Havana Club

Taking a global brand back to its roots

A bottle of Havana Club 7-year rum sits on a wooden table alongside a lit brass lamp, a classic turntable being adjusted by a hand, and the headstock of an acoustic guitar.
Eight different bottles of Havana Club rum lined up on a wooden table with soft sunlight streaming in through window shutters in the background.
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“Pearlfisher has done a brilliant job to unveil a new look for Havana Club 7 that speaks of our proud Cuban roots and the people behind this revered rum. Capitalising on the growing global demand for high quality sipping rums, this new bottle will bring our Cuban spirit to international Havana Club fans and continue to support our leadership of the super-premium rum category.”

Nick Blacknell

Marketing Director
Havana Club

A new chapter in Havana Club’s story

The further a brand travels, the more it has to remember its roots.

After 25 years of global success, Havana Club, one of the world's most iconic rum brands, had lost its Cuban accent, and it no longer spoke with confidence - anywhere.

It was time to bring clarity back to this growing portfolio. That called for a stronger identity. An ownable identity. One that could bring every expression together, and capture the individuality of each rum, all with a premium visual language that would breathe new life back into Havana Club.

The answer, of course, lay in Cuba. We took the brand back to its roots - a place rich in culture, heritage and unmistakable verve. Working with Cuban artists, we blended two core Cuban aesthetics – 19th century cigar art and screen printing to bring the island’s unique exuberance and premium craft together.

We began with Havana Club 7, before extending across the portfolio through a new brand vision, architecture and visual identity.

We also introduced Iconica, a prestige tier that strengthened Havana Club's position in luxury sipping rums while elevating Havana Club as a whole.

The result is a spirit born from an authentic spirit. More expressive. More connected. More Cuban.

A brand rooted in identity, strong global presence and a story that only Havana Club can tell.

Havana Club logo forming slowly on a black background.
A bottle of Havana Club 7-year rum sits on a wooden table alongside a lit brass lamp, a classic turntable being adjusted by a hand, and the headstock of an acoustic guitar.
A repeating grid pattern featuring various Havana Club rum labels, including Especial, Añejo 7 Años, Smoky, and Cuban Spiced varieties against a dark background.
A bottle of Havana Club Cuban Spiced spirit drink sits on an outdoor table in the foreground while two people hold glasses with ice and mixed drinks in the background.
A close-up, top-down shot of someone holding a bottle of Havana Club Especial rum while another person nearby holds a highball cocktail with ice and a lime wedge.
An embossed gold logo featuring a stylized figure over a sunburst design, with the text "ICONICA" and "Havana Club" printed underneath on a neutral background.
A bottle of Havana Club Icónica Selección de Maestros rum displayed alongside a gold cocktail shaker, a glass garnished with an orange twist, fresh orange slices, and coffee beans on a light blue surface.
An elegant decanter bottle of Havana Club Máximo Extra Añejo rum flanked by two filled snifter glasses on a bar cart, set against a sunlit window overlooking city architecture.
A low-angle silhouette of the bronze La Giraldilla statue standing atop a stone pillar against a clear, pale blue sky.
A design sketch and rendering showing architectural lines, bottle proportions, handwritten text "Tall Proud Serene," and an outline comparing the bottle's shape to the La Giraldilla statue.
Three bottles of Havana Club rum displayed in a row against a textured wall with shadows casting behind them.

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