Havana Club expands premium offering

Havana Club expands premium offering
By Doug Newhouse, 12 November 2009

Istanbul Airport is to be the next European travel retail outlet to
launch Havana Club's Máximo Extra Añejo E.1,400 ($2,097) bottle on
December 1, 2009 - a product which is aimed mainly at true rum connoisseurs.

Havana Club's ultra premium reference was initially listed in Frankfurt
Airport and in Paris TE in July 2009, where successful sales have led to
it being rolled out in further European travel retail outlets.

Following the success of its summer promotion, Frankfurt Airport is also
running its Havana Club's Máximo Extra Añejo promotion again this month:
"Our promotion for Havana Club's Máximo Extra Añejo has been a great
success so far and we hope by extending our launch we will introduce our
ultra-premium range to more customers", said John Smailes, Regional
Marketing Manager, Pernod Ricard Travel Retail Europe.

Stephan Tasch, Gebr. Heinemann's Retail Manager at Frankfurt Airport
added: "Right from the beginning of the promotion, many passengers
showed great interest in Havana Club Maximo Extra Añejo. They requested
more information about this exceptional product and showed quite a
willingness to buy."

TREND-News.com / Havana Club expands premium offering (12 November 2009)
http://www.trend-news.com/default.asp?newsid=7103