“Times change, people change, an icon endures. This is the story of the Havana Icónica Collection”
Havana Club, the world-renowned custodian of Cuban rum-making, is raising the bar with its latest launch—the reimagined Icónica Collection. This strikingly sophisticated range of extra-aged and rare rums is set to captivate rum connoisseurs and luxury spirits enthusiasts, marking a bold leap into a new era for Cuban rum. Combining rich heritage with innovative elegance, the Icónica Collection exemplifies the very best of Havana Club’s craft and Cuban excellence.
For over five decades, Havana Club has been a beacon of quality in the world of rum, redefining standards with its continuous ageing technique. This pioneering approach, introduced in the 1970s by Havana Club’s legendary Maestro Ronero Don Navarro, forever changed the landscape of prestige rums. Now, with a sleek redesign and elevated craftsmanship, the Icónica Collection embodies the artistry and cultural legacy of Havana Club’s Maestros del Ron Cubano —the guardians of the brand’s renowned rum-making tradition.
A New Vision for a Storied Legacy
At the core of the Icónica Collection is the enduring expertise of Havana Club’s Maestros, who have safeguarded and honed the art of Cuban rum-making for generations.
The collection’s new look pays homage to this legacy, drawing inspiration from Havana’s iconic Giraldilla statue, symbolising the city’s grace and resilience. The bottle design, adorned with a golden Giraldilla and intricate fluted structures, seamlessly blends contemporary luxury with traditional Cuban architecture.
This aesthetic unity stretches across the portfolio, with each bottle telling its story through distinctive design elements. Whether it’s the delicate patterns of the Gran Reserva Añejo 15 Años or the sun-kissed motifs of the Selección de Maestros, the Icónica Collection offers a visual and sensory journey into the heart of Cuban rum-making.
The Pinnacle of Cuban Rum
The standout expressions in the collection offer something for every rum enthusiast – even if rum is not your favourite spirit, there’s something for everyone:
• Havana Club Selección de Maestros (45% ABV, €59) delivers the strongest alcohol-by-volume of the range. The cask-strength rum boasts a warm amber hue, reflecting the meticulous craftsmanship of Havana Club’s Maestros. Its bottle design, inspired by Havana’s ironwork and sunrays, mirrors the collaborative process of selecting the finest barrels for bottling.
• Havana Club Gran Reserva Añejo 15 Años (40% ABV, €209) is the collection’s only age-statement product. Aged for a minimum of 15 years, this rich, full-bodied rum is celebrated for its deep mahogany colour and soft textures in the mouth, perfectly reflected in its sleek, enveloping bottle design.
• The crown jewel, Havana Club Máximo Extra Añejo (40% ABV, €2,500), offers a truly exclusive experience. With only 1,000 bottles produced annually, each presented in a hand-blown crystal decanter, this rare rum is the ultimate expression of Cuban rum mastery. The revamped design, featuring exquisite wooden and glass stoppers, reduces plastic components while still amplifying opulence and sustainability.
A Celebration of Cuban Culture
Every bottle in the Icónica Collection proudly bears the Denominación de Origen Protegida Cuba seal, guaranteeing authenticity and showcasing the rich cultural provenance behind each pour. This newly refreshed portfolio is not just a collection of rums but a celebration of Cuban heritage, artistry, and innovation.
Luxuriate Life was lucky enough to attend the Iconica Collection’s launch dinner, meeting, chatting to and tasting with Havana Club’s legendary Maestro del Ron Cubano, Asbel Morales. Reflecting on the launch, Asbel said: “This transformation is a tribute to our craftsmanship, our heritage, and the vibrant Cuban culture that defines Havana Club. Each bottle encapsulates the mastery of Cuban rum-making—a legacy now recognised by UNESCO as a World Intangible Heritage.”
And Asbel knows what he’s talking about. Becoming a Maestro Ronero requires a minimum of 15 years of training to perfect the art of rum making. The knowledge is not taught but is an heirloom: passed down through generations of Maestros. It is only the chosen few who possess exceptional skill and dedication that are deemed worthy of the title of Maestro del Ron Cubano by their peers.
As Havana Club’s revamped Icónica Collection rolls out globally in the coming months, rum aficionados can look forward to experiencing the ultimate in Cuban rum-making. These exceptional rums offer not just a taste of Cuba but a journey into the island’s true character and soul. Now, where’s my cigar?!
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All imagery courtesy of Havana Club