
Isle of Rum
Description
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Rather than laying claim to authentic Cuban culture, ChAvez explores which aspects of Cuban culture are deemed most compelling and, therefore, most profitable by corporate marketers. As a joint venture between the Cuban state and Pernod Ricard, a global spirits marketer based in Paris, Havana Club embodies the larger process of economic reform, which was meant to reintegrate Cuba into global markets during Cuba's Special Period in a Time of Peace.
Reviews / Votes
"Isle of Rum is an intoxicating journey through the heart and soul of Cuba's most iconic spirit. Meticulously researched, ChAvez's exploration of the intersections of commercial pressures, the socialist state, and advertising culture provides a thought-provoking narrative of how authenticity is continuously reimagined in the global marketplace. Whether you are a rum aficionado, a communication studies student, or just curious about the sociopolitical complexities of Cuba, this is a must-read. Simply fantastic."- Marie Sarita Gaytan (author of !Tequila! Distilling the Spirit of Mexico) "Through decades of advertising and internal corporate documents, ChAvez examines the case study of Havana Club rum. Unlike the ubiquitous Bacardi rum, Havana Club remains a state-run product, produced in communist Cuba. ChAvez effectively argues that the ever-changing marketing campaigns reflect the evolving political, economic, and social conditions in Cuba, from campaigns that promote Cuban rum as a kind of cultural diplomacy to one that becomes about the marketing of the commodity itself to Western, capitalist social influencers." - Jennifer P. Mathews (coauthor of Sugarcane and Rum: The Bittersweet History of Labor and Life on the Yucatan Peninsula)
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Person
Content
Introduction
Chapter One: Advertising and Authenticity
Chapter Two: Selling Cuban Culture
Chapter Three: Long-Distance Nationalism and the Logic of Capitalism
Chapter Four: Museums and Memory
Chapter Five: Rum, Race, and Representation
Chapter Six: The Losing Game of Authenticity
Acknowledgments
References
Index
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