When a product shows the highest quality, it invites you to taste it. That is one of the main directives of the Corporation Cuba Ron S.A., an important Cuban entity specialized in the elaboration of rums, sugarcane liquors, juices and compotes, besides baking powder, which is used for bread production.
Cuba Ron S.A. has improved and strengthened all its companies and enterprises, as an attempt to preserve the rum history, tradition and heritage. At the same time, this corporation has extended its productions to different markets, elaborating products which satisfies the finest tastes.
According to its president Juan González Escalona, Cuba Ron S.A. is composed by mixed enterprises. One of them is Havana Club International, associated with the French company Pernord Ricard, which is considered the second liquor group in the world. Through that company, the leading brand Havana Club reaches more than 120 countries. Rum exportation is the main source of incomes to Cuba Ron S.A. Last year, it exceeded the expected outcome in 8%.
González Escalona stated that: “Our main goal is to accomplish our plans efficiently and to ensure that incomes continue growing for Cuba”. He also pointed the growing performance of the well-known brand Havana Club. “We have got access to new markets, and we work systematically in order to position our product on those where it does not have enough expansion”
He also said that "the Corporation will keep growing and all measures to achieve that goal have been taken. We are focused on expanding our exportations towards the Asian continent, where we still do not have a significant participation to satisfice our growth requirements". Another strong aspiration is "to expand exportations to Latin America, because there is an important rum market in the region, even when there is also the competence of local typical products, which are basically sold due to a great promotion and advertising, but without having the standard levels of quality, compared to our rum".
The president Escalona also stated that, in the case of Havana Club, "it does not count only on external sponsoring to guarantee the investments, but also the projections until 2030, which are derivate from the market studies implemented by our international distributor. Nowadays, we sell 4.5 million rum boxes and for that year, we hope to reach 6.5 million; 70% as exportations and the rest for national market”.
Other brands like Cubay, Arecha, Varadero, Santiago de Cuba, Isla del Tesoro, Perla del Norte and Legendario, are associated with Cuba Ron, grouping about 1,800 workers.
An added value to the traditional drink which is produced in Cuba, is the knowledge of the Rum Masters. "There are eight in Cuba: seven males and one female. It is like a chain that has never lost a single link”, said González. The older of those Masters is José Pablo Navarro. He is 75 years old and he is from Santiago de Cuba. Along with Carlos González Delgado, who is from Mayabeque, José has the category of First Master.
The director mentioned some steps that have been taken to incorporate new brands, including Isla Grande. This brand’s image was recently launched, as the tasting of its four basic products was taking place.
“Cuba got to the Food Industry Worker National Day, on January 25th, with joy and delight, having achieved its main plans for 2016. There´s no greater pleasure than accomplish with our duty” he stated.