HAVANA CLUB rum hosted the first-ever, private showing of the “Amparo” performance in Miami, at iconic Ball & Chain Nightclub in Little Havana. HAVANA CLUB rum recently launched its “Forever Cuban” campaign to uphold the authenticity of the rum’s Cuban heritage and assert its rightful place as the original HAVANA CLUB rum. To further affirm HAVANA CLUB rum as “Forever Cuban,” the brand is tapping into its heritage and retelling the story behind the original creators of the renowned rum with an immersive theatrical experience, aptly titled “Amparo.” HAVANA CLUB rum was originally produced in Cardenas, Cuba by family-owned Jose Arechabala S.A., the brand was nationalized after the Cuban Revolution of 1959.
“Amparo” transforms attendees into travelers, complete with Cuban visas and travel guides, and transport them to the truth of the HAVANA CLUB story, beginning in pre-revolution Cuba in 1957 and concluding in modern day Miami. It is a story of industry and innovation, tragedy and betrayal, redemption and reclamation that many Cuban exiles have faced. Along the journey, travelers experience pivotal moments in the Arechabala family story that have defined the exiled rum brand. These emotionally charged scenes unveiled, not only the injustices that the Cuban regime performed against the Arechabala family, but also the family’s long legacy. Travelers followed Ramon Arechabala, who managed to take his family’s rum recipe with him, out of Cuba. Ramon shared that recipe, along with the Arechabala family’s legacy, with Bacardi to ensure a future for what his family had made and what had been stolen from them. With “Amparo,” Bacardi is committed to honoring that legacy.