10 March 2021 By db_staff Pernod Ricard-owned rum brand Havana Club has launched its first spiced expression aimed at attracting millennial and Generation Z drinkers. Havana Club Cuban Spiced combines Cuban rum with “exotic flavours and warming spices” to create a new flavour profile. According to the distiller it has flavours of sweet vanilla, aromatic spice, guava, toasted coconut and fresh pineapple. Pernod Ricard hopes the new variant will appeal to both new and existing rum drinkers looking to explore the category, and recommends serving the spirit mixed with coke, ginger, or coconut water. Anne Martin, global marketing director at Havana Club International, said: “The concept behind Havana Club Cuban Spiced was to create a product which would appeal to a growing audience of spiced fans while also celebrating our renowned double aged rum for which we are famous. We know that more than two-thirds of young adults that purchase rum opt for spiced [Dunnhumby data] offerings so we have a created a fusion of exotic flavours that will appeal to these drinkers.