The spirits industry is undergoing a remarkable transformation, as brands are strategically reimagining their product lines to captivate a modern audience. Gone are the days when simply introducing a new flavor would suffice; instead, leading drinks companies are now utilizing innovative branding and re-packaging techniques to re-engage consumers. This article will explore two notable examples: the Havana Club Icónica rum collection by Pernod Ricard and the Highland Park single malt whisky by Edrington. Both brands are not just redefining their legacy but also signaling a broader shift in how premium spirits are marketed and celebrated.
Havana Club is a brand steeped in history, with roots tracing back over fifty years in the Cuban rum market. Its Icónica collection represents the pinnacle of its offerings, now enhanced with a sophisticated new look. The rebranding effort focuses on more than just aesthetics; it embodies craftsmanship honed over decades that has received international accolades for both taste and design. By shifting to a more elegant packaging design—such as wooden stoppers replacing mundane screw caps—Havana Club evokes a sense of luxury that aligns with modern consumers’ desires.
At a recent launch event in Paris, the brand delivered a striking visual experience that merged nostalgia with luxury. With the backdrop of a vintage Chevy Impala evoking a retro Cuban atmosphere, it set the stage for Icónica’s unveiling. This repackaged approach strives to highlight the brand’s deep-seated heritage while simultaneously paving the way for a new chapter that caters to a more affluent consumer base. As observed by Asbel Morales, the current rum master, each bottle encapsulates a sophisticated legacy marked by UNESCO recognition. This is significant, as it affirms the brand’s commitment to preserving traditional Cuban rum-making while evolving its market appeal.
The Icónica lineup features three main expressions, with price points that reflect their premium nature. The Selección de Maestros starts at around €59 ($62), while the Gran Reserva Añejo 15 Años elevates the experience to €209 ($220). The crown jewel, Máximo Extra Añejo, priced at €2,500 ($2,100) and presented in a lavish, hand-blown crystal decanter, not only showcases the liquid’s rarity but also acts as a status symbol for collectors and enthusiasts alike. The impending global rollout of these expressions aims to capture the attention of affluent consumers in key markets, including Germany, France, and the UK.
Similarly, Edrington’s Highland Park whisky is embarking on an ambitious rebranding journey, moving away from its formerly dominant Viking-themed imagery to embrace a softer, more modern identity. Located in the Orkney Islands, Highland Park has always marketed itself with a rugged, masculine aesthetic steeped in Norse heritage; however, to resonate with a broader, younger audience, the brand is refining its narrative.
Highland Park’s new target demographic is primarily millennials, specifically those aged between 25 and 35. Jeremy Speirs, who oversees global travel retail for Edrington, emphasizes the need to engage younger consumers who have distinct preferences and expectations. By highlighting the brand’s provenance—focusing on the uniqueness of its Orkney roots, heather-infused peat, and the natural beauty of the island—Highland Park aims to create a more relatable and accessible image that invites new drinkers into the fold.
Slated for a significant future rollout, the revamped look for Highland Park whisky will be introduced in travel retail outlets. The first expressions, including 14-, 16-, and 18-year-olds, have undergone a dramatic redesign featuring vibrant colors and intricate patterns that reflect the rugged Orcadian landscape. This marks a departure from traditional dark packaging, aiming to attract both genders with a fresher, brighter aesthetic. The new series emphasizes the gentle complexity that characterizes Highland Park, blending smoky notes with floral undertones derived from the distinctive heathered peat.
Gordon Motion, the master whisky maker, encapsulates this sentiment well; he remarks that the unique flavor derived from Orkney’s heathered peat is as exceptional as the region itself. As the packaging updates seek to place the quality of the whisky at the forefront, the brand is also keen to communicate the distillery’s long-standing commitment to heritage—now in a format that appeals to contemporary sensibilities.
Both Havana Club and Highland Park exemplify a broader trend within the spirits industry: the blend of heritage and innovation to attract new consumers. By revamping their branding and packaging while retaining their core qualities, these brands are not just preserving but enriching their identities. As the spirit of luxury evolves, consumers can expect to see even more creative interpretations of tradition, ensuring that the story of each brand continues to resonate through time.
Leave a Reply