Business Wars Bacardi vs Pernod Ricard | Rum Punch Politics | 5
Jul 28, 2021
Bacardi and Pernod Ricard engage in a high-stakes battle for the Havana Club brand amid legal disputes and political maneuvering. The podcast reveals the tension between brand identity and international relations as U.S.-Cuba negotiations heat up. Listeners discover the profound connections between heritage and trademark rights, highlighting the emotional stakes for those intertwined with the rum legacy. Insightful commentary on the influence of politics in business shakes up perceptions of the rum market and the power of nostalgia.
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Ricard's Resilience
- Pernod Ricard's CEO, Patrick Ricard, refused to rebrand Havana Club in the U.S.
- He drew parallels to his family's history of persevering through product bans.
DeLay's Intervention
- Congressman Tom DeLay, a Bacardi supporter, urged the Commerce Secretary to cancel Pernod Ricard's Havana Club trademark.
- The Secretary declined due to WTO pressure and concerns from other American companies.
Bacardi Seeks Political Help
- Bacardi executive Jorge Rodriguez Marquez asked Florida Governor Jeb Bush to intervene with OFAC and the U.S. Trademark Office.
- They wanted these bodies to uphold Section 211 and deny Pernod Ricard's trademark transfer license.
