Havana Club Selección de Maestros Global Tasting Programme: Blend of Excellence

A couple of inspired brainstorming sessions later, we came up with ‘Blend of Excellence’, a flexible and interactive tasting programme aimed at educating different audiences about Havana Club’s origin, the ‘spirit’ of Cuba, their master blenders, the ‘Maestros Roneros’, and the secrets behind the making of Selección de Maestros. The idea was to keep Cuba at the heart of the project and reinforce the heritage of the brand: Havana Club rums are Cuba in a bottle.

Aside from designing the tasting programme and adapting it to the different audiences, we came up with the overall look and feel of the presentation. We also put together a how-to guide to aid markets in implementing it locally, and designed tools such as tasting mats, event banners, digital invitations, tasting cards and a gift bag. On top of that we produced a video about Cuba to really bring the tasting programme to life.  

We are certainly happy with the finished work, and so is Havana Club International Junior Brand Manager – Miguel Diaz, who said:

‘Working with Circle has been quite an experience; they have a great regard for their clients, and their devotion to a task is beyond expectations. Circle’s ultra-premium approach and sharp propositions came in handy at every developmental stage of our tasting programme for Havana Club Selección de Maestros "Blend of Excellence". Thanks to their hard work and strong creativity we now have another promising training tool for our customers and clients. I would recommend them to any spirit brand, and they will certainly be at the top of my agency list if I want to undertake another project with the Havana Club brand. They really can deliver!’

If you have the opportunity to taste Selección de Maestros, remember it is definitely Cuba in a bottle!