Gjelten, Tom. Bacardi and the Long fight for Cuba: the Biography of a Cause. New York: Viking Press, 2008.
Reason read: January 1st is Triumph of the Revolution Day in Cuba.
Think about this for a second. The Bacardi business started in 1862. When you think “rum” what brand comes to mind first? Exactly.
My favorite takeaway from Bacardi and the Long Fight for Cuba is how brilliant the Bacardi Moreau family has been at business marketing and self promotion. Early on they knew how to tap into supply and demand during Prohibition. They understood the importance of moral advertising in Puerto Rico, removing women from their posters, for example They knew when to exploit the World’s Fairs happening around the world in places such as Charleston, St. Louis and as far away as Paris. They were involved in any major event that would draw attention. [As an aside, I just finished watching the Tim Burton movie, “Big Eyes” and I couldn’t help but think of mastermind Walter Keane as he exploited his wife’s artwork anyway that he could.] Bacardi treated their employees well with profit sharing as early as 1916. When they couldn’t go to the marketing, the marketing came to them in the form of public figures, such as Ernest Hemingway who put the name Bacardi in his book, Islands in the Stream.
Deeply tied to the Cuban cause, as patriots the Bacardi struggled to make a real difference, but as producers of high quality libations, they flourished. Their drink, the daiquiri was a nod to Cuba Libre. But Cuba was not its own. In 1898 it was either Spain or U.S. flags that were flown. When Spain was no longer in control it was like making deals with devil. The U.S. swoops in and changes everything. Infrastructure is improved but the locals are confused. Then along comes Castro…even he cannot ignore the Bacardi name which causes major trouble for the Bacardi name. Let me stop there. Read the rest of this biography of a beverage.
Last comment: my favorite trivia is the fact that Emilio and Elvira wanted to bring back a mummy from Egypt for the Bacardi museum. It needed to be taxed as “dried meat” in order to make the journey back to Cuba.
Line I liked, “Then he would be left alone with his own soul” (p 79), “the people of Santiago had never before seen a Cuban flag flying over their own city hall” (p 91).
Author fact: Gjelten, at the time of Book Lust To Go’s publication was a reporter for NPR. According to NPR’s website, he’s still there.
Book trivia: I always love it when an author can include the pictures they describe in the text. Gjelten does this a few times and it is always wonderful to see what he captures his attention, to see the pictures through his eyes. Bacardi and the Long Fight for Cuba includes a good number of black and white photographs.
Nancy said: Pearl called Bacardi and the Long Fight for Cuba “fascinating.”
BookLust Twist: from Book Lust To Go in the chapter called “Cavorting Through the Caribbean” (p 52).