Cuban Brewery Company S.A. has revealed plans to introduce Guajira malt, a product hailed as "100 percent Cuban" that embodies the spirit and traditions of the island's rural regions. This unveiling is scheduled for the 40th Havana International Fair (FIHAV), taking place from November 4 to 9.
Characterized by a sweet and balanced profile with a rich aroma of caramel and cocoa, Guajira will be packaged in fully recyclable materials, underscoring its commitment to environmental sustainability while encouraging consumers to "reconnect with Cuban roots," reported Prensa Latina.
Digital Expansion Amid Economic Challenges
In tandem with this product launch, the brewery will debut its official website as a new sales channel, facilitating transactions in freely convertible currency (MLC) through platforms like Tropipay. The online initiative is marketed as a "useful, efficient, and enjoyable" method to streamline purchases, according to a company statement.
Although the Parranda beer aims to capitalize on FIHAV's opportunities to broaden its commercial strategy and promote values of "Cuban culture and national identity," it paradoxically remains out of reach for most Cubans due to its MLC pricing.
Engaging the Public at FIHAV
Amid one of the most severe economic crises in decades, the brewery plans an extensive advertising campaign at FIHAV, featuring tastings, guided samplings, discussions on environmental care and social responsibility, and interactive activities, including games, raffles, and dances at the Parranda booth.
According to Prensa Latina, FIHAV is Cuba and the Caribbean's leading multisector trade fair, hosted at its usual location, the Expocuba fairgrounds. This year, it will see participation from around 50 countries, alongside a dozen official delegations and over 700 companies showcasing their products.
Parranda Beer: A New Chapter in Cuban Retail
In 2023, Parranda beer was first sold in an MLC shop in Havana, as per official social media announcements. "The first parranderos. You can now purchase our beer at the 3rd and 70th market. The wait is over, we're ready for the Parranda," declared the brand's Facebook page.