Sales of Cuba’s Havana Club rum –22^nd in the world’s ranking– increased in the international market, said Marketing and Sales Director of Havana Club International S.A. Ivette Martinez.

“Sales increased in the more than 50 nations where it is sold, including Germany, France and the United Kingdom, where sales doubled over the last two years,” the expert said.

In 2010, almost 3.8 million of nine-liter boxes were sold, and the company expects to reach 4 million by the end of December 2011.

Martinez noted that these figures would be higher if the U.S. blockade on Cuba did not exist, given that that country consumes 17 percent of the world’s high quality rum production.

But the Federal Court of Appeals in Washington decided not to renew the
permit Cuba had purchased to sell this product in the United States in 1976.

Director General of Havana Club International S.A. Marc Beuve-Mery spoke of the advertising campaign the company has launched to advertise the product in Europe, Latin America, Africa and Asia.

The company has also designed a new strategy to position the brand on the Internet and social networks. Havana Club is the forth band on the list of this line of products reporting the fastest growing rates behind Absolute (vodka), Johnny Walker and Jameson.

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