{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='How easing of US embargo could affect branding issues' data-url='/boclips/videos/5c54bbafd8eafeecae126ef8' data-video-url='/boclips/videos/5c54bbafd8eafeecae126ef8' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nHow easing of US embargo could affect branding issues\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003e15 July, 2009 San Jose de las Lajas 1. Zoom out of assembly line at Havana Club distillery 2. Havana Club rum bottles on assembly line3. Close up of labelling machine4. Rum barrels with Havana Club logo5. SOUNDBITE (Spanish) Jose...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003e15 July, 2009 \u003cbr/\u003eSan Jose de las Lajas \u003cbr/\u003e1. Zoom out of assembly line at Havana Club distillery \u003cbr/\u003e2. Havana Club rum bottles on assembly line\u003cbr/\u003e3. Close up of labelling machine\u003cbr/\u003e4. Rum barrels with Havana Club logo\u003cbr/\u003e5. SOUNDBITE (Spanish) Jose Navarro, Havana Club Master Rum Maker:\u003cbr/\u003e\"I have a recipe and produce Cuban rum? Cuban rum is not a recipe. Cuban rum is much more. It's an expression of an entire culture.\"\u003cbr/\u003eFebruary 2009\u003cbr/\u003ePinar del Rio \u003cbr/\u003e6. Wide shot of tobacco plantation\u003cbr/\u003e7. Close up tobacco plants\u003cbr/\u003e8. Men harvesting tobacco\u003cbr/\u003eFebruary 2009\u003cbr/\u003eHavana \u003cbr/\u003e9. Woman carrying cigar boxes inside Cohiba factory\u003cbr/\u003e10. Close up hands rolling Cohiba cigar\u003cbr/\u003e11. Tilt up open box of Cohiba cigars\u003cbr/\u003eHavana \u003cbr/\u003e12. Cuban leader Fidel Castro taking Cohiba cigar from his shirt pocket\u003cbr/\u003e13. Castro smoking cigar standing next to Che Guevara\u003cbr/\u003e14. Close up Che smoking cigar seated at cafe table next to Castro\u003cbr/\u003eFebruary 2009\u003cbr/\u003eHavana \u003cbr/\u003e15. Close up hands rolling cigar\u003cbr/\u003e16. Box containing un-labelled Cohiba cigars\u003cbr/\u003e17. Cohiba factory worker smoking cigar in front of Che Guevara poster\u003cbr/\u003e18. Quality control table full of un-labelled Cohiba cigars\u003cbr/\u003e19. Close up hands labelling cigars\u003cbr/\u003e20. Cigars being wrapped with Cohiba ribbon\u003cbr/\u003e21. Cigars being placed in box labelled \"Cohiba\"\u003cbr/\u003e15 July 2009\u003cbr/\u003eSan Jose de las Lajas \u003cbr/\u003e22. Zoom out of Havana Club distillery building\u003cbr/\u003e23. Havana Club sign\u003cbr/\u003e24. SOUNDBITE (Spanish) Jose Navarro, Havana Club Master Rum Maker:\u003cbr/\u003e\"It can only be Cuban. It can only be Cuban. Havana Club cannot exist without the stock that we have historically been able to keep and grow in our cellars.\"\u003cbr/\u003e25. Various shots of Havana Club bottles on shelf\u003cbr/\u003eTrademark and branding issues between the US and the communist island of Cuba would have to be settled before any easing of Washington's 47-year old trade embargo, which has kept Cuban products out of the US.\u003cbr/\u003eCuban rum maestro Jose Navarro's taste buds sing when he sips Havana Club, the sweet spirit distilled in this farming town south of the capital.\u003cbr/\u003e\"It has to be Cuban,\" said Navarro, the oldest of the island's nine certified rum experts. \u003cbr/\u003e\"Havana Club can't exist anywhere else.\"\u003cbr/\u003eBut another Havana Club does exist, one made by Bermuda-based rum giant Bacardi Ltd. \u003cbr/\u003eA variety of Cohiba cigars, once rolled exclusively for Fidel Castro, are produced by Swedish Match North America of Virginia, and a Miami firm offers its own version of Cubita, a top Cuban coffee.\u003cbr/\u003eWashington's 47-year-old trade embargo has kept Cuban products out of the US, but not outside companies from using the communist island's brand names.\u003cbr/\u003eAs the US and Cuba consider better ties, such trademark issues would have be settled before any easing of the embargo. \u003cbr/\u003eThe fight between Bacardi and the Cuban government for the Havana Club name already has played out in the US courts and Congress for more than a decade, and is now before Spain's high court.\u003cbr/\u003eBut the battles are about so much more than brand names, fuelled by 50 years of emotion over Fidel Castro's 1959 revolution and expropriation of private companies as he implemented socialism. \u003cbr/\u003eThey are also rooted in the future as US corporations face the spectre of new competition from Cuban products, which may carry a special allure after being banned for nearly a half century.\u003cbr/\u003eAmericans craving all things Cuban already can buy products inspired by the Caribbean island, just not made there.\u003cbr/\u003eBacardi's Havana Club is an 80-proof rum that has sold in Florida since 2006, and sales have been so strong, it's thinking of expanding the label to other states, according to a spokeswoman.\u003cbr/\u003eEven though Cuba's Havana Club rum can't be sold in the US under the embargo, the Cuban government still sued Bacardi for using the name.\u003cbr/\u003eBacardi argues it owns the name because the original Havana Club was expropriated by Castro from its Cuban producers, the Arechabala family, who went into exile. \u003cbr/\u003eBacardi bought the name and recipe from the Arechabalas in 1997.\u003cbr/\u003eCuba claims the Havana Club trademark, which it first registered in the US in 1976 after the Arechabalas let their trademark expire. Cuba has sold the rum internationally since 1993 in a joint partnership with French spirits consortium Pernod Ricard.\u003cbr/\u003eSo far the US courts have sided with Bacardi based on a 1998 federal law that prevents the registration or renewal of US trademarks tied to companies nationalised by the Cuban government. Cuba has appealed its most recent case to the US District Court of Appeals in Washington.\u003cbr/\u003eMeanwhile, Cuba's Havana Club is winning abroad. A Bacardi suit filed in a Spanish court against the Cuban government and Pernod Ricard over the name was thrown out in 2007. Bacardi, too, has appealed, and the case is before the Spanish Supreme Court.\u003cbr/\u003eThe true argument is over who can claim to produce authentic Cuban rum, especially if the country opens up to global commerce.\u003cbr/\u003eBacardi, a family-owned spirits conglomerate founded in Santiago, Cuba, in 1862, pioneered the light, dry, smoothness Cuban rum is now famous for, devising a charcoal-filter system and aging in oak barrels for added sweetness.\u003cbr/\u003eBut the Bacardis joined the fiercely anti-Castro exile community in Miami after Castro nationalised the company in 1960. Havana Club, like all Bacardi rums, is made in Puerto Rico, and it says so on the bottle.\u003cbr/\u003eCuba and Pernod Ricard spent 70 (m) million US dollars to rehabilitate a Havana Club distillery specialising in darker, higher quality anejo rum in San Jose de Las Lajas and can produce 3 million cases annually there.\u003cbr/\u003e\"If I have a recipe, am I producing a Cuban rum? No. Cuban rum is not a recipe. It's an expression of an entire culture,\" said Navarro, while scrutinising stacks of barrels filled with aging rum.\u003cbr/\u003eEven without the US market - 40 percent of the world's rum drinkers - Cuban Havana Club has seen its sales soar 13 percent to 3.4 million cases. \u003cbr/\u003eBacardi's more than 200 brands and labels sell 20 million cases in 150 countries every year.\u003cbr/\u003eIt's a debate that may ultimately be decided by consumers.\u003cbr/\u003eThe thought of competing with Cuba is already keeping executives at Swedish Match North America up nights. The Richmond, Virginia-based company owns General Cigar Inc., which has sold Dominican Republic-made Cohiba cigars in the US since 1997.\u003cbr/\u003eAccording to the company's vice president, it's not the brand that will make the difference. It's whether it's Cuban or not. \u003cbr/\u003eCohiba was founded in Cuba to make cigars for Castro and visiting dignitaries. Today it is the flagship of 27 premium brands produced by Habanos, equally owned by the government and Madrid-based Altadis SA, which was acquired last year by Britain's Imperial Tobacco Group PLC.\u003cbr/\u003eCuba never registered its version of Cohibas in the United States but still sued General Cigar. \u003cbr/\u003eThe US Supreme Court sided with General Cigar, which has factories in the Dominican Republic and Honduras and produces versions of signature Cuban brands Partagas, Hoyo de Monterrey, Bolivar and Punch. \u003cbr/\u003eIt also makes the Cuban-sounding La Gloria Cubana, Rico Habano and Havana Honeys brands, which are unknown on the island.\u003cbr/\u003eUS industry estimates show 85 million Cuban cigars could be shipped to the US annually in a post-embargo world, slashing profits for US companies that sell about 255 million premium cigars a year.\u003cbr/\u003eNot only would General Cigar face a trademark war, but the company would not have access to Cuban tobacco leaves or other raw materials to match its new competitors, the vice president said.\u003cbr/\u003eSome say the forbidden-fruit factor around Cuban cigars and other products won't last if the embargo vanishes.\u003cbr/\u003eAmericans hankering for super-strong, Cuban-style espresso can get Cubita, a coffee imported by Universal Brands Inc. in Florida that shares a name with Cuba's best-seller on the island.\u003cbr/\u003eUniversal Brands President Raul Diaz said his company has held a US trademark for Cubita since the early 1990s and is confident it will stand regardless of any change in America's Cuba policy but acknowledged if Cubita from Cuba is sold in the US, one of them will suffer.\u003cbr/\u003eMore than 3,000 US brands continue to hold trademarks in Cuba, with everything from McDonald's to Macy's to Mr. Peanut paying periodic registration fees in case the island one day embraces the free market, according to a 2002 list compiled by US-Cuba Trade and Economic Council, Inc. in New York.\u003cbr/\u003eExperts worried the US courts' decision to nullify Cuba's Havana Club trademark in the US would prompt Cuba to stop respecting American brand names on the island, especially after Castro famously threatened to produce Cuban Coca-Cola.\u003cbr/\u003eSo far, there has been no retaliation.\u003cbr/\u003e\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' class='rp-full-description' type='button'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\n\u003cspan id='read_more'\u003eRead More\u003c/span\u003e\n\u003c/button\u003e\n\u003cdiv class='rp-report'\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='resource-details-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='resource-details-heading'\u003eResource Details\u003c/h2\u003e\n\u003cdiv class='rp-resource-details clearfix'\u003e\n\u003cdiv 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