Results by title

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 Chávez focuses specifically on the role of advertising practitioners, musicians, filmmakers, and visual artists, who stand to benefit economically by selling an image of Cuba to consumers who desperately crave authentic experiences that exist outside of the purview of the marketplace.

Rather than laying claim to authentic Cuban culture, Chávez explores which aspects of Cuban culture are deemed most compelling and, therefore, most profitable by corporate marketers. As a joint venture between the Cuban state and Pernod Ricard, a global spirits marketer based in Paris, Havana Club embodies the larger process of economic reform, which was meant to reintegrate Cuba into global markets during Cuba’s Special Period in a Time of Peace.

While the Yucatán Peninsula of Mexico may conjure up images of vacation getaways and cocktails by the sea, these easy stereotypes hide a story filled with sweat and toil. The story of sugarcane and rum production in the Caribbean has been told many times. But few know the bittersweet story of sugar and rum in the jungles of the Yucatán Peninsula during the nineteenth century. This is much more than a history of coveted commodities. The unique story that unfolds in John R. Gust and Jennifer P. Mathews’s new history Sugarcane and Rum is told through the lens of Maya laborers who worked under brutal conditions on small haciendas to harvest sugarcane and produce rum.

Gust and Mathews weave together ethnographic interviews and historical archives with archaeological evidence to bring the daily lives of Maya workers into focus. They lived in a cycle of debt, forced to buy all of their supplies from the company store and take loans from the hacienda owners. And yet they had a certain autonomy because the owners were so dependent on their labor at harvest time. We also see how the rise of cantinas and distilled alcohol in the nineteenth century affected traditional Maya culture and that the economies of Cancún and the Mérida area are predicated on the rum-influenced local social systems of the past. Sugarcane and Rum brings this bittersweet story to the present and explains how rum continues to impact the Yucatán and the people who have lived there for millennia.