Best Drupal HostingBest Joomla HostingBest Wordpress Hosting
WORLD POLICY ON AIR

World Policy Journal is proud to share our weekly podcast, World Policy On Air, featuring former Newsweek On Air host David Alpern with timely insights from global affairs analyst Michael Moran of Transformative.io, risk and geostrategy consultants. Click here to subscribe on iTunes!

THE LATEST

AddToAny
Share/Save

Ian Williams: Bacardi’s Muddled Fight for “Cuba Libre”

Ian WilliamsThe Bacardi family elicits strong feelings across the world. Its propensity for mythmaking, its aggressive commercial competitiveness, its long history of lobbying in Washington, its family obsession with Cuba, and its understandable grudge against Fidel Castro’s regime are all guaranteed to produce friction. Tom Gjelten has had unprecedented cooperation from both the family and from Cuban officials in writing his book, Bacardi and the Long Fight for Cuba: the Biography of a Cause (Viking , 2008). Neither Castro supporters nor the Bacardi family have exactly trumpeted the financial, political, and logistical backing given by the family to Castro and the rebels. Both sides obviously regret the episode. Ironically, however, now that Raul Castro has succeeded his older brother, both sides are linked to the family business, since Raul married the daughter of a Bacardi executive family in a lavish Bacardi-hosted ceremony attended by Fidel, the original big brother. Gjelten leaves nothing unrecorded in his objective, warts and all, history of an unusual company, illustrating Cuban history without the canonizations by leftist apologists for Fidel and the demonizations by conservative Cuban exiles and their friends. He correctly questions some of the company’s mythmaking by copywriters, for example the “Cuba Libre” (rum and Coke), whose Bacardi origins were later dubiously certified by the Bacardi sales manager in New York. However, he is a little too accepting of the family tale, and indeed the Cuban view, of its innovation in rum-making. In fact, for centuries, the Spanish colonies were forbidden from making rum—not, as Gjelten suggests, to protect public morals, but to protect the brandy industry back home. What Bacardi did was replicate the processes long used by the Jamaicans and other Anglo-Caribbeans, who had long before discovered how important aging in oak barrels was to make the product smooth and palatable. Bacardi made a lighter version of rum, filtered to take out much of the color and, in the opinion of many rum connoisseurs, much of the taste as well. But as part of its innovative marketing, the family was strong on quality control, ensuring that the brand, even if bland, was consistent.

FALL FUNDRAISER

 

Around WPI

Jihad in Sub-Saharan Africa 

This paper, “Jihad in Sub-Saharan Africa: Challenging the Narratives of the War on Terror,” examines the history of Islamic movements in Africa's Sahel region to contextualize current conflicts.

World Economic Roundtable with Vicente Fox 

In this World Economic Roundtable, former Mexican President Vicente Fox discusses his current quest to make his country a hub for technology. 

Intern at World Policy


Want to join our team? Looking for an experience at one of the most highly sought-after internships for ambitious students? Application details here.

 

Al Gore presides over Arctic Roundtable 

As the United States prepares to assume chairmanship of the Arctic Council in 2015, this inaugural convening of the Arctic Deeply Roundtables launches a vital conversation for our times. 

SPONSORED

When the Senate Worked for Us:
New book offers untold stories of how activist staffers countered corporate lobbies in the U.S.


MA in International Policy and Development
Middlebury Institute (Monterey, CA): Put theory into practice through client-based coursework. Apply by Feb. 1.


Millennium Project’s State of the Future 19.0: Collective Intelligence on the Future of the World

WEEKLY NEWSLETTER

To learn about the latest in media, programming, and fellowship, subscribe to the World Policy Weekly Newsletter and read through our archives.

World Policy on Facebook

FOLLOW US