“We are confident that someday we will get to America because there is no reason why a client cannot enjoy good Cuban rum.” These were the optimistic words of Jérome Cottin – Bizonne , CEO of the Corporation Havana Club International, in an interview to OnCuba after the official presentation of the new brand of rum in the northern nation registered for sale in that market, when the U.S. economic embargo against Cuba is lifted.
As part of the celebrations for the twentieth anniversary of the creation of the Cuban – French company, the lead manager of the entity shared with this publication the interest that Havana Club continues its attempts to conquer a neighboring and accessible market, and spoke of the dispute surrounding the trading name of the rum which is drank in over one hundred countries, leaving large dividends, and is an ambassador of Cuban beverages, in complicity with its French ally.
What is Havanista?
Havanista is a brand of rum, belonging to the Havana Club International SA Corporation, and registered in the U.S. in 2011. We designed this product because we are confident that one day we can sell in that country when the restrictions imposed by the blockade are lifted. We adopted this name as the current Havana Club brand is in dispute in that country.
The idea came some years ago but was completed only two years ago. However, now the official launch takes place in the context of the twentieth anniversary of the corporation.
Is it a new drink?
No. We just want to clarify that this is not a new drink: the same Havana Club rum, but with a new label name, due to legal issues Havana Club is facing in the United States. This is the Havana Club Añejo 7 years with the same design and new brand.
Why Añejo 7 Años?
We decided that because it is flagship of Havana Club, iconic, elegant. It is a product known worldwide.
The beverage is expected to be sold in the United States when the blockade is lifted, but where can it currently be found?
It is currently sold in the Rum Museum to present to everyone that we have a product ready for sale in the United States when circumstances are conducive. It’s good that foreigners come, know that institution, and learn about Havanista and Havana Club brand in general.
Why cannot Cuba register the Havana Club trademark in the United States?
The Havana Club trademark was registered in the United States in 1976 and was recognized by that nation at that time. As many know, there you must renew your registration every ten years. This was done in 1986 and then in 1996.
However, in 1998 legislation was introduced in the U.S. Congress, which required a license given by a specific organism of that nation to renew the brand. In 2006 we went to record it back to the Office of Registration of the Trademark and officials raised us that they agreed with it, but that they required that permission that finally we didn’t get.
That law is meant for Havana Club, was made just for her, and is unconstitutional. For 30 years we had the right to register and suddenly it was not possible. That goes against international law.
What happened afterwards?
Following this situation we began litigation, for not having the right to renew is against the principles of intellectual property recognized worldwide and in the United States itself. We have had the support of many organizations such as the Chamber of Commerce of the United States, which considers that such legislation has no reason to be. And we also have the support of the World Trade Organization, which does not endorse this course of action because it undermines the principles of international business.
But as yet we don’t have license to renew the brand and hopefully sometime they will lift the blockade, so we decided to launch this new name to sell rum. The registration process was very simple.
How has the history of the corporation in these 20 years been?
Very successful. In the early years, we sold approximately 400,000 9-liter cases, and we are almost in 4 million. So, we have multiplied the number tenfold, as well as our sales by 15.
What are the main markets?
Besides Cuba, the main markets are in Europe: Germany, France, Italy and Spain, with 80% of exports. We have very strong growth prospects that Havana Club is a very healthy brand that continues to grow with the support of our distributors.
We further raise exports with the help of good marketing and industrial relations to ensure the development of quality products. Our rum is present in over 120 countries, and Havanista launch is proof of our willingness to continue conquering new markets in the future.
Author
Redacción OnCuba
The idea came some years ago but was completed only two years ago. However, now the official launch takes place in the context of the twentieth anniversary of the corporation.
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