Talking Retail Grocery and product news for independent retailers
The variant is available to the convenience sector for one month exclusively, before rolling out into the wider grocery market, from major wholesalers including Parfetts, Bestway and Dhamecha and priced at £24.99.
The brand is increasing the number of bottles produced to 60,000 and this year’s design “embraces Skepta’s infamous red and black colourway”.
The launch is being supported by branded POS, in-store activity at five retailers across London and Birmingham throughout July and an out-of-home campaign running from August.
Retailers listing the limited-edition bottle will also be part of a footfall driving campaign where consumers are geo-targeted with details of the bottle’s nearest stockists.
Marnie Corrigan, brand director at brand owner Pernod Ricard UK, said: “In a year that has been incredibly tough for many, Skepta and Havana Club continue in their empowerment of local businesses.
“The corner shop once again plays a key part in the campaign by debuting the second edition of this collaboration as for local residents, these stores are more than just places to buy goods, they are familiar checkpoints at the heart of every neighbourhood playing an integral role within the community.
“Last year’s exclusive collaboration of 36,000 limited-edition Skepta Havana Club bottles sold out in just six weeks, recruiting a younger audience into the brand, and we are confident this campaign will solidify Havana Club 7 as the cult spirit brand for Generation Z.”
