Cuban rum in unique quality: Havana Club presents the Iconica Collection

Asbel Morales, as Maestro del Ron Cubano, belongs to the exclusive circle of the nine great master craftsmen in Cuban rum production. It takes around 15 years to train these best in their field, and since 2022 this expertise has been recognized by UNESCO as an intangible world cultural heritage. At Havana Club, Asbel Morales is responsible for the complex production process that gives the Iconica Collection its unmistakable character. All three rums belong to the Extra Añejo category, which describes the continuous and particularly long ageing process.

The method was developed by the late Maestro Ronero Don Navarro in the 1970s for the Havana Club Añejo 7 Años and is still the gold standard for Cuban prestige rum today. It takes advantage of Cuba's warm climate, which accelerates the maturation process and produces intense aromas through comparatively high evaporation. After natural maturation, some of the rum is removed from its original barrel to be matured again in another barrel as a blend. The continuous ageing process means that the rums in the Iconica Collection are blended with the oldest and finest rums in Havana Club's cellars, with the age indication only reflecting the youngest drop in the bottle.

This unique quality is now also visible in the design of the Iconica Collection, which interprets Cuban tradition in a contemporary way. At the center of the golden sun logo is La Giraldilla, the historical guardian of the city of Havana and a symbol of its grace and strength. The fluted structures in the glass refer to the elegance of Cuba's traditional architecture, create a sophisticated recognition element across the portfolio and also underline the characteristic elements in the taste profile of the different rums.

As an expression of the special exclusivity, the bottles of Havana Club Selección de Maestros and Havana Club Gran Reserva Añejo 15 Años are sealed with wooden corks with an embossed giraldilla, while those of Havana Club Máximo Extra Añejo are sealed with an engraved glass cork. The elegant labels proudly bear the prestigious “Denominación de Origen Protegida Cuba” designation, which guarantees the authenticity of each bottle.

Unique qualities
Havana Club Selección de Maestros has the highest alcohol content in the Iconica range and is bottled at cask strength (45% vol., RRP € 50). This exceptional rum is composed in collaboration by all of Havana Club's Maestros del Ron Cubano and is characterized by a warm amber hue and a deep red shimmer. The new bottle design is inspired by Havana's sunbeams and interlocking iron elements and symbolizes the collaborative process in which the maestros select only the best barrels for bottling. With smoky oak and spicy notes, this rum is smooth on the palate, pleasant and aromatic. Aromas of roasted pecan nuts and spices bear witness to its maturation in wooden barrels. The round mouthfeel on the palate leads to a multi-layered, aromatic, full-bodied taste of cocoa, coffee, sweet tobacco and brown spices. The pleasant finish of smoky oak and spices in combination with candied fruit gives the taste experience a remarkable balance.

The Havana Club Gran Reserva Añejo 15 Años (40% vol., RRP: € 190), aged for at least 15 years, is the only product in the collection with an age statement. The new bottle with its sophisticated all-round pattern hints at the softness of the rum and wonderfully underlines the powerful mahogany color, the bright, full-bodied taste and the careful composition of this blend. The exceptionally long, quality-enhancing maturation process ensures a luxurious, round mouthfeel with incomparably mild tannins and a strong fruity aroma of dried fruit, plums and raisins with clearly recognizable oak notes. The finely balanced composition with aromas of sweet fruit, chocolate, coffee, tobacco and spices provides a smooth texture in the mouth and a long and complex finish with notes of vanilla and cocoa.

The top of the collection is marked by an icon of Cuban rum, Havana Club Máximo Extra Añejo (40% vol., RRP: € 2,500), of which only a maximum of 1,000 bottles are produced each year. This rare rum is presented in a hand-blown glass decanter, which takes the image of the entire portfolio to the next level after the re-launch. The rum's deep amber hue, which is further enhanced by the additional maturation, is brought to life by the modernized design. In terms of scent, this rum is exceptionally rich, intense and persistent. It has a delicate aroma that combines oak and smoky notes with subtle hints of fresh pear, coconut and dried fruits in a perfect balance. Its oaky scents, both dry and sweet, convey a silky opulence and fireworks of dark chocolate, dried fruits and a hint of vanilla. Its warm, long finish has spicy notes.

Asbel Morales, Havana Club's renowned Maestro del Ron Cubano and the visionary behind the Iconica Collection, reflects on the redesign: "This new design is a tribute to our craftsmanship, our heritage and the vibrant Cuban culture that defines Havana Club. Each bottle of the Iconica Collection embodies the excellence of Cuban rum making. As Maestros, we are committed to preserving and passing on these traditions to provide future generations with an experience not to be forgotten that you can enjoy.”

The new design will also be the new standard for all upcoming Havana Club Prestige innovations and limited editions that complement the Havana Club Prestige portfolio.