Pernod Ricard has reacted positively to a US governmental decision to scrap the $100 maximum value of alcohol and cigarettes Americans can buy on a trip to Cuba, as it is likely to accelerate sales of Pernod’s Cuban rum.
The French drinks giant, in an email to Reuters, said it is “delighted to learn that the $100 restriction is being lifted and that U.S citizens and travellers to the U.S will be able to bring back [...] Havana Club, to the U.S. for personal use from anywhere in the world.”
As it stands, the company sells about 50 million bottles of Cuban rum annually, though this could rise to a number closer to 70 million in coming years thanks to a thawing of US-Cuban relations. Its production of rum there is carried out in conjunction with the state.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
