Breaking and associated brands will be offline for scheduled maintenance Saturday May 8 3 AM US EST to 12 PM EST. We apologize for the inconvenience.


Thank you for sharing!

Your article was successfully shared with the contacts you provided.

Although “Bacardi is such a huge and powerful company,” says Thomas Pirko, a liquor consultant at New York�based Bevmark LLC, “you pose a threat by having a very special moniker.” He explains that the rum market in the mid-1990s was in the doldrums, outshined by vodka and tequila. Rum was a middling spirit to be thrown into a blender with cheap daiquiri mix; not, like a single malt scotch, to be savored by the discretionary-income class. But a Cuban rum, says Pirko, could fill a profitable upscale niche. And, he adds, “even though Puerto Rico [which Bacardi has on its label] might be nice, Cuba is a lot more romantic. . . . Cuba is hot.” It conjures Ernest Hemingway sipping on “mojitos” and Havana’s fabled history cultivated in movies like The Godfather as the original Las Vegas. Bacardi apparently agreed: In 1994 it applied at the trademark office for six trademarks that included the name “Havana” all of which were rejected because Bacardi can’t make rum in Cuba.

That didn’t deter Bacardi, though, which then launched an offensive to gain control of the Havana Club name itself. In October 1994 the company filed a trademark office application for the Havana Club registration, which at first was rejected but now is on hold awaiting the resolution of the court case. The following year, it initiated cancellation proceedings at the trademark office also pending against the Pernod joint venture’s registration.

This content has been archived. It is available through our partners, LexisNexis® and Bloomberg Law.

To view this content, please continue to their sites.

Not a Lexis Advance® Subscriber?
Subscribe Now

Not a Bloomberg Law Subscriber?
Subscribe Now

Why am I seeing this?

LexisNexis® and Bloomberg Law are third party online distributors of the broad collection of current and archived versions of ALM's legal news publications. LexisNexis® and Bloomberg Law customers are able to access and use ALM's content, including content from the National Law Journal, The American Lawyer, Legaltech News, The New York Law Journal, and Corporate Counsel, as well as other sources of legal information.

For questions call 1-877-256-2472 or contact us at [email protected]

Reprints & Licensing
Mentioned in a story?

License our industry-leading legal content to extend your thought leadership and build your brand.


ALM Legal Publication Newsletters

Sign Up Today and Never Miss Another Story.

As part of your digital membership, you can sign up for an unlimited number of a wide range of complimentary newsletters. Visit your My Account page to make your selections. Get the timely legal news and critical analysis you cannot afford to miss. Tailored just for you. In your inbox. Every day.

Copyright © 2021 ALM Media Properties, LLC. All Rights Reserved.