Havana Club Rum Thrives Amid Cuba's Sugar Cane Crisis
Havana Club International, a joint venture between Cuba Ron and Pernod Ricard, continues to produce its renowned rum despite Cuba's plummeting sugar cane harvests and escalated tensions with the United States.
Despite the ongoing U.S. trade embargo and sanctions, which prohibit Cuban rum imports, Havana Club exports its products to 125 countries worldwide. Its key export markets include Germany, France, Spain, and Italy, generating significant foreign currency revenue for the Cuban government.
Despite record-breaking low sugar cane harvests in Cuba, Havana Club officials maintain that production of their iconic rum remains secure. The company collaborates with AZCUBA, the state sugar company, to ensure a steady supply.
"We are the rum of Cuba," states Christian Barre, CEO of Havana Club International. "Our export strategy and development depend on a strong base in Cuba."
Between July 2023 and June 2024, Havana Club sales increased by 8%, indicating its resilience amidst economic challenges. The company aims to expand its presence in China, which Barre deems "the market of the future."