The limited-edition Havana Club 7 bottle was designed in collaboration with the rapper. The packaging pays homage to the brand’s Cuban heritage and the MC’s Nigerian Yoruba roots.
Raja Banerji, Marketing Director at Pernod Ricard UK, stated: “Rum is the second fastest growing spirits category behind Gin and Havana Club is experiencing double digit value growth across the off-trade.
“We are excited to be driving relevance and credibility at a grass roots level with our key consumers and, with 3.7 million monthly listeners on Spotify, are delighted to be working with Skepta to recruit younger consumers into the category.
“In urban areas like Tottenham, London, where Skepta grew up, convenience stores are the cornerstone of the community, a hub for social gatherings and the beating heart of the area.”
To support local retailers, the new limited-edition bottle will first launch exclusively in convenience stores across major UK cities for one month, before rolling out nationwide.
Havana Club 7 x Skepta (ABV 40%) is available in 70cl bottles with an RSP of £24.99.