Bacardi vs Pernod Ricard | Rum Punch Politics | 5

Business Wars

Wondery

History, Business, David Brown, Management

4.6 • 13.2K Ratings

🗓️ 28 July 2021

⏱️ 25 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Bacardi manages to best Pernod Ricard by using both the courts and Capitol Hill to keep the embargo in place against Pernod Ricard’s rum of the same name, Havana Club. But as relations between the U.S. and Cuba warm, negotiations between Havana and Washington begin. On Castro’s wish list: the right to sell its Havana Club in the U.S.

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Transcript

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0:00.0	Hey, prime members, you can listen to business wars at free on Amazon music.
0:04.6	Download the app today.
0:07.0	It's a muggy rainy day in the summer of 1999 in the French mountain town of La Grante-Bourdon.
0:25.3	American cyclist Lance Armstrong zips past Patriek Ricard, the CEO of French
0:30.8	Spiritsmaker, Pernot Ricard.
0:34.0	Ricard wears a tan suit without a tie.
0:37.3	He stands on the balcony of a ritzy hotel just above the course of the Tour de France
0:41.9	bike race.
0:43.4	The Ricard family has been a sponsor of the event since 1948.
0:49.1	As Armstrong disappears into the hills, Pernot executive Michel Bourd turns to his boss.
0:55.3	Patriek, can we talk about Havana Club now?
0:59.1	Board heads up Pernot Ricard's US division.
1:02.3	Six years earlier, he helped them negotiate the deal for an even split of Havana Club
1:06.6	with Fidel Castro.
1:08.8	He's come to France with sobering news.
1:12.6	The American executives are pushing me to give up our fight for Havana Club.
1:17.3	After we lost our lawsuit this year, they don't believe we can ever secure the trademark.
1:23.9	Ricard takes a deep breath and puts both hands on the railing of the balcony.
1:29.2	For the past four years, he's been fighting Bacardi over the US trademark to Havana Club.
1:35.5	Without it, the brand can't sell in the US, unless a decade's long embargo against Cuba
1:41.5	has lifted.
1:43.6	Ricard looks down as more riders like past.
	...

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