PARCE RUM Competitors

The Havana Club International S.A. joint venture was established in November 1993 by the Cuban company Cuba Ron S.A., responsible for rum production, and the French Pernod Ricard Group, to grow the Havana Club brand internationally via Pernod Ricard’s strong distribution network. Since 1994, Havana Club has been a priority brand for Pernod Ricard. Since 2003, Havana Club International S.A. has also overseen the distribution of key international brands from the Pernod Ricard portfolio in Cuba. In 2007, Havana Club International S.A. inaugurated its state-of-the-art dark rum distillery in San José de las Lajas to meet the increasing demand for aged rums. Havana Club is a world leading premium rum brand and one of the international leading brands in super-premium and above rums. In FY25, Havana Club grew +1% in value, driven by strong premiumisation across its portfolio. Havana Club is exported to more than 125 countries around the world, and is known as "El Ron de Cuba", THE Cuban rum.

After arriving in Cuba from their native Spain, Benjamin and Eduardo Camp, and partner, Evaristo Alvarez, founded Matusalem Rum in 1872. Matusalem Rum was the preferred rum in Cuba for its exquisite taste and smoothness. Matusalem's reputation spread the world over when Cuba became the destination of choice for celebrities and trendsetters from the 1930's through the 1950's. However, with the rise of the Castro revolution, Matusalem Rum manufacturing was stopped in Cuba and eventually moved to the Dominican Republic. Known as the cognac of rums, Matusalem Rum is produced using the original recipe. The company's President is Dr. Claudio Alvarez III -- a direct descendant of Evaristo Alvarez. Matusalem Rum distillation and blending principles come from the Solera Aging System, originally developed for the production of sherry and brandy. The Solera technique, in which rums of various ages and characters are matured in select oak, enabled Matusalem to craft products that were not only superior to other rums in Cuba, but were equal in quality and refinement to the finest spirits in the world. Matusalem Rum remains unchanged. Matusalem Rums are still produced in the same Cuban tradition, using the family's secret formula and according to the same exacting standards established by the brand's founders over a century ago in Santiago de Cuba. Matusalem Rum, A Cuban Original.