Havana Club looks to transform rum’s image from ‘cheap’ to premium

Havana Club is on a mission to capture a bigger slice of the premium rum sector by changing public perceptions around the spirit.
Speaking to Marketing Week, the brand’s communications director François Renié says even though the market is diverse and includes premium options, rum is still very much seen as “fun” and not premium.
“Rum still has a dominant perception of being cheap and we are fighting to get the luxury, prestige or high quality image that we