Regla Jimenez Gomez. Communications director for Havana Club International and the Museum of Rum

Q- What does the rest of the year have in store for Havana Club International?

A- There’re very intense months ahead of us. We’re involved in highly important marketing actions. We’ll hold the International Cocktail Gran Prix in February next year with a number of national competitions prior to that main event. Lots of countries have already picked their players, and come December Cuba will play host to Italy’s national contest and its own.

Q- Is Havana Club shaping up a new look?

A- Yes. We’re changing the cases and the trademark’s basic elements are getting a new lease on life to kind of making them stand out a whole lot more. The new bottles are beautiful and the labels resemble cigar rings, now sporting brisker colors that meet the eye more easily.

Q- Will bottles as we know them be gone for good?

A- Yes, because there’ll now be a bottle with a sharper image.

Q- Does this change imply a much pricier product?

A- Not at all.

Q- When will the new bottle hit the shelves?

A- It’s been on sale in some countries and it’ll soon make its debut in the Cuban market. The presentation in Cuba will be something very special.

Q- It is hard to sell Havana Club?

A- Marketing is somewhat complex. Rum is sold on a drink-by-drink basis, right behind a counter. You’ve got to treat patrons well. I mean those who come here looking for a drink. That’s why we stress so much on culture and tradition.

Q- What are the top markets?

A- Italy is number one, followed by Cuba, Spain, France, Germany, Belgium and Switzerland. In Latin America, Mexico is on top of the list and Chile is the runner-up.

Q- And what about competition?

A- It’s pretty tough out there. There’re lots of top-notch rums in the world, even here in Cuba, with superb quality. Here on the island, ours is the top-selling brand.

Q- Why can you say that Havana Club is simply the best?

A- We usually taste our rum in the blind. We choose one international sample and one homemade sample brewed out of sugarcane molasses, and Havana Club always takes the cake.

Q- You hold down two major responsibilities as communications director for Havana Club and director of the Museum of Rum. How do you juggle both hats?

A- As communications director, I’m privileged with the enjoyment of Havana Club at its best and I can report on the product’s perks. The museum is a showcase to tell Cuba and the rest of the world about the peerless quality of a product that has definitely put Cuba on the map. The institution is located in Old Havana’s historic core and it’s a living museum with the taste and smell of the finest rum money can buy. We’re talking about the Havana Club Distillery Foundation, a house built in the 18th century that was formerly owned by the Count of Montera.

Q- Many visitors everyday?

A- Somewhere between 250 and 300 tourists a day, and from many parts of the world. Make no mistakes about it; this is a key element when it comes to assessing the quality our product really has.