HAVANA – After winning the court case for rights to the Havana Club brand in the United States, the maker aims to have its rum become the first Cuban product to be sold in the U.S. when the long-standing embargo is lifted, because the North American country is a market with enormous potential and almost half the worldwide sales of premium rum.

“We’re sure Havana Club rum will be the top Cuban product that is soonest to enter the U.S. market, which represents 40 percent of worldwide rum sales, so the challenge and the potential are enormous,” the director of market development for Havana Club, Sergio Valdes, told EFE.

Valdes said that with a market like the U.S. still off limits, Havana Club is already the third best-selling rum in the world, a position the brand could easily surpass once Cuban companies are allowed unrestricted exports to the neighboring country, eager as it is to buy “emblematic products” from the island that have been banned there for the last 50 years like rum and tobacco...


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