Havana Club expands premium offering
By Doug Newhouse, 12 November 2009

Istanbul Airport is to be the next European travel retail outlet to launch Havana Club's Máximo Extra Añejo E.1,400 ($2,097) bottle on December 1, 2009 - a product which is aimed mainly at true rum connoisseurs.

Havana Club's ultra premium reference was initially listed in Frankfurt Airport and in Paris TE in July 2009, where successful sales have led to it being rolled out in further European travel retail outlets.

Following the success of its summer promotion, Frankfurt Airport is also running its Havana Club's Máximo Extra Añejo promotion again this month: "Our promotion for Havana Club's Máximo Extra Añejo has been a great success so far and we hope by extending our launch we will introduce our ultra-premium range to more customers", said John Smailes, Regional Marketing Manager, Pernod Ricard Travel Retail Europe.

Stephan Tasch, Gebr. Heinemann's Retail Manager at Frankfurt Airport added: "Right from the beginning of the promotion, many passengers showed great interest in Havana Club Maximo Extra Añejo. They requested more information about this exceptional product and showed quite a willingness to buy."

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