Havana Club, the award-winning custodian of Cuban rum making, proudly presents the reimagined Icónica Collection – a bold leap into a new era of prestige rum.
This exquisite range of extra-aged and rare rums, enhanced with an elegant, contemporary design, represents the pinnacle of Havana Club’s portfolio and symbolises the finest examples of Cuban excellence. The distinguished collection blends Havana Club’s storied heritage with the highest standards of global luxury, heralding a new chapter in the brand’s legacy.
For more than five decades, Havana Club has been reviving the island spirit with its continuous ageing technique, first pioneered by the late Maestro Ronero, Don Navarro, in the 1970s with the creation of Havana Club Añejo 7 Años.
This revolutionary craft has redefined the standard for all extra-aged and prestige Cuban rums. Today’s newly redesigned collection celebrates Havana Club’s unparalleled craftsmanship, deep-rooted heritage and vibrant Cuban culture with each bottle embodying the artistry and legacy of Havana Club’s esteemed Maestros del Ron Cubano.
At the heart of the Icónica Collection lies the collective force of these Maestros, whose unwavering dedication has safeguarded and refined the art of rum-making through the ages. Their expertise infuses each bottle with a profound cultural legacy, blending time-honoured techniques with innovative touches.
162 medals awarded across international taste and design competitions in 2023.
Inspired by Havana’s revered Giraldilla statute – a symbol of the city’s grace and resilience – the stunning new collection marries contemporary design with timeless Cuban tradition. Just as the Giraldilla stands as a vigilant guardian over Havana, it mirrors the role of the Maestros del Ron Cubano as protectors of rum-making excellence. Each bottle is adorned with a golden Giraldilla and fluted structure, drawing from the elegance of traditional Cuban architecture, creating a consistent and refined look across the portfolio.
The updated design philosophy translates across each bottle, solidifying the collection’s status as the epitome of Cuban craftsmanship with a unified visual identity. Each design complements the other with distinctive elements that reflect the exquisite rums and celebrates their diverse flavour profile and ages.
Exceptional Expressions
Havana Club Selección de Maestros holds the strongest ABV in the Icónica range, bottled at cask strength (45% ABV, RRP €59). This exceptional liquid, collectively crafted and approved by Havana Club’s Maestros del Ron Cubano, is distinguished by its warm amber hue and deep red glow. The new design of the bottle features elements inspired by Havana’s sunrays and interlinking ironwork, symbolising the collaborative process where the Maestros meticulously select only the finest barrels for bottling.
Aged for a minimum of 15 years, Havana Club Gran Reserva Añejo 15 Años (40% ABV, RRP: €209) is the sole age-statement product in the collection. The new bottle, featuring enveloping
patterns that evoke the softness of the rum, beautifully complements its rich mahogany colour, highlighting its bright, full-bodied taste and the blending of rare liquids.
Sitting at the head of the collection is the pinnacle of Cuban Rum, Havana Club Máximo Extra Añejo (40% ABV, RRP: €2,500) of which a maximum of 1,000 bottles are produced annually. Presented in a stunning crystal decanter, this incredibly rare expression was revamped last year, paving the way for a new image across the entire portfolio. The rum’s deep amber glow, enhanced by extra ageing, is beautifully showcased through the modernised design which emphasises both opulence and
sustainability by significantly reducing plastic components. The updated design also introduces exquisite wooden stoppers in place of traditional screw caps, adding a luxurious touch and enhancing the tactile experience. For Havana Club Máximo Extra Añejo, this is further elevated with a glass stopper and hand-blown decanter.
Distinctive labels proudly display the “Denominación de Origen Protegida Cuba” mark, a prestigious seal that guarantees the authenticity of every bottle. Together, these elements 89% reduction of plastic components create a sophisticated aesthetic that reflect the rich cultural provenance and skill inherent in Cuban rum-making.
Asbel Morales, Havana Club’s renowned Maestro del Ron Cubano and the visionary behind the Icónica Collection, reflects on the redesign:
“This transformation is a tribute to our craftsmanship, our heritage and the vibrant Cuban culture that defines Havana Club.
“Each bottle in the Icónica Collection encapsulates the mastery of Cuban rum-making, a legacy now recognised by UNESCO as a World Intangible Heritage. As Maestros, we are committed to preserving and passing down these traditions, offering future generations an experience to be remembered and savoured.”
The revamped Icónica Collection will be rolled out globally over the coming months and widely available across markets early next year, setting a new standard in Prestige rum.
