Carlos A. Santiago
In 1893, Puerto Rican poet Lola Rodriguez referred to Cuba and Puerto Rico as “two wings of the same bird.” Both islands experienced colonialism under the Spanish empire and were exploited by the hegemonic power of the United States. Although they have had similar experiences, these two islands have historically been viewed differently.
During the nineteenth and twentieth century, Cuba was often viewed as “sexy” by Americans while Puerto Rico was seen as unattractive. Following the Cuban Revolution this perception began to shift and the unfolding of this change can be seen through changes in material culture.
Today, many of us know Bacardi as a Puerto Rican rum. The Bacardi brand often conjures images of sandy beaches and the iconic Bacardi black bat. While the black bat symbol that is branded on every bottle of Bacardi has existed since its inception, the words “Puerto Rican Rum” were not always there. That is because Bacardi was established in Cuba during its national period.
The differences between an 1862 Bacardi bottle and one bottle from 2020 highlights how a Cuban brand has been reinterpreted as a Puerto Rican brand aligned with capitalism. In 1862, a Bacardi bottle would have the words “Santiago de Cuba” rather than “Puerto Rico” inscribed on them. After the Cuba Revolution, Bacardi’s Cuban roots began to be erased.
Bacardi is not just a brand of rum. It is the surname of a prominent Cuban family, Don Facundo Bacardi was the company founder in 1862. The establishment of Bacardi rum happened before Cuba engaged in the Ten Years’ War. Led by Carlos Manuel de Céspedes, this was a conflict that set the stage for Cuban independence from Spain in 1898. Even before this event, Cubans were expressing themselves as people who were different from their colonizers. Tensions rose in the 1860s, alongside the rise of nationalism across the island as many Cubans demanded independence and the abolition of slavery. Continue reading