CubaPLUS Magazine

A work of collective artistry and a symbol of distilling expertise, the newly redesigned Havana Club Selección de Maestros bottle was officially unveiled this Friday by company executives.

The launch took place at Casa Havana Club in Old Havana, before members of the national and international press. The event highlighted the significance of this milestone, which reinforces the brand's commitment to tradition and innovation while celebrating the unparalleled savoir-faire behind the creation of authentic Cuban Rum.

During the press conference, Michael Merolli, CEO of Havana Club International S.A. (HCI), noted: “We are launching a new image, but the liquid remains unchanged; its essence and soul are the same. We are celebrating 15 years of this incredible product that is Selección de Maestros.”

“Selección de Maestros is an exceptional, unique expression with 45% ABV that truly embodies the excellence of Havana Club. This is the message we want to convey to the world. Havana Club is the definitive Rum of Cuba and the market leader. It is currently the third-ranked rum brand globally—even without access to the U.S. market—boasting a growing presence in 125 countries,” Merolli emphasized.

According to industry specialists, Selección de Maestros is one of the most distinctive expressions within the brand’s portfolio. It reflects the mastery of Havana Club’s Maestros del Ron (Rum Masters), materialized in an exclusive piece recognized worldwide as an icon of deep cultural heritage. Furthermore, it serves as the gateway to the prestigious Iconic Collection, the pinnacle of Havana Club’s ultra-premium extra-aged rums.

The conference also featured Amed Álvarez, National Director of Sales and Marketing for Havana Club, along with the brand’s five resident Rum Masters.

Havana Club International S.A. was established in November 1993 as a joint venture between the Cuban company Cuba Ron S.A. and the French group Pernod Ricard, with the goal of developing the brand on a global scale. Today, it stands as the third-largest international rum brand in the world and the global leader in super-premium and superior rums. Since 1994, the brand has earned 576 international awards, a testament to the undisputed quality of Cuban Rum.