This special edition Havana Club 7 bottle has been unveiled by the brand as a stylish addition to the spirit section in convenience stores that highlights cultural artwork. The bottle has been covered in the artwork of Skepta who has taken cultural symbols of Cuba and Nigeria in order to create a label that's as unifying as it is beautiful. The label highlights Ewe Oshun leaves and cowrie shells to showcase the materials used in such traditional items as Guiro textiles and Conga drums alike.
Marketing Director at Pernod Ricard UK Raja Ranerji spoke on the new special edition Havana Club 7 bottle saying, "Rum is the second fastest-growing spirits category behind gin and Havana Club is experiencing double-digit value growth across the off-trade. We are excited to be driving relevance and credibility at a grassroots level with our key consumer and with 3.7 million monthly listeners on Spotify, are delighted to be working with Skepta to recruit younger consumers into the category. In urban areas like Tottenham, London, where Skepta grew up, convenience stores are the cornerstone of the community, a hub for social gatherings and the beating heart of the area.”