In San Jose de las Lajas, Cuba, on January 31st, Havana Club announced that it would continue its production of its renowned smooth rum despite the decrease in relations between Washington and Havana.

The company, a collaboration between Cuba Ron and Pernod Ricard of France, disclosed that it exports rum to 125 countries but is unable to sell in the United States due to longstanding trade embargoes and sanctions.

Christian Barre, CEO of Havana Club International, acknowledged the challenging economic situation, emphasizing that the company is well-prepared to operate under any circumstances. Revenue from Havana Club plays a vital role in supporting the Cuban government.

Despite facing difficulties with falling cane harvests, Havana Club remains committed to maintaining its sugar cane production for its signature rum with the support of AZCUBA, the state sugar company.

Barre highlighted the company's dedication to its Cuban roots, stressing the importance of having a solid foundation in Cuba for its export and development strategies.

Sales for Havana Club increased by 8% from July 2023 to June 2024, with plans to expand sales in China, described by Barre as "the market of the future."