The brewing company will present the Guajira malt at FIHAV: 100% Cuban and inspired by rural traditions.

Cerveza Cubana S.A. announced this Tuesday the launch of Guajira malt, a product it describes as "100 percent Cuban" and capable of capturing the essence and traditions of rural areas, at the 40th International Fair of Havana (FIHAV), taking place from November 4 to 9.

Guajira, with its sweet and balanced profile and an intense aroma of caramel and cocoa, will be available in a fully recyclable container that contributes to environmental sustainability and encourages a "connection with Cuban roots," reported Prensa Latina.

In addition to this new product, the company will also launch its official website, www.cervezaparranda.com, as part of its new sales channels, the brewery announced in a statement.

The circulated text stated that the online proposal aims to offer prices in freely convertible currency (MLC) through payment platforms like Tropipay, presenting it as a "useful, effective, and pleasant" way to streamline purchases.

The company highlighted that Parranda beer will take advantage of the opportunities at FIHAV to expand its business strategy and promote its values of “Cuban identity, culture, and national heritage.” Ironically, it is a product that very few Cubans can access due to its sale in MLC.

As the country faces one of the worst economic crises in recent decades, the company will invest in an advertising campaign at FIHAV featuring tastings, guided tastings, discussions on environmental care and social commitment, interactive games, raffles, lotteries, and dances at its Parranda booth.

According to Prensa Latina, Fihav is the main multisectoral trade fair in Cuba and the Caribbean, and this year it will be held at its usual venue, the Expocuba exhibition center, with the participation of around 50 countries.

A dozen official delegations also confirmed their attendance, and over 700 companies will showcase their products.

In 2023, the Cuban beer Parranda was sold for the first time in a hard currency store in Havana, according to official information shared on social media.

"The first partygoers. You can now buy our beer at the market on 3rd and 70. The wait is over; we are ready for the party," announced the brand's Facebook profile.