<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1794-8886</journal-id>
<journal-title><![CDATA[Memorias: Revista Digital de Historia y Arqueología desde el Caribe]]></journal-title>
<abbrev-journal-title><![CDATA[memorias]]></abbrev-journal-title>
<issn>1794-8886</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Norte]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1794-88862024000200053</article-id>
<article-id pub-id-type="doi">10.14482/memor.53.159.597</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Havana Club. Origen y marketing de un ron genuino de Cuba: de exportación y de empresa 1934-1959]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[ARECHABALA FERNÁNDEZ]]></surname>
<given-names><![CDATA[MARIA VICTORIA]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[SANTAMARIA GARCIA]]></surname>
<given-names><![CDATA[ANTONIO]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Complutense de Madrid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Complutense de Madrid  ]]></institution>
<addr-line><![CDATA[Madrid ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<numero>53</numero>
<fpage>53</fpage>
<lpage>94</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1794-88862024000200053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1794-88862024000200053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1794-88862024000200053&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo estudia el origen de Havana Club, eclipsado por lo ocurrido con la marca después de 1959, elaborada por una empresa cubana y objeto de litigios con Bacardí, que en 1993 compró su fórmula a los propietarios anteriores a la nacionalización de la empresa. El ron fabricado desde entonces no es el original y de este se ha dicho que fue un producto menor, pero la evidencia muestra que se trató de uno de los grandes insulares, aunque lo añejó una firma que no solo era licorera, tardíamente, en el momento idóneo, tras el fin de la ley seca en Estados Unidos (1934) y que aprovechó el crecimiento del consumo de masas, el turismo y la coctelería. Por eso se destinó al consumo norteamericano y empleó un elaborado marketing que lo asoció a los valores patrimoniales de su país y a otros bienes, también de consumo masivo, y dejó de comercializarse en 1957 debido a los problemas de acceso de los licores de la isla al vecino país.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article studies the origin of Havana Club, eclipsed by what happened to the brand after 1959, made by a Cuban company and the subject of litigation with Ba-cardí, which in 1993 bought its formula from its owners prior to the nationalization of the company. The rum manufactured since then is not the original and it has been said that it was a minor product, but the evidence shows that it was one of the great insular ones, although it was aged by a firm that was not only a liquor store, late in the ideal moment, after the end of the Dry Law in the United States (1934) and taking advantage of the growth of mass consumption, tourism and cocktails. That is why it was destined for North American consumption and used an elaborate marketing that associated it with the patrimonial values of his country and other goods, also for mass consumption, and it stopped being marketed in 1957 due to the problems of access of the island's liquors to the neighboring country.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[español]]></kwd>
<kwd lng="es"><![CDATA[Havana Club]]></kwd>
<kwd lng="es"><![CDATA[ron]]></kwd>
<kwd lng="es"><![CDATA[aguardiente y licores]]></kwd>
<kwd lng="es"><![CDATA[historia de Cuba]]></kwd>
<kwd lng="es"><![CDATA[industria azucarera y sus derivados]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[Havana Club]]></kwd>
<kwd lng="en"><![CDATA[rum]]></kwd>
<kwd lng="en"><![CDATA[aguardiente and liqueurs]]></kwd>
<kwd lng="en"><![CDATA[Cuban history]]></kwd>
<kwd lng="en"><![CDATA[sugar industry and its deriv-atives]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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<numero>31</numero>
<issue>31</issue>
<page-range>1-20</page-range></nlm-citation>
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</article>
