Havana Club rum ready to enter Chinese market

Havana Club, a Cuban rum brand mostly sold in Europe, is now entering the Chinese market, said an executive of the rum company on Saturday.

"China is a rapidly expanding market, making it very interesting to us," said Sergio Valdes, business development director of Havana Club International, told Xinhua at the 33rd Havana International Fair.

And the company is taking a specific set of actions targeting the Chinese market, Valdes said.

One of the moves is to forge strategic alliances with La Casa del Habano, a store chain which sells Cuban cigars and other products around the world, whose stores in China would allow Havana Club to reach the existing Chinese consumers.

"China is discovering many new ways to enjoy a drink. Young people are looking for new things, which stand out from traditional products, such as cognac or whisky. This is where Cuban rum has a good opportunity," Valdes said.

Havana Club rum is the world's 24th most sold alcohol, with 4 million nine-liter cases exported to over 140 countries every year, mostly Britain, France, Germany, Italy and Chile, with 80 percent of its exports claimed by Europe and another 15 percent by Latin America and Canada.

The blockade imposed by Washington has prevented Havana Club rum from getting access to the U.S. market, yet the company voiced its readiness to enter it as soon as the blockade is lifted. Endi