From Columbus to a global success: A Short History of Cuban Rum

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2 From Columbus to a global success: A Short History of Cuban Rum For centuries, Cuba has been at the heart of rummaking by virtue of the world-famous sugarcane that Christopher Columbus introduced in A favourable Caribbean climate, fertile soil and, most importantly, the expertise of the masters of Cuban rum make up the unique conditions in which the seminal Havana Club liquid is produced. The 19th century saw the production of lighter and more sophisticated styles of rum, known as Ron Superior (Superior Rum). El Ron Superior is the basis of today s Cuban rum: light, smooth, delicate, crisp and exceptional served straight or in cocktails. By 1860, the popularity of Ron Superior was such that there were more than 1,000 distilleries in Cuba. With the arrival of Prohibition in the US in 1920, hordes of Americans flocked to cocktail heaven Cuba in search of revelry, rum and ruin. Mojitos, Daiquirís, El Presidentes and Cuba Libres turned Havana into America s local bar and El Floridita, Hotel Nacional and Sloppy Joe s hosted masses of intellectuals, celebrities and politicians. The repeal of prohibition did not end the revelry; visitors came for the casinos, nightclubs and the vivacious spirit of the Cuban people. The fame of Cuban rum was spreading fast, and with it, export increased. The earliest rums were made by locals, sailors and buccaneers who fermented Cuba s exceptional sugarcane into tafia. By the turn of the 19th century, Pedro Diago, now known as the father of Cuban rum, had refined the process with the introduction of copper stills and the development of the first ageing methods, whereby the aguardientes were aged in pots buried in the earth. Today, Havana Club perpetuates this success by retaining the traditions of Cuban rum making.

3 A Cuban Rum El Ron de Cuba Rum has always been a part of Cuban culture, from the rough sugar cane alcohols of ancient history to the refined distilled spirit developed over the centuries since sugar cane came to Cuba. The weather, the soil, the culture of sugar cane and the inclination of Cubans to get together to celebrate life has made Cuba the perfect place for making rum. Over the years, experts have perfected the art of crafting Cuban rum and passed it down from one generation to another: we call them los Maestros del Ron Cubano. They are the people who guard Cuban rum-making tradition, selecting the finest sugar cane, watching over its transformation, distillation, ageing and blending. It takes about 15 years of learning the craft of rum-making first-hand from the eldest Maestro del Ron Cubano to become a member of this select group. As Don José Navarro, Primer Maestro del Ron Cubano says, Rum has no magical recipe. It s a cultural heritage, passed on from Maestro to Maestro, from heart to heart, from one Cuban to another. employs over 500 Cuban natives. In 2007, Havana Club inaugurated a new rum distillery in San José de Las Lajas, which specializes in aged dark rum. Havana Club is exported to more than 120 countries around the world, excluding the US, with one third of sales still enjoyed at home. Itis not only a Cuban icon, but now one of the fastest growing spirit brands in the world, enjoying 20 years of strong double-digit compound annual growth (source: Pernod Ricard, ). The figures are phenomenal. In 2016, Havana Club sold over 50 million bottles (4.2 million cases) and ranked 23rd in the Impact Top 100 in It is the No 3 international rum brand in the world outside the US and the worldwide leader in super premium and above rums. Havana Club has come a long way. In the 1970s, Cubaexport had one ambition: to create and export a premium Cuban rum that would embody the terroir, tradition, culture and values of its land and people. It chose Havana Club as a brand name because it is so evocative of the Cuban spirit. A new logo was created, symbolizing the sunshine that makes its rum so rich, the warmth of the Cuban people and the Giraldilla, the emblem of the city of Havana and its free spirit. With the abandonment of the Havana Club trademark in the US in 1973 by a former owner, and the granting to Cubaexport of the registration of the Havana Club trademark in the US three years later - and in place ever since - everything was ready. In 1993, Havana Club International S.A. was established a joint venture between Cuba Ron S.A and Pernod Ricard which set out to develop Havana Club even further internationally via Pernod Ricard s strong distribution network. Since 1994 Havana Club has been a priority brand for Pernod Ricard and Havana Club shares an emblem with the city of Havana, Cuba, the Giraldilla. The Giraldilla statue a favourite symbol of Havana honours Doña Inés de Bobadilla, Cuba s lone woman governor, who replaced her husband, Hernando de Soto, when he left to conquer Florida and explore much of North America. He died in 1542, but Doña Inés spent years watching out for him to return.

4 Havana Club Rum: The Taste of Cuba Each rum in Havana Club s comprehensive range is created through a unique ageing process known as añejamiento. From white to dark, all Havana Club rums have been aged to at least the stated age; Havana Club Añejo 7 Años only contains rums that have aged for a minimum of 7 years up to those that have aged for up to 14 years. The quality of Havana Club rums has been recognised by many of the world s most influential spirits competitions, including the Chicago Beverage Testing Institute, the San Francisco World Spirits Competition, the International Wine and Spirit Competition, the International Spirits Challenge, the Ministry of Rum and The Rum Masters. From white to dark aged, Havana Club rums are very diverse, but they all share the same consistent qualities: complexity, smoothness and intensity. Each passing year I realise with greater certainty that Havana Club is the taste of Cuba, that it is the historic continuity of the original Cuban rum, and that it has its homeland. Don José Navarro, First Master of Cuban Rum

5 Respecting the tradition of ageing The art of ageing is the essential element of Havana Club s rum-making and is carefully carried out according to the Cuban tradition of successive ageing and blending. of barrels is crucial: the wood gives colour, aroma and complexity to ageing rums. Young barrels are selected for their tannic properties while old barrels will allow the rum to breathe. Cuba s sugarcane forms the basic raw material at the heart of Havana Club rum. Guarapo the juice from the sugarcane is boiled until it crystallises. The remaining thick, rich, sweet substances are known as molasses or mieles (honeys) in Cuba, which are then fermented with yeast and the purest of water to become "batición". This mixture is then distilled to produce the clear and fiery aguardientes - the true soul of Havana Club rum. The aguardientes go through a number of stages of ageing and blending to create "ron fresco" (young rum). This young rum is then successively aged and blended again until the master of Cuban rum decides it is the highest quality. This last act of blending is called the toque, or final touch. All Havana Club rums are aged in American white oak barrels that once aged whiskies. The choice All rums in the Havana Club range are aged - from young pale rums to aged and extra-aged rums, including: Blanco, 3 Años, Añejo Especial, Añejo Reserva, Añejo 7 Años, Selección de Maestros, Añejo 15 Años, Havana Club Unión and Havana Club Máximo Extra Añejo. Their age statement indicates the youngest rum in the bottle. Watching over my rum as it ages is, for me, as intense as a religious experience. An ageing cellar is like a cathedral of fragrances, a temple of aromas, which I enter with an infinite respect and devotion. Don José Navarro, First Master of Cuban Rum The Havana Club distillery in San José de las Lajas In the sugarcane field Asbel Morales, Master of Cuban Rum

6 The Art of the Masters of Cuban Rum Havana Club s masters of rum are the guardians of the well-kept secrets of the Cuban art of "añejamiento", a distinctive ageing process exclusive to Cuban rum. Under the leadership of Don José Navarro, the team works together to create an exceptional rum of outstanding quality that lives up to the Havana Club name. The rum doesn t come from a magical combination. It is a cultural legacy, passed on from Maestro Ronero to Maestro Ronero, from heart to heart, from Cuban to Cuban. Don José Navarro, First Master of Cuban Rum Using their combined knowledge and remarkable passion, they carefully monitor every stage of the distillation and blending process. The masters of Cuban rum are trained for at least 15 years before being appointed. They respect the quality of the ingredients, learn the noblest traditions from their forefathers and generously leave their own creations to age, so that future generations can enjoy the fruits of their labour. Trained by First Master of Cuban Rum, Don José Navarro, the Master of Cuban Rum Asbel Morales heads up distillation and blending of rums at the San José distillery, which specialises in dark aged rums. Juan Carlos González, recently appointed First Master of Cuban Rum, oversees production of white rums at the Santa Cruz del Norte distillery.

7 A Rich Bartending Heritage Havana Club rum has its roots firmly established in the famous cocktail-making city of Havana From the start of the 20th century, the Cuban capital gave birth to a raft of cocktail greats including the Mojito, Cuba Libre, Daiquirí, Canchánchara, El Presidente and Mulata. as the destination for authentic Cuban Mojitos. Numerous celebrities including Ernest Hemingway, Errol Flynn and Greta Garbo became regulars at these famous venues, contributing to Havana s fame. A true bartender s capital, Havana s cocktail history dates back over 90 years, when bartenders from all over the world travelled to the island to learn from native Cuban cantineros and work in bars and hotels in the city. A unique style of cocktail-making was born and in 1924, the Club de Cantineros (Cuban Bartenders Association) was founded. Havana's bars quickly gained popularity across the world: El Floridita became known as the Cradle of the Daiquirí and Bodeguita del Medio gained fame

8 Mojito: A Legendary Cuban Cocktail A version of the Mojito first appeared at the beginning of the 20th century before being made popular by La Bodeguita del Medio in the 1950 s. Since then, the Mojito has gone on to become the most popular cocktail in the world. Bartenders and connoisseurs all around the world believe there is no better rum for an authentic Cuban cocktail, so Havana Club has become a firm favourite for preparing Mojitos worldwide. Havana Club 3 Años is the ideal rum for making Mojitos because its three-year ageing enables aromas of flower, sugarcane, herbs and citrus to develop and enhances its mixability in cocktails, particularly in Mojitos. It is used by the cantineros in Cuba s most famous bars - Bodeguita Del Medio and El Floridita. This successful initiative has been travelling throughout Europe since its launch in May 2012, bringing a taste of the authentic Cuban Mojito to consumers around the continent. For further information visit:

9 Do everything from the heart In 2015, Havana Club released a new advertising campaign entitled You just know when it s from the heart, which seeks to bring the brand s values to life to consumers around the world. The new creative builds on Nothing Compares to Havana, which launched in 2011 to communicate the deep-seated link between Havana Club and its home, Cuba. You just know when it s from the heart has evolved to communicate Havana Club s core values of creativity, passion and camaraderie. Illustrating the love of music and dance, the authenticity of the brand s range of rums and Cuba s cocktail-making culture, the campaign endeavours to raise awareness of the spirit of Cuba and Havana Club. We re very excited about launching this new global campaign, says Nick Blacknell, Marketing Director for Havana Club International. The people of Havana are known for giving everything they ve got and always acting with passion and commitment, whether living life or making rum. You just know when it s from the heart sums up this distinctive attitude. It gives a special flavour to everything in particular our rum!

10 Havana Club Museum of Rum The Havana Club Museum of Rum offers visitors a chance to experience the rum-making process first hand, as well as an insight into the origins of Cuba s most popular spirit. Situated in the historic UNESCO-protected district of Old Havana, the museum is housed in a renovated 18th-century colonial townhouse. Through guided tours, guests can experience every step of Havana Club s production process, walking across the sugarcane gallery and exploring a reconstructed traditional distillery with an ageing cellar. In the fermentation and distilling rooms, wooden casks, copper distillation columns and pipes further demonstrate the production process. The tour concludes at the tasting room s immense wooden bar, which is reminiscent of the drinking establishments that made Havana famous in the 1930s. The museum, which also includes a bar, a shop with the whole Havana Club range and an art gallery, has welcomed more than two million visitors since it opened in 2000.

11 Havana Cultura by Havana Club Founded by Havana Club International S.A. Havana Cultura is a global platform for the promotion of Cuban creativity in all its forms. Embracing music, literature, film, design, architecture, visual and performing arts, Havana Cultura is brought to life through a multimedia website as well as cultural projects and events around the world. François Renié, Communication and Brand Social Responsibility Director at Havana Club International, explains: At Havana Club, we are proud of our Cuban roots and culture, and believe that it is essential to support our artists by promoting their work internationally. Contemporary Cuban culture is extremely vibrant, whether it s Cuban music, visual or performing arts, cinema or literature it all adds magic to our brand and flavour to our rum.

12 APPENDIX THE HAVANA CLUB RANGE COCKTAILS EDUCATION HAVANA CULTURA

13 The essential ingredient for Cuban cocktails, starting with the most authentic Cuban Mojito. Havana Club 3 Años is a blend of Cuban rum bases, each aged for a minimum of three years in white oak barrels to provide an excellent balance of lightness and flavour. The expression presents a unique character that enhances the taste of a cocktail while adding delicate notes that can easily combine with other ingredients. Thanks to its mixable profile, Havana Club 3 Años is the ideal expression for many rum-based cocktails and has become one of the bartending community s favourite spirits. 100% made and aged in Cuba, Havana Club 3 Años is the only rum that will give a Mojito a distinctive, authentically Cuban taste. In the words of Juan Carlos González, First Master of Cuban Rum: It is difficult to imagine that another white rum could exist with the same strength and complexity of aroma and flavour as Havana Club 3 Años. Tasting notes Havana Club 3 Años light straw color reveals its age, since every single drop has been aged for a minimum of three years. The nose reveals a full bouquet of smooth aromas, with hints of oak, molasses and sugar cane combined with fruity and fresh notes bringing complexity and a fragrant richness to Havana Club 3 Años cocktails. The palate is well-balanced and complex, offering a sweet, mildly fruity flavour with a light hint of citrus that perfectly demonstrates the know-how and skill of the Masters of Cuban Rum in the art of blending.

14 100% crafted and double aged in Cuba, ideal to make the ultimate Cuba Libre. Havana Club Añejo Especial is a blend of young and old rum bases created with a perfectly smooth and balanced flavour. After the initial blend is created, Havana Club Añejo Especial is double aged in younger white oak barrels, selected by Havana Club's masters of Cuban rum to enhance the aromas of the expression with soft notes of vanilla. Tasting notes Havana Club Añejo Especial has a 100% natural bright, golden colour and well-balanced with complex aromas released through the double ageing process. On the nose, the expression opens up with sweet vanilla notes from the younger white oak barrels followed by light spicy notes with a hint of flowers and oak. A soft and pleasant palate adds to the sweet and vanilla aromas with traces of cinnamon and tobacco. The lightness and refinement of the flavour offers orange zest without any bitterness. Perfect serve Havana Club Añejo Especial s aromatic strength makes it ideal for mixing with Cola, but also provides enough character and roundness to be enjoyed neat. Created with absolutely no added sugar, colours or artificial flavours, Havana Club Añejo Especial is the perfect golden rum to create the ultimate and most authentic Cuba Libre. Simply add a wedge of fresh lime and top up with Cola to enjoy this well-known Cuban classic.

15 Havana Club ANe jo 7 ANos The Original Cuban Sipping Rum Havana Club Añejo 7 Años was the first extra-aged Cuban rum that showed the world how rum could be enjoyed neat. In the 1960s, masters of Cuban rum pioneered a new chapter in the history of Cuban rum: Havana Club 7, which with its continuous ageing process earned the name El Ron Fundacional : the rum that laid the foundations of a new level of rum quality, instilling character and depth into every drop. Havana Club 7 consists of many different aged rum bases the youngest of which is 7 years old, giving Havana Club 7 its unique taste and deep layers of flavour. Each season, a portion of our new batch of rum is put back into the barrel, to slowly age and mature for several more years, ready to be used in future production. This cyclical process of ageing, maturing and refinement continues, so that Havana Club 7 will always contain the spirit of that original batch from decades ago. The result is greater than the sum of its parts, with each having a story to tell within the magnificent whole. Special enough to be enjoyed neat or served in a Rum Old Fashioned. In Cuba we say salud to Havana Club 7, a huge emblem of national pride, demonstrating that Cuban rum can rival the finest spirits anywhere in the world. Generations in the making: our living heritage and iconic legacy for the future. Tasting notes So what does Havana Club 7 taste like? Just like a fine wine, it is the taste of the Cuban terroir that comes through, from the world-famous Cuban tobacco, to the rich and sweet fruits of a Cuban garden, to spices and vanilla from the continuous ageing.

16 HAVANA PEOPLE The people behind the rum Havana Club 7 is made from pure Cuban ingredients. Cuban sugar cane, the unique Cuban climate and lastly Cuban people. This multitude of characters all add their personal touch every day with passion and care to craft this national rum icon. Havana Club International invited Cuban documentary photographer Leysis Quesada to work on the project Meet our people and challenged her to bring out all the characters behind the making of the rum. but also following them into their homes to discover more about them. "Working on this project has been a great experience that allowed me to identify with the characters behind the creation of this rum from a professional and human point of view. Constant contact over a period of time gave me direct insight into their truths, emotions and traditions, which I tried to reflect through my work. Most importantly, I was able to work freely without constraints, which makes all the difference in keeping my personal style. From the creator of the rum Don José Navarro to the coopers that make the barrels, Leysis captured the character of these people not only at the distillery The project is available to view online at

17 THE ESSENCE OF CUBA BRINGING OUT THE FLAVOURS OF HAVANA CLUB ANEJO 7 ANOS In 2014, Havana Club linked up with award-winning company The Bitter Truth to create The Essence of Cuba, a new range of drinks flavourings inspired by Havana Club Añejo 7 Años, providing bartenders and cocktail enthusiasts around the world with a completely new way to serve and enjoy the expression regarded as the epitome of Cuban rummaking excellence. flavour extractions are also taken from roasted coffee beans, honey, tropical fruits and a selection of fermented leaves respectively to create the four different flavour variants. The recommended serve involves adding three dashes of The Essence of Cuba to 40ml of Havana 7 and ice, to create a drink that is complex in flavour, yet straightforward to make. The Essence of Cuba adds a playful element to the experience of drinking classic super premium spirits, allowing bartenders to experiment with the flavours of Havana 7 in their signature serves and cocktails. Distributed to key customers and bartenders exclusively by Pernod Ricard s salesforce worldwide, the flavourings have been developed especially for Havana 7 by The Bitter Truth, which was founded by accomplished bartenders Stephan Berg and Alexander Hauck in The Essence of Cuba range includes four flavourings - Island Fruit, Aromatic Leaf, Coffee and Honey - all of which are designed to highlight the natural flavours and aromas of Havana 7, the first Cuban rum crafted specifically to be sipped. Each flavouring is crafted using a combination of traditional and modern production techniques to enhance the aromas and tastes naturally found in Havana 7. The range is made exclusively from natural ingredients through a slow maceration process with Havana 7 as the base and additional aromas of herbs, spices, roots and barks. Single

18 The Elliott Erwitt Havana Club 7 Fellowship Legendary Magnum photographer Elliott Erwitt s lifelong love of photography has finally taken him back to Cuba more than 50 years since he shot his original iconic images and candid close-ups of Che Guevara and Fidel Castro during an assignment for Newsweek. This new body of work has been created to announce the inaugural Elliott Erwitt Havana Club 7 Fellowship, which will be awarded annually to an exceptional photographer who will then travel to Cuba to create their own unique body of work that captures the soul of Cuba and the essence of Elliott Erwitt s unrivalled style of photography. Havana Club 7 have taken the initiative in creating this opportunity. These new images have been first exhibited alongside the original 1964 photographs during the Unseen Photo Fair in Amsterdam in 2015, before being made available for sale in a limited edition. Ten editions of a selection of seven images will be sold in support of the Fellowship to fund the next photographer being awarded, alongside a yearly contribution of 25,000 EUR from Havana Club - thereby offering each successive photographer the opportunity to benefit the next in line in order to continue the legacy of Elliott Erwitt and celebrate the culture, history and tradition of Cuba. Recruited to Magnum Photos by Robert Capa in 1953, Erwitt has been a member of the prestigious agency ever since and has served several terms as its president. A visual poet and humorist of everyday life, he has created some of the most memorable images of our time including iconic personalities such as presidents John Kennedy and Richard Nixon, Soviet premier Nikita Khrushchev, Marilyn Monroe on the set of the film The Misfits and Truman Capote s epic 1966 Black and White Ball. The Elliott Erwitt Havana Club 7 Fellowship will be run in conjunction with Havana Club, the world s leading Cuban rum brand, which embodies the heritage and supremacy of the Cuban rum-making tradition. Being able to document the land that gave birth to Havana Club rum with a living legend, while also enabling others to do so in the future aligns perfectly with the brand s cultural ethos. The passing on of knowledge from the rum masters to the next generation is central to Havana Club rum culture and its production, much like a master photographer passing his craft onto his apprentice, ensuring that the craft and legacy lives on. On the Fellowship, Elliott Erwitt says It is so important to document Cuba at this time because this will become their legacy and it is inspiring that

19 THE HAVANA CLUB ICÓNICA COLLECTION: AN ICONIC COLLECTION OF RUMS Havana Club is celebrating the genuine tradition and heritage of Cuban rum with the Havana Club Icónica Collection: a range of game-changing prestige rums to rival the best luxury spirits on the market. The collection showcases the high quality of Cuban rums, which can be enjoyed sipped and savoured either neat or on the rocks. Selected products from the collection are already available in key markets across the globe which includes five exceptional extra-aged rums, each with its own very distinctive character: Havana Club Selección de Maestros, Havana Club Añejo 15 Años, Havana Club Tributo, Havana Club Unión and Havana Club Máximo Extra Añejo. All the rums in this luxury range are a delicate and inimitable expression of the art of rum making: Each is created by blending the finest reserves of aged rums before letting the spirit slowly balance in the legendary cellars of Havana Club. The crafting process is conducted under the expert hands of the masters of Cuban rum, who each spend at least fifteen years training to learn the complex art of rum making - the process of distilling, ageing and blending premium rums, which is passed down through the generations of masters of Cuban rum. All the rums carry the Havana Club name, which is synonymous with devotion to Cuban culture and a guarantee of the brand s commitment to the genuine tradition and the highest quality of Cuban rum production. First Master of Cuban Rum, Don José Navarro, said: The masters of Cuban rum and I are incredibly proud of the Havana Club Icónica Collection. Together we have dedicated a huge amount of time and energy to ensure that each product in the range is a true testament to the tradition of the masters of Cuban rum. With richly complex and distinctive flavours, each of the expressions is a manifestation of our devoted work and a reflection of our Cuban heritage.

20 Havana Club Selección de Maestros Triple Barrel Aged rum Havana Club Selección de Maestros represents the ultimate expression of the extraordinary collaboration between the members of the Guild of Masters of Cuban Rum, led by the talented Don José Navarro. that have been carefully selected for the aromatic properties of their wood, so that the liquid can develop its character and intensity. Finally, the masters of Cuban rum meet for a second time to select the rums that have perfectly matured. They will create the final blend, which is bottled straight from the barrel at 45% ABV. Tasting notes Havana Club Selección de Maestros is distinguished by a warm amber hue and a deep red glow. On the nose, toasted pecan and spice showcase the wood ageing. On the palate, a round mouth feel leads to a complex, flavourful, full-bodied palate of cocoa, coffee, sweet tobacco and brown spices. A pleasant smoky oak and spice finish combined with candied fruits give the taste experience a remarkable balance. All our Havana Club rums come to life from the hands of a master of Cuban rum, but Selección de Maestros is crafted by all the masters of Cuban rum collaborating with Havana Club Don José Navarro, First Master of Cuban Rum Havana Club Selección de Maestros is a triple barrel aged rum, the result of a unique creation process. First, the masters of Cuban rum gather and select the finest and most exceptional aged rums. After blending, these rums are matured further in barrels Smooth on the palate, pleasant and aromatic, it offers an exotic journey through a world of tastes, comment the masters of Cuban rum. Awards The unique finishing process of Havana Club Selección de Maestros gives the rum its unrivalled aromatic bouquet and an exceptional smoothness. These qualities have been rewarded by some of the world s most influential spirits competitions, with accolades including Gold medals at The Rum Masters, the International Spirits Challenge, San Francisco World Spirits Competition and the Beverage Testing in 2014.

21 Havana Club Añejo 15 Años A rare and limited release of an extra-aged rum Havana Club Añejo 15 Años is a limited edition for passionate connoisseurs who appreciate a rare and luxurious Cuban rum. Añejo 15 Años has the brightest elements of Cuban rum: an exceptionally long and quality ageing process that results in a luxurious, smooth mouthfeel, with incomparable softness of tannins and a very fruity aroma Don José Navarro, First Master of Cuban Rum Havana Club Añejo 15 Años is produced in very limited quantities - just 58 barrels a year - through a process of blending and re-ageing hand-selected rums and aguardientes in oak barrels. The name Añejo 15 Años indicates that the final blend contains rare rums that have been aged for at least 15 years. This unique ageing process helps develop truly distinctive aromas and flavours and gives the extra smoothness that is the hallmark of a top quality rum. Tasting notes With its distinctive character and elegance, Havana Club Añejo 15 Años is a bright and full-bodied liquid, with a rich, mahogany colour. Dried fruits, prunes and raisin aromas stand out with oak notes. In the mouth, a wealth of well-integrated flavours of sweet fruit, chocolate, coffee, tobacco and spices create a smooth texture. The finish, which is long and complex with notes of vanilla and cocoa, brings to life the long and natural ageing process of Añejo 15 Años. Awards Havana Club Añejo 15 Años has received many awards over the years, which underline its quality. In 2012, the International Spirits Challenge, one of the most respected and influential spirits competitions in the world, rewarded it with a Trophy.

22 Havana Club Tributo Collection A new limited edition series that pays tribute to ultra-premium Cuban rum and the knowhow of the masters of Cuban rum. "Creating the Havana Club Tributo Collection is a fascinating process, as each release will provide a new and unique taste experience, achieved through experimentation with rum bases from our reserves" Asbel Morales, Maestro del Ron Cubano. As a tribute to the best that Cuban rum has to offer, Havana Club Master of Cuban Rum, Asbel Morales, will personally select the finest aged bases from cellar reserves to create each annual release, with a very distinctive and unique taste. With only 2,500 bottles of each rum being released every year, the Havana Club Tributo Collection is set to appeal to spirits connoisseurs and collectors alike. During its launch at the Cuban Habanos Festival in March 2016 the expression also received high praise from cigar aficionados. Tasting notes The 2017 release of Havana Club Tributo presents a transparent amber glow. On the nose, the expresion is aromatic to begin with, with distinctive aromas of miel de caña, sugarcane honey and raisin. This is balanced with the subtle wooden notes coming from oak. On the palate, the expression is extremely intense and complex, with outstanding dry notes as result of a prolonged ageing aguardiente. This combines with classical notes of chocolate, tobacco and coffee, with a spicy and lingering aftertaste.

23 Havana Club UNION The recent launch sees Cuban rum paired with Cuban cigars in world 'first' "Havana Club Unión is a truly prestige rum, deeply rooted in Cuban culture and heritage" Asbel Morales, Master of Cuban Rum. Launched globally in 2015, Havana Club Unión is a prestige rum created to match another renowned Cuban luxury Cohiba cigars. Havana Club Unión is the product of a close collaboration between Havana Club s Master of Cuban Rum, Asbel Morales, and Cuba s most renowned Cigar sommelier, Fernando Fernández. Together they have crafted the perfect blend of Cuban heritage, tradition and know-how. Asbel Morales has been inspired by the process of how tobacco leaves are aged, blended and matured, to create Havana Club Unión. By selecting small batches of rare rums that have been repeatedly aged and blended, Morales has created a prestige rum that matches the beautiful, creamy texture and full-bodied flavour of the classic Cohiba Siglo VI cigar. Tasting notes Nose: The rich aroma of the liquid balances oak and smoke with subtle tones of citrus, coconut, dried fruits and coffee. Palate: Softly woody on the palate, Unión presents notes of sweet vanilla, chocolate and dried fruit flavours and a rich aromatic finish. Perfect serve Havana Club Unión is enjoyed by rum connoisseurs as a slow-sipping rum, neat or on the rocks. For the ultimate tasting experience, it is best paired with a Cohiba Siglo VI cigar.

24 Havana Club Máximo Extra Añejo The supreme expression of Cuban rum "There will never be a rum that better expresses the Cuban rum culture and its rich tradition than Havana Club Máximo Extra Añejo" Don José Navarro, First Master of Cuban Rum. Havana Club Máximo Extra Añejo is handcrafted from rare, extra-aged rums and enshrined within an elegant crystal decanter, hand-blown by a master glassmaker. The creation of Havana Club Máximo Extra Añejo is a unique adventure and personal odyssey of patience and faith for the masters of Cuban rum, and also a cultural journey through Cuba s history and tradition of rum production. It is handcrafted by blending the finest and oldest rum reserves that have been left to age in Havana Club s cellars, respecting the genuine tradition of Cuban rummaking. This process ensures that only 1,000 bottles of Havana Club Máximo are crafted every year. A precious decanter Havana Club Máximo Extra Añejo is presented in a delicate crystal decanter, which allows its vibrant, amber glow to shine through. The graceful lines of the decanter are inspired by the traditional decorative arts of Havana, which are renowned for their elegance. Havana Club Máximo Extra Añejo is the purest expression of this refinement. Each decanter is individually hand-blown and numbered by a master glassmaker, the attention to detail that a rum as exceptional as Havana Club Máximo deserves. Tasting notes Havana Club Máximo Extra Añejo has an amber glow, deepened by extra ageing. On the nose, the expression is outstandingly rich, intense and persistent, yet has a delicate aroma that balances oak and smoky notes with subtle tones of fresh pear, coconut and dried fruit. Both dry and sweet, its oaky flavours impart a silky opulence and a cascade of dark chocolate, dried fruits, and a hint of vanilla. Its warm, long finish presents spicy notes.

25 Cuban cocktails deserve a Cuban rum The World's 50 Best Bars have consistently selected Havana Club as the best rum to create authentic Cuban cocktails such as the Mojito and Daiquiri. Bodeguita del Medio's Mojito In a highball glass, muddle two whole mint sprigs with the juice of half a lime and a spoonful of white sugar. Fill with ice cubes, pour in 50ml of Havana Club 3 Años, top with sparkling water, stir and garnish with a mint sprig. El Floridita's Daiquiri Pour 50ml of Havana Club 3 Años into a blender along with two barspoons of white sugar, the juice of half a lime and a dash of maraschino liqueur. Blend well with crushed ice and serve in a cocktail glass. Cuba Libre and Cubata Pour 50ml of Havana Club Añejo Especial into a highball glass filled with ice. Add a squeeze of fresh lime juice, top with cola and stir lightly. For a Cubata, follow the same recipe using Havana Club Añejo 7 Años. El Presidente Stir over ice, 50ml of Havana Club Añejo 7 Años, 25ml of white French vermouth, 15ml of curação triple sec and a barspoon of grenadine. Strain into a chilled cocktail glass and garnish with an orange twist. To create a richer, more full-bodied Presidente, use 60ml of Havana Club Selección de Maestros, 20ml of red vermouth, 10ml of curação triple sec and a barspoon of grenadine. Stir over ice, strain into a chilled cocktail glass and garnish with an orange twist.

26 Havana Club INTERNATIONAL Cocktail Grand Prix The Havana Club Cocktail Grand Prix, one of the world s longest running and largest cocktail challenges, has been honouring the world s best bartenders and their outstanding rum mixing skills since its first edition in Focusing on the art of bartending and classic cocktails, the competition takes place every two years in Havana and draws visitors from all corners of the world, proof of the global popularity of authentic Cuban rum. Over the years, some of the world s top spirits influencers and bartenders have been invited to judge the competition including renowned drinks writers Jared Brown and Anistatia Miller, rum and whisky expert Dave Broom, Global Rum Ambassador Ian Burrell and expert mixologists Tony Conigliaro and El Floridita's Alejandro Bolivar. Cuba has long been a pioneer in the cocktail world, evidenced by the foundation of the Asociación de Cantineros de Cuba in 1924 the first ever global bartender association. The ACC has been a strong supporter of both Havana Club and the Cocktail Grand Prix for more than two decades, remaining to this day a major partner. Like the country s iconic cocktails, Cuba s identity is a fusion of far-reaching influences from cultures such as Spain, Africa and China. Highlighting Cuba s spirit of multiculturalism, contestants are asked to create a cocktail recipe using only ingredients that can be found in Cuba. Competitors are judged on the quality of their drinks, knowledge and mixing techniques, as well as the cocktail s overall image. The Cunyaya, Amaury Cepeda s winning drink The Havana Club Cocktail Grand Prix 2016 s official poster by Cuban artist Giselle Monson In addition to the Grand Prix global final itself, Havana Club hosts a number of seminars and workshops hosted by top spirits specialists, as well as Havana Cultura concerts, all of which create a week-long festival vibe in the heart of Havana. The Grand Prix has become one of the most renowned and anticipated cocktail competitions among bartenders and spirits connoisseurs. The 11th Havana Club Grand Prix in 2016 welcomed 44 competitors from 43 different countries, with one wild card entry selected through Facebook a truly global event Havana Club International Grand Prix 2016 winner Amaury Cepeda Havana Club s website havanaclub. com/bar-news features the results of the competition and regular updates throughout the event.

27 Masterclass, Hungary, November 2014 Havana Club Masterclass The Havana Club Master Class currently trains some 3,000 bartenders each year Aimed at bartenders and influential members of the on-trade, the Master Class covers all aspects of the authentic Cuban rum brand: its heritage and tradition, its quality, its authenticity, its culture, its cocktail tradition and the unique way to blend and to age rum in Cuba, guided by the expertise of the masters of Cuban rum. The Master Class also includes demonstrations on how to create classic and contemporary cocktails using various rums from the Havana Club range. The sessions conclude with a quiz, with the winner receiving a trip to Cuba. Through these sessions, Havana Club has built a close network of key industry professionals interested in the brand s portfolio of authentic Cuban rums. Since 2005, Havana Club s education team has visited more than 80 countries all over the world. More than 25,000 bartenders and top professionals have taken part, with more than 1,000 visiting Cuba as prize winners.

28 Bar News The Bar News website provides bartenders with a window to the world of authentic Cuban rum. Activating local bartender communities The Bar News blog (originally Havana-Cocteles) was first created to provide the on-trade community with frequent updates on the legendary Havana Club Cocktail Grand Prix edition. Today, the website provides bartenders with insights into Cuba s cocktail heritage as well as interviews with contemporary leading bartenders and industry experts. HAVANA-CULTURA.com Since its launch in 2007, Havana-Cultura.com has become the ultimate online reference where contemporary Cuban culture is concerned. Available in four languages, the website features an ever-expanding collection of artists profiles that include a video interview, biographical information, pictures and music samples. Over 150 artists have been interviewed to date, amounting to almost 24 hours of video content, to create a unique insight into Havana s vibrant arts scene and one of the most complete online sources of information on Cuban culture. Other digital tools such as the Havana Cultura newsletter, Facebook page, Twitter account and Youtube channel keep fans up to date on all the latest news and views.

29 Havana Cultura Music Projects As today s most renowned Cuban rum brand, Havana Club is committed to sharing the vibrancy of Havana s contemporary music scene with the widest possible audience Since 2009, Havana Club has teamed up with renowned DJ and producer Gilles Peterson to find Cuba s most promising talents across a wide range of musical genres, including jazz, rap, hip hop, R&B and reggae. Recently, the project evolved by fostering collaborations between emerging music producers from around the world with Cuban talents. In 2014, Havana Club selected ten international Producers through a remix contest and invited them to participate in 4 days of intensive studio sessions in Havana to record live instruments and voices for their tracks. The album Havana Cultura Mix The Soundclash, was released with Brownswood Recordings in October Gilles Peterson s first trip to Havana in 2009 resulted in Havana Cultura, The New Cuba Sound, a double album recorded at Havana s legendary Egrem studio, featuring Roberto Fonseca, Gente de Zona, Harold López-Nussa, Descemer Bueno, Yusa A few months later, remixes were curated by renowned DJs Carl Cox, Louie Vega, Solal and MJ Cole to populate a second album, Havana Cultura Remixed. Later that same year, Gilles Peterson recorded Havana Cultura Sessions a highly praised four-track album featuring vocalist Danay Suárez and backed by pianist/ co-producer Roberto Fonseca. Two years later, a new chapter was written with the release of a new anthology, Havana Cultura, The Search Continues. The album welcomed new artists, including Arema Arega, Osdalgia,Interactivo, Kola Loka and El Micha. The Havana Cultura Mix project discovered Daymé Arocena, a young Cuban jazz singer. In 2015, she released an EP, Havana Cultura Sessions Daymé Arocena, as well as her debut album, Nueva Era, with the support of Havana Club. Most recently, Havana Cultura ventured into the mystical world of rumba, a foundational Afro- Cuban genre. The Havana Club Rumba Sessions project gave way to both a documentary retracing the genre s origins and evolution as well as a compilation of remixes that bridged the gap between traditional rumba and modern dancefloors. Havana Cultura The Search continues Rukaiya Russell with Sexto Sentido Daymé Arocena Gilles Peterson in studio

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