HOW TO ATTRACT A NEW AUDIENCE TO A FRESHER TAKE ON RUM
Encourage Havana Club rum drinkers who are tempted to move on from a core white rum drink, to try a brand new, fresher, more natural take on rum
25-40 yr old drinkers are increasingly veering away from sweet rum cocktails in search of more natural, herbal flavourings
Position new Havana Club Verde as combining the fresh taste of gin with the fun of rum.
It breaks the current rules of rum, balancing the classic white rum flavour with the herb taste of natural botanicals, the freshness of citrus and the sweetness of honey.
- Customer Insight
- Brand Positioning
- Brand Design