In addition to jaw-dropping beaches, colonial cities and the warmth of its people, Cuba captivates thousands of visitors around the world thanks to many other culture-oriented allures in which Havana Club rum –acknowledged all around the world as Cuba’s rum– is just another symbol.

Havana Club International S.A., a joint venture founded in November 1993 following the merger between Corporacion Cuba Ron S.A. and France-based Pernod Ricard Group, is in charge of the brand’s international development through the group’s distribution network. Since its foundation, the company has steadily achieved major outcomes in terms of global sales, which have ramped up to 3.3 million 9-lt. cases, a milestone that eventually put the brand in the 23rd position of the top-100 Impact Premium Spirits world ranking by the end of 2009. To deal with the increasing demand of the global rum market, in February 2007 HCI S.A. opened the world’s largest factory of aged rum in San Jose de las Lajas, a facility properly equipped to provide good aging conditions, outfitted with cutting-edge technology and well-trained staff to guarantee high-quality throughputs. Preference for Havana Club rum has also marked the Cuban market in which sales steadily increased since 1993 through 2008 before taking a dip in 2009 as a result of the world economic crisis. Distribution on the island nation is in the hands of the Cuba Sales & Marketing Division, an infrastructure that secures the presence of a complete portfolio of the world’s finest spirits throughout the domestic market. That effort is conducted by means of seven territorial divisions and a couple of sales offices. For its part, the Museum of Rum –it received the one millionth visitor in 2009– brings tourists closer to the history, tradition, making process and quality of the rum of Cuba. A rock-solid sense of pertaining, a clear-cut mission and a positive vision are the name of the game for the company’s employees for they know well the brand and what it means to the Cuban culture. As director general Marc Beuve-Mery puts it, “… everybody is proud of working for Havana Club (…), so we have to support, recognize and contribute to that vision of what we are doing. Each and every one of our workers, either in the bottling line, accounting, distribution or sales, shares that same vision, a vision we all share.” A modern and experienced institution capable of producing, distributing and marketing Havana Club rum and other brands in the domestic market, coupled with a top-notch brand, the knowhow of its excellent master rum makers, a state-of-the-art aged rum factory, well-defined objectives, men and women willing to cope with challenges and who know how to cash in on the opportunities offered by today’s world market, are no doubt the company’s main strengths and the warranty of continuation for many more achievements to come as it keeps its sight locked on the future.