NEW YORK, NY – APRIL 03: The guava daqueri on display at an immersive theatrical experience “Amparo” presented by HAVANA CLUB Rum on April 3, 2018 in New York City. (Photo by Michael Loccisano/Getty Images for Havana Club)

A decades long battle over ownership rights to rum brand Havana Club has been recreated in Theatrical form and titled “Amparo”. A combination of storytelling, song, dance and live music. Bacardi goes the distance to explain why they are the true owners of the brand.

An immersive and interactive experience at Bill’s Townhouse in New York City, created by liquor giant Bacardi, takes the crowd through 1950’s pre-revolutionary Cuba, telling the story of the Arechabala’s family to the United States after the communist Cuban government took control of their company.

Roberto Ramirez, marketing director at Bacardi, believes the best way to convince consumers that they are in fact the authentic Havana Club, is through characters who showcase the journey.

Bacardi purchased the original recipe for the rum from the Arechabala family in 1994, However, Pernod Ricard too sells Havana Club and claims they are in fact the authentic version as it is distilled in Cuba and owns the company’s trademark. This marketing campaign by Bacardi began in Miami, came to New York, and will continue to other cities nationwide later this year.

The evening began with a cocktail reception featuring cocktails made with dark and light rums.

We were all given different color keys and divided into groups. These keys led us to veiled spirits meant to be unveiled with shots of Havana Club rum. Every group explored a different facet of the Arechabala family’s journey and struggle in communist cuba and their eventual exile to the United States. 

• Havana Club Anejo Blanco is distilled and aged for 1 year in oak barrels in Puerto Rico, blended then aged for a few more months. It is a medium bodied rum perfect for cocktail making.
• Havana Club Anejo Clásico is distilled and aged for 1 to 3 years then blended and aged some more. Can be mixed in cocktails yet smooth enough to drink neat or on the rocks.

    therealhavanaclub.com