| 03/03/2021 – 10:48 am (GMT-4)
The “monetary order.” This is the culprit, according to Amed Alvarez Teix, Director of Sales and Marketing Cuba of the signature Havana Club, that all the products of this mark disappeared in the month of February of the establishments in the island.
Rum, which was one of the ubiquitous products in Cuban markets (To the point that some of them complained last year that it was the only one that appeared on the counters) He also suffered the same fate as food, and began to run short when the new year began.
The fault, according to Alvarez, was the “negotiations that we necessarily had to do with customers to set new prices in CUP, and this happened in disarray.”
Despite the poor planning shown by his statements, the official also assured that “we are already in the phase where we can ensure productive support in both MLC and CUC stores, it is something we have established as a marketing strategy. “.
“We are replenishing the market and a gradual recovery in sales volumes is perceived,” he added.
Interrogated by the official media journalist Cubadebate on possible production problems, Alvarez replied that it is not the production of roneras plants that has been affected. “We have production in the roneras even anticipating that there could be an oversupply of the population,” he said.
However, in November last year, the company reported that it had decided to withdraw the plastic dispenser which was inserted in products such as the Havana Club Añejo Blanco, the Havana Club Añejo 3 Years and the Havana Club Añejo Special, for the delays in the arrival in Cuba of the essential raw material to manufacture this component.
Rum production is a priority for the Cuban authorities, according to Sergio Valdés, Havana Club’s director of market development, at a press conference last year.
Havana Club’s exports are growing and the product has consolidated its presence in new markets, as is the case in China, where in 2019 it increased its sales by 20%.
All Cuban rums are marketed in the domestic and international market. Havana Club concentrates the largest production and claims to be the third largest brand in the world in the marketing of spirits.
The San Josep ronera, in southeastern Havana, produces the dark liquors of Havana Club. The machines work tirelessly filling, labeling and sealing thousands of bottles of Añejo Especial, Añejo Reserva, 7 years, Selección de Mestres and other varieties of the brand.
Havana Club Internacional is a joint venture between the Cuban state corporation Cuba Ron and the French giant Pernod Ricard, owner of other well-known labels such as Absolut or Chivas.
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