Why read Isle of Rum?

Book cover of Isle of Rum

Book description

Focusing on Havana Club rum as a case study, Isle of Rum examines the ways in which Western cultural producers, working in collaboration with the Cuban state, have assumed responsibility for representing Cuba to the outside world. Christopher ChAvez focuses specifically on the role of advertising practitioners, musicians, filmmakers, and…

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Why read it?

1 author picked Isle of Rum as one of their favorite books. Why do they recommend it?

Frederick H. Smith

Author

Chávez’s background in business and marketing offers a refreshing perspective on the history of Cuban rum and the geopolitics of the Cuban rum trade. Chávez is particularly interested in the marketing of Havana Club and the inherent contradictions that exist when a communist government enters the fray of international market capitalism. Havana Club sheds light on the Cuban government’s efforts to market itself in the modern era.

According to Chávez, Havana Club is a product of “cultural diplomacy” that has helped to “reintegrate” Cuba into international markets. As a commodity, Havana Club celebrates Cuban culture, and it has helped raise…

From Frederick's list on Caribbean rum and the making of the modern world.