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The fight of the rums: Bacardi vs. Havana Club
The fresh marketing campaigns for the two brands are the latest escalation in the liquor industry giants' 20-year fight to secure the exclusive right to sell Havana Club throughout the U.S. when the embargo on Cuban goods ends.
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This Monday, May 23, 2016, photo shows a general view of the bar containing bottles of Bacardi and Havana Club rum and posters at the Bacardi USA offices in Coral Gables, Fla. The fresh marketing campaigns for Bacardi's Havana Club rum and a rival brand of Havana Club jointly run by Pernod Ricard and the Cuban government, are the latest escalation in the liquor industry giants' 20-year fight to secure the exclusive right to sell Havana Club throughout the United States when the half-century-old embargo on Cuban goods ends. (AP Photo/Alan Diaz)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

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In this Monday, May 23, 2016, photo, Rick Wilson, Bacardi, senior vice president of corporate affairs, right, talks to a reporter as Fabio de Giammarco, global vice president of rums, left, listens, at the Bacardi USA offices in Coral Gables, Fla. Two liquor giants are escalating a 20-year fight to secure the rights to sell Havana Club rum in the United States when the Cuban embargo finally ends. Bacardi is launching sales nationwide for the Havana Club it produces in Puerto Rico, while competitor Pernod Ricard is expanding the distillery it shares with Cubaâs government to prepare for the day when their brand can be sold in the U.S. (AP Photo/Alan Diaz)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

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In this Monday, May 23, 2016, photo, bottles of Havana Club rum appear on display at the Bacardi USA offices in Coral Gables, Fla. Two liquor giants are escalating a 20-year fight to secure the rights to sell Havana Club rum in the United States when the Cuban embargo finally ends. Bacardi is launching sales nationwide for the Havana Club it produces in Puerto Rico, while competitor Pernod Ricard is expanding the distillery it shares with Cubaâs government to prepare for the day when their brand can be sold in the U.S. (AP Photo/Alan Diaz)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

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This Wednesday, June 8, 2016, photo, shows a sign of Cuban Havana Club rum on the mantlepiece at a local bar in Havana. Two liquor giants are escalating a 20-year fight to secure the rights to sell Havana Club rum in the United States when the Cuban embargo finally ends. Bacardi is launching sales nationwide for the Havana Club it produces in Puerto Rico, while competitor Pernod Ricard is expanding the distillery it shares with Cubaââ¬â¢s government to prepare for the day when their brand can be sold in the U.S. (AP Photo/Desmond Boylan)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

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In this Wednesday, June 8, 2016, photo, bottles of Cuban Havana Club rum are displayed at the bar in the Rum Museum in Havana. Two liquor giants are escalating a 20-year fight to secure the rights to sell Havana Club rum in the United States when the Cuban embargo finally ends. Bacardi is launching sales nationwide for the Havana Club it produces in Puerto Rico, while competitor Pernod Ricard is expanding the distillery it shares with Cubaââ¬â¢s government to prepare for the day when their brand can be sold in the U.S. (AP Photo/Desmond Boylan)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

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In this Monday, May 23, 2016, photo, bottles of Havana Club rum appear on display at the Bacardi USA offices in Coral Gables, Fla. Two liquor giants are escalating a 20-year fight to secure the rights to sell Havana Club rum in the United States when the Cuban embargo finally ends. Bacardi is launching sales nationwide for the Havana Club it produces in Puerto Rico, while competitor Pernod Ricard is expanding the distillery it shares with Cubaâs government to prepare for the day when their brand can be sold in the U.S. (AP Photo/Alan Diaz)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

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This Monday, May 23, 2016, photo shows a framed sketch of Don Jose Arechabala at the Bacardi USA offices in Coral Gables, Fla. Arechabala founded Jose Arechabala, S.A., in 1878 and created its Havana Club rum in 1934. The fresh marketing campaigns for Bacardi's Havana Club rum and a rival brand of Havana Club jointly run by Pernod Ricard and the Cuban government, are the latest escalation in the liquor industry giants' 20-year fight to secure the exclusive right to sell Havana Club throughout the United States when the half-century-old embargo on Cuban goods ends. (AP Photo/Alan Diaz)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

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In this photo taken Tuesday, June 7, 2016, cars drive by a Havana Club billboard on Biscayne Boulevard in downtown Miami. The fresh marketing campaigns for Bacardi's Havana Club rum and a rival brand of Havana Club jointly run by Pernod Ricard and the Cuban government, are the latest escalation in the liquor industry giants' 20-year fight to secure the exclusive right to sell Havana Club throughout the United States when the half-century-old embargo on Cuban goods ends. (AP Photo/Alan Diaz)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

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This Wednesday, June 8, 2016, photo, shows a sign of Cuban Havana Club rum on a refrigerator at a local bar in Havana. Two liquor giants are escalating a 20-year fight to secure the rights to sell Havana Club rum in the United States when the Cuban embargo finally ends. Bacardi is launching sales nationwide for the Havana Club it produces in Puerto Rico, while competitor Pernod Ricard is expanding the distillery it shares with Cubaâs government to prepare for the day when their brand can be sold in the U.S. (AP Photo/Desmond Boylan)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

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In this Wednesday, June 8, 2016, photo, a bartender pours Cuban Havana Club rum as he prepares daiquiris at the Floridita bar in Havana. Two liquor giants are escalating a 20-year fight to secure the rights to sell Havana Club rum in the United States when the Cuban embargo finally ends. Bacardi is launching sales nationwide for the Havana Club it produces in Puerto Rico, while competitor Pernod Ricard is expanding the distillery it shares with Cubaââ¬â¢s government to prepare for the day when their brand can be sold in the U.S. (AP Photo/Desmond Boylan)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

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In this Wednesday, June 8, 2016, photo, people sit with daiquiris made with Cuban Havana Club rum beside a statue of U.S. artist Ernest Hemingway at the Floridita bar in Havana. Two liquor giants are escalating a 20-year fight to secure the rights to sell Havana Club rum in the United States when the Cuban embargo finally ends. Bacardi is launching sales nationwide for the Havana Club it produces in Puerto Rico, while competitor Pernod Ricard is expanding the distillery it shares with Cubaââ¬â¢s government to prepare for the day when their brand can be sold in the U.S. (AP Photo/Desmond Boylan)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

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In this Wednesday, June 8, 2016, photo, a bartender pours Cuban Havana Club rum as he prepares a mojito at the Floridita bar in Havana. Two liquor giants are escalating a 20-year fight to secure the rights to sell Havana Club rum in the United States when the Cuban embargo finally ends. Bacardi is launching sales nationwide for the Havana Club it produces in Puerto Rico, while competitor Pernod Ricard is expanding the distillery it shares with Cubaââ¬â¢s government to prepare for the day when their brand can be sold in the U.S. (AP Photo/Desmond Boylan)
(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistribu)

The fight of the rums: Bacardi vs. Havana Club

The fresh marketing campaigns for the two brands are the latest escalation in the liquor industry giants' 20-year fight to secure the exclusive right to sell Havana Club throughout the U.S. when the embargo on Cuban goods ends.

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