The invitation had to stay in through the throat of the leaders of Pernod Ricard, world's number two spirits, and leave them with a bitter taste in my mouth. Cubaron, State monopoly of the cuban rum, and Diageo, a global leader in distilled spirits, announced on Tuesday the creation of a joint venture. His mission? Export from anywhere in the world, the rum Santiago de Cuba, the name of the second city of the island. Cubaron is still married to Pernod Ricard in 1993 and the creation of the joint venture Havana Club International.
" READ ALSO - Major manoeuvres around the capital of Pernod Ricard
At the time, the "barbudos", weakened by the collapse of the soviet empire, their ally since the revolution of 1959, sought currencies from the west. Blessed by Fidel Castro himself, the alliance has made it possible to do Havana Club, the first rum to Cuba, one of the biggest successes of the spirits of these past few decades. The brand, which has sold 55 million bottles in the world last year, is entered in the top 100 spirits. And this, while the cuban products remain banned in the United States (largest market in the world for hard liquor) by virtue of the embargo...
" READ ALSO - Pernod Ricard shares his recipes for even faster
In fact, this infidelity cuban was predictable and no surprise at the paris headquarters of Pernod Ricard, site of the United States. On the one hand, Cubaron had never committed to an exclusive relationship with the French group ; on the other hand, the success of the Havana Club has created a lot of jealousy and put the water at the mouth of the other groups of spirits ; finally, Cuba is again in the hunt of foreign currencies: the financial bonanza from Venezuela and Brazil will dry out dangerously, threatening the cuban economy. But, even if Havana Club is no longer the only cuban rum sold out of the island, Diageo will have a hard time duplicating the success with Santiago de Cuba, despite its alliance with Moët Hennessy. For its part, the infidel Cuba, owner of rum (Varadero, Mulata...), is open to new connections with groups of spirits...Updated Date: 16 August 2019, 00:00