Hatuey Returns, Thanks To Bacardi
Looks like Bacardi is bringing back Hatuey beer. It'll be brewed and bottled in Wisconsin, and we imagine the recipe will be the same:
"It's been inaccessible for so long, the brand has a strong emotional tie with Cuban Americans," he said. "It's not just your father's beer. If you're Cuban, it's the beer your father would drink, if he could. He just hasn't had access to it. It has that cachet to it."We can't imagine this not being a success in South Florida, and marketed properly, it could make a splash in some other parts of the U.S. We'd definitely be interested in trying it.Bacardi relaunched the beer several times throughout the 1990s and 2000s. Each time, "they weren't happy with the direction at that time," Shaifer said.
With the reformulation and new marketing initiative, executives are hopeful the brand will find favor beyond Miami-Dade County and move throughout South Florida.
Admittedly, the brand has a rough road ahead, Hoyos said. As a "niche beer" focusing on the very slim audience of Cuban exiles and Cuban Americans, the key will be to tap those "assimilated Hispanics" who recognize the beer from their parents' consumption back on the island.
"There's a folklore to it. They know it might not be the same, but they can at least relate to it through the logo," Hoyos said. "They recognize it from when they were there or when their parents spoke about it. The goal should be to try to get that old consumer and second- or third-generation American to associate with it."
Cuban beer enjoys tasty relaunch [MSNBC]
Hatuey [Official Site]
Photo: willceau/flickr
Comments
Hatuey has never left Miami, and it has been brewed at Bacardi's Indian Head brewery in Maryland for years. It has been available at Latin Cafe and elsewhere continuously. The MSNBC story is nothing more than a press release...
Posted by: Miami Danny | June 22, 2008 09:00 PM
"We can't imagine this not being a success in South Florida, and marketed properly, it could make a splash in some other parts of the U.S. We'd definitely be interested in trying it."
Hatuey has been continuously available in Miami, and has been brewed by Bacardi in Maryland. It is available at Latin Cafe on Biscayne Blvd.
Posted by: Miami Danny | June 22, 2008 09:08 PM