Havana Club serves up mojitos in Munich

By Caroline Sargent |

Celebrating Germany’s love affair with rum, Havana Club is bringing its ‘Mojito Embassy’ to five airports across the brand’s number one export market this summer, starting with a fun subsidiary activation around ‘International Mojito Day’ on 11 July in Munich.

 

As the Mojito Embassy’s premier location, travellers through Munich Airport will be able to sample the ‘fresh and invigorating’ Havana Club Añejo 3 Años mojito. Brand ambassadors will also be on hand to introduce them to Havana Club Anejo 7 Anos, Havana Club Especial and Havana Club Seleccion de Maestros.

 

The German market continues to rise with a +8.5% volume increase in 2013, and sustained double digit growth for the past 5 years, making it a prime target for Pernod Ricard Travel Retail Europe to share its ‘Authentic Cuban’ experience with consumers.

 

After exploring the brightly coloured space inspired by the rustic bars and street cafés of the Cuban capital, travellers are encouraged to share their Mojito Embassy experience through images, quotes or videos using the hashtag #WhatsyourCuba.

 

Libby Wilding, Brand Manager for Havana Club, comments: “This consumer experience celebrates the local passion for the product and encourages passengers to interact with the brand they know and love. Dialling up Cuban heritage is a concept that Havana Club should take ownership of. We look forward to the conversation continuing online with our #WhatsyourCuba campaign.”

 

According to the IWSR 2013 report, Havana Club grew at +3% globally in 2013, representing 2.7% of total rum category volumes, including value for money brands in developing countries.

 

The Havana Club Mojito Embassy tour is scheduled to touch down in Munich Terminal 2, Berlin Tegel, Berlin Schonefeld, Nuremburg and Cologne, followed by London Gatwick South Terminal, and Schiphol Central and West, later on this summer.

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