havana club 7 years burna boy

Pernod Ricard has launched a new limited-edition Havana Club 7 Years bottle in collaboration with Nigerian singer Burna Boy.

The bottle is available exclusively to the convenience channel throughout July at an RRP of £26.99 before a launch into wider grocery next month.

Its design features several references to Nigeria, including the Rivers State region where Burna was born, and palm leaves on the logo as a reference to the African Union Emblem.

The launch marks Havana Club’s third limited-edition bottle launch in three years, following two collaborations with rapper Skepta. The supplier is increasing the number of bottles produced to 72,000, compared with 60,000 last year.

It comes as rum is performing ahead of the total spirits category, with Havana Club seeing double-digit value growth in the off-trade and Havana Club 7 growing by 29% in impulse stores annually.

Marnie Corrigan, brand director at Pernod Ricard UK, said: “Convenience stores will once again debut this limited-edition bottle, serving local residents first and recognising the integral role local businesses have within the community. Our previous collaboration helped recruit a younger adult audience, and we’re confident this campaign will further accelerate brand growth and cement Havana Club 7 Years as a street culture icon amongst Generation Z.”

Pernod Ricard has launched a campaign in support of the launch including out-of-home and digital advertising, PoS materials and a campaign film.

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