Cuban rum brand Havana Club has joined forces with lifestyle brand Places+Faces to launch a limited-edition bottle available exclusively through convenience retailers in July, and rolling out in grocers from August. The collaboration marks four years since the duo’s first collaboration and Impulse retailers will also see the bottle offered with a gift with purchase – a set of Havana Club playing cards illustrating different brand serves.
The vibrant colours and textures of Havana inspired the bright and summer feeling of the limited-edition Havana Club 7 x Places+Faces bottle. Bringing together elements inspired by the Cuban sky and sun, the bottle label takes direct inspiration from the Places+Faces key “+” icon, and the colour palette, golden cap and Havana Club logo in gold foil, ensures the bottle will standout on-shelf. The collaboration captures the spirit of celebration, and Havana’s electric energy.
The bottle is complemented by a selection of merchandise in the Places+Faces signature style, including t-shirts and a hoody. These items will be available to purchase on placesplusfaces.com from 24 July, with 50 per cent of sales going to Black Learning Achievement and Mental Health (BLAM).
Founded by Imran Ciesay and Solomon Boyede (Ciesay and Soulz) in 2013, Places+Faces has evolved to encompass photography and film creation, streetwear, and nightlife experiences across the world. Havana Club and Places+Faces invited rapper Headie One and model Ming Savannah, to feature as their ‘faces’ in the collaboration content, with both bringing their distinctive UK edge and energy to the dynamic cultural exchange that the campaign represents. (View the campaign film here.)
“Havana Club is proud to invest in long-term relationships with a collaborator like Places+Faces," said Josh McCarthy, Brand Director at Pernod Ricard UK. "We deeply value and respect the creative vision and community standing of Ciesay and Soulz, and we’re excited to team up with them once again on the 10th anniversary of the cult fashion brand and celebrate the electric energy of Havana by bringing it to UK streets. Over the last few years we’ve built a solid position as a street culture icon amongst Generation Z, and this partnership continues a run of authentic collaborations from the bestselling rum brand.”
The limited-edition bottle is being supported by a digital and social media campaign, as well as out of home. Havana Club has also developed a range of POS materials for grocery and convenience stores to disrupt the shopper journey. Rum is performing ahead of the total spirits category and Havana Club is growing +2.9 per cent value in the Off-Trade, well ahead of the total Rum category
