink industry innovation. These priorities sit alongside developments in food manufacturing trends, food processing technology and food distribution trends across the broader sector.
Ian Peart, commercial director, Pernod Ricard UK, said: “This new design brings the quality of the liquid to life in an even more premium and contemporary way, helping shoppers navigate the category while celebrating the heritage and craftsmanship that make Havana Club so special. Importantly, while the look has evolved, the award-winning rum inside remains exactly the same.”