The Product Portfolio sold by Cuba Ron distributor (DCR) in the domestic market covers several categories within the spirits:
- Rums: Cubay, Santiago de Cuba, Isla del Tesoro
- Liqueurs: Cubay
- "Other Spirits": SaoCan, Guayabita del Pinar and Elixir Cubay 33
- Wines: Soroa
- Imported products: Bodegas Miguel Torres
Consumption of alcoholic beverages in Cuba
According to study by the World Health Organization (WHO) in 2014, 45.2% of the Cuban population over 15 years consumed alcoholic beverages, with an annual per capita average of 5.2 liters of pure alcohol (lpa).
Main aspects that have led the sales growth:
- Tourism Growth
- Extension of Non-State Sector
- Design
- Expansion of Product Portfolio
- Optimization of work organization
- Promotional actions
- Training prescribers
Non-State Sector
It outsands the transference to this way of management of 12 988 small state-owned businesses in the field of gastronomy and minor services, of which they have already converted 27%, in a scheme that contemplates a process that can last through 2016 and beyond.
Work Optimization:
- Changes in the structure of Cuba Ron Distributor
- Creation of National Meetings
- Updating work procedures
- Exchange with the Movement of Masters of Rum
Promotional actions:
In 2014 we began to strengthen communication and marketing activities, with the aim of organizing advertising actions towards customers and consumers.
Promotional actions on significant dates
CUBARONEANDO project
Sponsorships to important events in the country
Opening of the Cubay House and Don Pancho Liquor factory in Santa Clara and Santiago de Cuba cities, respectively
Training prescribers:
Participation in:
- Core contests of the Association of Bartenders of Cuba
- Balcón del Habano (Association of Sommeliers of Cuba and ACC)
- Commercial exchange with commercial and selling personnel of chain stores; A + B and Maîtres from Hotel and Extra Hotel chains
DCR projections
Supported by the favorable factors presented by the Cuban market for marketing rums generated by the estimated growth of tourist arrivals, the continued development of non-state sector and strengthening promotional activities; the DCR projects:
Growth in 2015 from 23% in total sales (9lc) of them
- 10% in sales of Cubay Rums
- 24% sales of Santiago de Cuba Rums
