Cuban and Caribbean brands, Havana Club and Malibu, have launched two branded bars on board cruise ship, Birka Paradise, at a time when interest in cocktails in Scandinavia is rising.

 

Pernod Ricard Travel Retail Europe says it will host monthly Havana Club and Malibu beach parties for a period of at least two years, to increase brand awareness and consumer trial by providing added entertainment for the 1,300 passengers on each cruise, through new product launches, promotions and events.

 

“The rum category is growing across the Nordic region, mainly driven by golden/dark rum – however, white rum is declining. Growth is also driven by an increased interest from Nordic consumers in both home and bar consumption of quality cocktails with premium spirits and ingredients,” Christian Løn (left), Area Marketing Manager, Pernod Ricard Travel Retail Europe, tells TRBusiness. “We aim to meet this demand for genuine cocktails in our Birka Paradise bars, for example with a perfectly served Cuban mojito or a Cuban daiquiri, and are confident they will be well received as the majority of the Birka Paradise cruise passengers are Swedish.”

 

Launch parties first took place on 28 June with DJ Uncle Eric mixing Latin beats and Morten Schønning, Brand Ambassador White Spirits at Pernod Ricard Denmark, holding a cocktail training session for Birka Paradise bartenders.

 

 

Jessica Jonsson, Brand Manager, Birka Paradise comments: “The beach party was a great success. Both our employees and the passengers had a great time and expressed their enjoyment. In addition, the event had a very positive effect on our sales in the bars. Therefore, we have decided to host a new Malibu and Havana Club beach party once a month in collaboration with Pernod Ricard Travel Retail Europe.”

 

Birka Cruises runs 22-hour cruises from Stockholm via Mariehamn, each day on Birka Paradise. The company also organises some weekend cruises in the summer, and special cruises at Christmas and New Year’s Eve.