Havana Club CEO Christian Barré spoke to the Star about making lighter bottles, the company’s stance on moderate drinking, and why the rum business is booming.
Step into nearly any beachside resort in Cuba, or most liquor stores in Canada, and you’re sure to find a bottle of Havana Club waiting on the shelves.
While the decades-long embargo may hamper Havana Club’s reach, the rum business is booming thanks to the COVID-19 pandemic’s ongoing boost to alcohol sales. Havana Club sees Canada, in particular, as one of its most important and deepest markets. Canada is a big rum market. Historically, Havana Club has always had a very good presence in Canada. There is also a significant whisky market in Canada. In fact, just this morning, we reviewed Havana Club Smoky’s performance. Despite COVID and the fact we couldn’t necessarily promote the product as we would have liked, it has performed very well.
You were in the wine business for a while. Are there major differences in terms of how you thought about wine versus Havana Club and the rum business? We also work on more indirect impacts. We take numerous initiatives to reduce our carbon footprint. A very concrete example, I would say, are the changes to our bottles — to reduce the weight of our bottles by 12 to 15 per cent. To produce bottles, you need gas and electricity — it’s a very high consuming industry. The lighter the bottle, the less energy you consume, and the less CO2 impact you have.
There’s a growing scientific consensus that even moderate consumption of alcohol can be bad for you. How is Havana Club thinking about marketing and advertising, given this scientific understanding?
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