PR for PR!

Recovering from the desertion of Cap’n Morgan, PR Rums kick back! Rumpundit.

Rums of Puerto Rico Encourages Consumers to ‘Just Think, Puerto Rican Rum’

2011 Campaign to Remind Consumers of another way Puerto Rico Does it Better

Rums of Puerto Rico

February 23, 2011 3:17pm EST

NEW YORK, Feb. 23, 2011 — /PRNewswire/ — If you’ve got it, flaunt it! As part of the government of Puerto Rico’s efforts to remind the audience that Puerto Rico does it better and promote the quality products produced on the Island, Rums of Puerto Rico, the umbrella marketing organization for the collection of the world’s finest rums, today launched its 2011 campaign in New York City. The campaign underscores the award-winning attributes that make Puerto Rican rums stand out from their competitors. Consumers are encouraged to “Just Think, Puerto Rican Rum” when ordering a rum-based drink.

The campaign reminds consumers about Puerto Rico’s centuries old tradition of rum making; the legally-mandated, one-year aging of certain rums in white oak barrels; and the Island’s commitment to excellence. The result: Puerto Rican rums, including Bacardi, Don Q, Ron Llave, Ron del Barrilito and Palo Viejo, are the finest rums in the world.

“Puerto Rico’s rum industry provides more than 70 percent of the rum sold in the United States,” said Jose Ramon Perez-Riera, Puerto Rico’s Secretary of Economic Development and Commerce, which is the parent organization of Rums of Puerto Rico. “Rums continue to remain both an economic driver of the Puerto Rican economy and an economic ambassador for the Island.”

The $2 million marketing campaign will tell this story through print, digital and out-of-home messaging in New York, Washington, DC and Miami, and will be supported by public relations and social media efforts and an upgraded web site (www.rumcapital.com). The campaign also will include a series of events and partnerships throughout the year, including a launch event at the Empire State Building featuring Food Network chef Claire Robinson and rum ambassadors from Puerto Rico and the extension of contracts for the exclusive Rums of Puerto Rico lounges and spaces at New York’s Madison Square Garden and Citi Field.

Nicole J. Rodriguez, Director of Rums of Puerto Rico, added that “one goal of the new campaign is to tie together all of Puerto Rico’s marketing efforts under a single theme: quality. Whether it is our beautiful beaches, friendly, bilingual workforce, or our superior rums, we want Americans to say the same thing when they think about Puerto Rico: “Puerto Rico equals quality.”

“Rum drinks are so much more than the ubiquitous rum and coke or your grandmother’s daiquiri,” said Claire Robinson, host of Food Network’s “Five Ingredient Fix.” “Because Puerto Rican rum mixes well with everything, you can use it to create new drinks or improve existing ones. For a spin on the classic cosmopolitan, try substituting Bacardi Limon or Don Q Limon for vodka and you will be delighted by the taste.”

The “Just Think, Puerto Rican Rum” tagline is tied to other Puerto Rico promotion efforts, including the Puerto Rican Tourism Company’s “Just Think, Puerto Rico” campaign, which launched last fall in New York City. Both campaigns also employ the green and black “Puerto Rico Does It Better” logo that is now appearing on all of the government’s promotional materials.

About Rums of Puerto Rico

Rums of Puerto Rico, a division of the Puerto Rico Industrial Development Company (PRIDCO), was created in 1948 to administrate the advertising and promotional programs that encourage the consumption of rum and protect its leadership in the United States market. The quality brands produced in Puerto Rico are aged at least one year by law. This sets the standard of excellence that includes only the finest rums and offers an extensive choice in the rum category including Bacardi, Don Q, Ron Llave, Ron del Barrilito and Palo Viejo, among others.

About The Puerto Rico Industrial Development Corporation (PRIDCO)

The Puerto Rico Industrial Development Company (PRIDCO) is a government-owned corporation dedicated to promoting Puerto Rico as an investment destination for companies and industries worldwide. Since its establishment in 1950, PRIDCO has led the efforts in the industrialization of the Island. PRIDCO continues to be a catalyst for Puerto Rico’s economic development, leading the transformation from a traditional industrial economy to an economy based on knowledge. PRIDCO emphasizes promoting high technology industries among sectors such as the life sciences, technology, computing and services that leverage on Puerto Rico’s unique combination of tax incentives, skilled workforce, strong infrastructure and excellent business climate.

SOURCE Rums of Puerto Rico

Seven Fathom hits new heights..

Sceptics have cast doubt on their claim to age their rum at a depth of seven fathoms… but it’s taking off! Rumpundit

Expansion creates new jobs soon

Posted Sat, Feb 26th 2011, 07:38
(Grand Cayman – CITN) –

 

The Cayman Islands Distillery, a small local business that are the makers of Seven Fathoms Rum, is hoping to create up to 20 new jobs as it expands its operations.

Due to demand, the business is preparing to build a new larger rum-making facility to go along with its small home on North Church Street.

“That demand can not be met with our current facility. So the expansion will facilitate exportation of the product,” Co-founder Nelson Dilbert said.

Mr. Dilbert said the company is committed to hiring as many Caymanians as possible –from sales and delivery, to those with skills to do the distilling.

“Very, very limited jobs here in the country for that, so we are looking to hire people like that,” he said.

New spirits, including vodka are being planned as well, which should be good for the bottom line coupled with Seven Fathoms rising popularity.

“We’ve grown quite quickly over the past four year and we’re looking to make it something that is going to go global,” Mr. Dilbert said.

No site has been selected for the new building as yet, although Mr. Dilbert said they’ve narrowed it down to three locations.

“The new facility we hope to put into a better location as well, that will be in the future, a tour-able facility.”

But there are no immediate plans to abandon the current location downtown.

“As long as we can maintain it… as a tourist sort of visiting facility,” Mr. Dilbert said.

The company said in addition to more jobs for locals, it is eager to buy as much locally grown sugar cane as possible, providing more opportunities for local farmers.

Cayman 27’s Ben Meade has the video report above.

Cuban Rum at the Rough End

Some fascinating details in this article from a Cuban rummery… places that don’t usually allow such scrutiny! – Rumpundit

Puerto Principe Rum Has Its Bouquet

February 26, 2011 |

Por Lazaro Gonzalez

Puerto Principe Beverage Complex in the central Cuban province of Camaguey.

HAVANA TIMES, Feb. 26 — Well yes, it’s like what you’ve read: Camaguey resident Lina Estevez is one of the few Cubans allowed by her husband to come in their house with alcohol on her breath – of course there’s only a trace, it’s not like she’s drunk or anything.

She’s part of the quality control team at the Puerto Principe Beverage Complex, in the central Cuban city of Camaguey, 340 miles east of Havana. Lina has worked in this field for 20 years, and as a rum taster she admits, “I’m not addicted, because we don’t drink all day. A couple sips are all you need to evaluate the parameters.”

Ongoing demands in all the links of quality control in the production chain have allowed this factory to reach a solid position in its supply of the domestic market, to win prestige and to satisfy the sensory demands of people with elevated levels of “ethylic culture,” because in Cuba rum — like tobacco and baseball — holds a special place.

Despite their creating an old line of artisanal products and being paid low wages, the 87 workers at this refinery give all their efforts and experience each workday so that their rums and wines don’t “fade,” but that these continue conquering the palates of Cubans – the first market for what they produce.

The majority of the workers at this factory have been working there for more than 15 years, because “here something can always be ‘solved’,” admitted bottle labeller Ramona Garcia. (“Solving” is the word given by Cubans to theft or the diverting of resources in State-run factories, offices and businesses.)

A message in bottles

At any rate, Florencio Brown, an administrator connected to the beverage world for more than three decades, recognized strength in the stability of the work collective. “Each one of them has mastered their job perfectly. Their technological discipline facilitates the meeting of objectives. They were the true protagonists behind our work last year when, despite difficulties, we fulfilled our commercial production plan two months ahead of schedule, demonstrating a high rate of productivity in our work.”

Brown complained about the shortage of bottles that the operation suffered during the first trimester of 2010. “The Raw Materials Recovery Company of the province was unable to respond to our needs,” he affirmed. He added that the strategy consisted of taking a good part of the liter-and-a-half plastic containers out of production. Basically, this is “an alternative that will are continuing to follow because of the high demand.”

According to the administrator, this solution has allowed a monthly reduction in bulk quantities of rum, which is about 150,000 liters, thus minimizing the classic “baptism” or adulteration that is so common, as well as harmful to consumers.

The plan for tourism, which embraces seven products, floundered for several years also because of the lack of bottles, which had to be imported because they had to be new. Of the different varieties of Arecha and Puerto Principe rum conceived for tourism, barely a third of the 37,000 crates anticipated for 2010 were produced, said Brown. He also complained that the difficulties posed by the island’s dual currency and its effects on managerial accounting did not stimulate production. “Concretely speaking, to fulfill my plans I need to produce more for the domestic market.”

The Ministry of Domestic Commerce and the national network sale points undertake the marketing of their main product, which is Puerto Principe rum refined to 34 and 32 proof alcohol, both bottled in plastic containers and glass bottles.

The mystery of the bouquet

An almost mystic air floats through the storage area where different types of rum, aguardiente and wine are aged. Hundreds of Canadian and American white oak barrels contain the precious liquids in their paunches. From the wood they slowly absorb that delicious bouquet that will later give it a delightful taste.

Soraida Alvarez, a true master in this mysterious and millennial art, indicates that the total aging capacity in this refinery is almost a half million liters, of which 95 percent is dedicated to solera rums that are used as a base in the end products. These rums age for between six months and seven years, according to their uses. In the rest of the barrels is “El Tradicion,” a sweet wine made from raisins and that pays homage to its name.

Puerto Principe Drinks Complex in Camaguey.

Alcohol, aguardiente matured for a minimum of one year and alcoholized syrup are the three basic raw materials for the creation of rum base or solera, Brown explained. A third of this rum is employed in products for tourism, especially in the three-year-old rum.

Nevertheless, 70 percent of the Puerto Principe products are made with pre-processed rum coming essentially from the Cardenas Rum Refinery and the Central Villa Clara Rum Refinery, though they “don’t always arrive with the required quality,” the administrator pointed out.

“As soon as the raw material enters we begin carrying out a physical-chemical analysis as to the alcoholic grade, the total acidity and the ester content, which are of great importance in the bouquet of the base rums,” explained out Lina Estevez.

After 10 years of experience, Darvin Castrillon (an all-round operative whose comrades affectionately call the “doctor” of the filling machine, the position where he has spent the most time) staffs the most critical point on the production line, since this is where breakdowns tend to occur.

“Here the principal difficulties are related to the wearing down of the pistons, which are very old and force me to position the bottles to keep them from drawing in air. Once I was trying to re-position a bottle that had drawn in air and it exploded. That resulted in an injury that required two stitches in my finger,” he explained, emphasizing the importance of workplace safety.

“The hoses also create problems because they’re made out of a material that is very difficult to find. The rum stiffens them, so it’s necessary to cut the tips so that they don’t take in air and fill the bottles too quickly. The springs come apart, which leaves them shorter, requiring me to apply more force to the lever. This precarious technological state demands a lot from me. It’s exhausting work, but I’ve gotten used to it and I’ve learned how to innovate…to do more with less, something in which we Cubans are masters.”

Pink Pigeon outflies Dodo!

One can see why the name of Mauritius’s most famous bird, the Dodo, might not have appealed to marketing types- as dead as a…!

Rumpundit

Pink Pigeon Rum

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“Creative agency devilfish and Buddy have joined forces to launch a new rum brand for Berry Bros. & Rudd, one of the world’s oldest wine and spirit merchants. The new rum brand is called Pink Pigeon, and hails from the island of Mauritius.

Berry Brothers & Rudd wanted to create a new ‘ultra premium’ rum brand, aiming to attract a new younger rum consumer by breaking with all of the conventional premium alcohol brand communications and packaging.

Whilst researching Mauritius, we found out about the pink pigeon – a rare extension to the pigeon family which is only found in the wild on the island. This unique creature became our brand icon, aligning ‘The Pink Pigeon’ with both the island and the notion of rarity.”

“devilfish was commissioned by BB&R to create the whole Pink Pigeon brand. Together with Buddy we generated the Pink Pigeon brand name, brand guidelines, bottle design, packaging, and label design.

The striking iconic crest celebrates the story of the Pink Pigeon and it’s Mauritian provenance creating a contemporary look and feel that challenges the conventional ‘design’ language of premium rum, other packaging details include; a pink rubber (pigeons foot ring) band, sealed with ribbon strip and black wax and pigeon droppings within the crest.

With its distinctive, stylish bottle, easily drinkable Vanilla tones and Mauritian provenance, Pink Pigeon redefines rum as a fresh alternative to the over saturated Vodka market. It launched initially in Mauritius in Dec 2010, and will roll out in exclusive bars and clubs around the world, from Feb 2011.

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Only in America

As the article says, these were hardly key markets, but Pernod seems to have reacted to Bacardi vigorously – this is a global grog fight. Rum Pundit

GLOBAL: Bacardi sees Havana Club trademark revoked in all but US

By: just-drinks.com editorial team | 10 February 2011
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Tajikistan, Croatia, Kyrgyzstan revoke Bacardi’s tradmark
Pernod Ricard’s Havana Club Holding takes ownership
US now sole recogniser of Bacardi Havana Club trademark

Pernod Ricard has claimed the Havana Club trademark in three European markets after Bacardis ownership was revoked

Pernod Ricard has claimed the Havana Club trademark in three European markets after Bacardi’s ownership was revoked

Bacardi has had its registration of the Havana Club trademark revoked in three Eastern European markets, just-drinks understands, leaving only the US as recognising its ownership.

In a series of legal papers seen by just-drinks, the patent offices of Tajikistan, Croatia and Kyrgyzstan have terminated Bacardi’s registration of Havana Club due to its non-use of the term in the countries. The news follows last week’s ruling by the Spanish Supreme Court granting ownership of Havana Club to Pernod Ricard’s joint venture with Cuban Government-controlled Cubaexport.

According to one set of documents out of Tajikistan, the appeal board of the country’s patent office, GU Centre NPI, ruled in May last year that the filed trademark Havana Club would cease to have effect in the country.

Also in May last year, the State Intellectual Property Office in Croatia handed down a decision revoking Bacardi’s holding of the trademark. The office was responding to a request submitted by Pernod’s joint-venture with the Cuban government, Havana Club Holding (HCH), in July 2009. Bacardi’s ownership of the trademark in the country was subsequently ceased by the office and back-dated to the same date as HCH’s revocation request. Bacardi was also instructed to compensate HCH HRK2,370 (US$438) for “procedural charges”.

The Croatian documents also state that, in a separate proceeding, Bacardi was advised in September 2008 that a revocation request had been filed for the Havana Club trademark. The company was given 60 days to respond, but “failed to respond within the given deadline”.

Finally, in Kyrgyzstan, a decision was handed down by the inter-district court in the capital, Bishkek, on 14 December. A writ of execution, dated 18 January, terminated “in full and early validity” Bacardi’s ownership of the trademark in the republic, “basing on the fact of its non-use … during three consecutive years”.

Having registered the trademark in the country in June 1998, Bacardi “hasn’t been using the trademark regarding … importing (or) selling itself or through agents”. The papers noted that Bacardi “failed to appear” at the court hearing.

Subsequently, Bacardi appears to now only hold the trademark in the US, where it continues to sell its Havana Club rum brand. Bacardi has won all court cases in the US relating to the rights to use the brand, up to the US Supreme Court.

When contacted by just-drinks today (10 February), a spokesperson for Pernod said that HCH has subsequently taken ownership of the trademark in Tajikistan, Croatia and Kyrgyzstan. Whilst conceding that the three countries did not represent key markets for HCH, the spokesperson noted that “we’re going to develop (Havana Club) in these three markets”.

Bacardi did not respond to requests for comment on the news when contacted by just-drinks this week.

A distilled controversy

Lowland Scots would not have been seen dead in a kilt until Walter Scott romanticised with all that Rob Roy stuff. And Rabbie Burns drank rum as well – Rumpundit.

Row breaks out over rum advert making fun of Scotsmen in kilts

Feb 7 2011 By Charlie Gall

A ROW has broken out over a booze advert that pokes fun at Scotsmen in kilts.

Angostura rum-makers in Trinidad and Tobago launched a bid to woo whisky drinkers with a series of ads showing a man in a kilt dancing a Highland Fling.

But he fails to impress a mini-skirted beauty in heels as the billboards proclaim: “In Scotland, men dance in skirts. In Trinidad, men dance with WOMEN in skirts.”

The campaign is Angostura’s bid to lure locals away from whisky.

But it has sparked an angry backlash from Scots around the world.

Hugh Statham, of Geoffrey Tailor Kiltmaker, fumed: “It’s misleading – a kilt is not a skirt. And people who refer to kilts as skirts are just being idiots.

“It’s a cheap jibe and disrespectful to Scotland.”

One angry expat in the Caribbean said: “They’re saying something against a people and a nation and that’s crossing a boundary.”

Another added: “People come from all over the world and they’re going to see this.”

Yesterday, Angostura spokesman Brian Woods defended the ads. He said: “They’re light-hearted and there was certainly no desire to cause offence.”

Campbell Evans, of the Scotch Whisky Association, shrugged off the row.

He said: “Scotsmen and Scotch whisky are both self-assured and that quality is recognised, sought after and appreciated around the world.”

Bacardi distills Spanish Court decisions

A somewhat disingenuous version of events, which downplays that the company lost the case – and does not mention that it has lost every case on the issue outside the US, where its lobbying power in Washington keeps it on top. The family obsession is self defeating – Rumpundit.

Spain’s Supreme Court Upholds Fundamental Arguments of Bacardi in Havana Club Rum Case

Case Rejected Only on Technicality; Bacardi Encouraged by Court’s Ruling and Plans Next Steps

HAMILTON, Bermuda–(BUSINESS WIRE)–Bacardi Limited:

“acquired any remaining rights to Havana Club, as well as the recipe from the Arechabala family. The First Amendment protects Bacardi’s ability to accurately portray where its rum was historically made.”

  • Spanish Supreme Court supports merits of Bacardi appeal
  • New legal avenues for Bacardi case planned due to ruling on legal technicality only
  • Spanish Court rules Havana Club Holdings (a joint venture between Cuban state and Pernod Ricard) “does not deserve to be considered a good faith third party purchaser of the Spanish Havana Club trademark”
  • Spanish Court says Havana Club Holdings Spanish registration of the Havana Club trademark violated Spanish public law
  • Bacardi has won every legal case in United States on Havana Club
  • Bacardi continues to sell Havana Club rum in United States

Bacardi Limited, the largest privately held spirits company in the world, plans the next legal move to protect its legitimate ownership and trademark rights to the Havana Club brand in Spain. The Company praises the Spanish Supreme Court for recognizing nearly all the legal merits of the appeal on the legitimacy of Bacardi’s rights and registration of the Havana Club rum trademark in Spain, but is disappointed that the court ruled in favor of Havana Club Holdings on the legal technicality of a statute of limitations.

The high court of Spain ruled that the transfer of the trademark registration of Havana Club rum in Spain by Cuba and its partners violated Spanish public law. The court ruled that Havana Club Holdings “does not deserve to be considered a good faith third party purchaser of the Spanish trademark of Havana Club,” and noted that the company Jose Arechabala, S.A. (and Bacardi as its successor) was illegally deprived in Spain of the Spanish trademark registration for Havana Club. The court however did not restore the Spanish trademark registration to Bacardi only on the grounds of a technicality involving the statute of limitations for a claim.

“This decision clearly supports and recognizes the rights of the original owners of HAVANA CLUB, the Arechabalas and Bacardi, as its rightful successor,” said Séamus McBride, President and CEO of Bacardi Limited.

It is critical to note that Spain’s high court ruled that Spanish law does not recognize the validity of the acquisition by Cuba and its partners of the Spanish HAVANA CLUB trademark registration on the basis of the confiscation of HAVANA CLUB ordered by the Cuban State in 1960.

Bacardi has and will continue to defend its position in the wake of ongoing and inaccurate allegations by Havana Club Holdings surrounding the legitimacy of Bacardi’s rights and ownership of HAVANA CLUB rum.

Bacardi, Jose Arechabala, S.A. and members of the Arechabala family sued Havana Club Holdings, Havana Rum and Liquors, S.A., Cubaexport and the Republic of Cuba in 1999 in Mardrid’s Court of 1st Instance No. 54 to invalidate the Cuban entities’ transfer of the Havana Club trademark in Spain from Jose Arechabala, S.A.

As Bacardi and Jose Arechabala, S.A. have asserted for the past 12 years, and Spanish courts have not contested, Bacardi legally owns the rights to the Spanish HAVANA CLUB rum brand, having purchased the trademark from the original legal owners, creators and proprietors of the brand.

The Arechabala family created Havana Club rum in Cuba in 1935 and sold their rum in Spain and other countries. In 1959, the Arechabala’s Havana Club brand and other assets were confiscated by the Cuban government without compensation.

In the early 1990s, Cuba signed an agreement with French based Pernod Ricard to exploit the confiscated brand globally through a joint venture called Havana Club Holdings.

The Provincial Court or Madrid ruled that confiscation is not a valid right to ownership for Spanish brands. Trademarks are territorial and civilized nations around the world do not recognize claims to ownership of trademarks based on foreign confiscation. It is important to note that the Arechabalas never gave up their rights to the brand and were seeking to revitalize it, but lacked the financial backing to do so, because of the illegal confiscation of their company and personal assets by the Cuban government. Bacardi purchased the rights to the HAVANA CLUB trademark from the creators and original owners, the Arechabala family.

Bacardi has won all U.S. court cases relating to the rights to use the HAVANA CLUB brand, up to the U.S. Supreme Court.

Most recently in April 2010, a U.S. federal court also recognized that Bacardi “acquired any remaining rights to Havana Club, as well as the recipe from the Arechabala family. The First Amendment protects Bacardi’s ability to accurately portray where its rum was historically made.” U.S. District Judge Sue Robinson also wrote Pernod Ricard USA showed “no evidence that today’s Havana Club rum product (made by Bacardi) differs from the original pre-revolutionary Cuban rum in any significant respect.” In her 22-page ruling, Judge Robinson also found that Bacardi’s HAVANA CLUB rum “has a Cuban heritage,” derived from a family recipe first used in Cuba around 1930.

About Bacardi Limited

Bacardi Limited is the largest privately held spirits company in the world and produces and markets a variety of internationally-recognized spirits and wines. The Bacardi Limited brand portfolio consists of more than 200 brands and labels, including some of the world’s favorite and best-known products: BACARDI® rum, the world’s favorite premium rum and world’s most awarded rum; GREY GOOSE® vodka, the world-leader in super premium vodka; DEWAR’S® Scotch whisky, the top-selling blended Scotch whisky in the United States; BOMBAY SAPPHIRE® gin, the top valued and fastest-growing premium gin in the world; MARTINI® vermouth, the world-leader in vermouth; CAZADORES® blue agave tequila, the top selling premium tequila in the world; and other leading brands. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. For additional information, please visit www.bacardilimited.com.

Contacts

For Bacardi Limited
Amy Federman, 441-294-1110
afederman@bacardi.com
or
Patricia M. Neal, 441-294-1110

Havana Trumps

Bacardi is losing friends and wasting money with this futile battle over a brand that was not theirs to begin with. They cannot win outside stacked US courts and create ill will everywhere else in the world. They have legitimate grouses against Castro, who turned on them after they bankrolled his rebellion, but this is not the way to vindicate themselves. – Rumpundit.

By DAVID ROMAN

MADRID—Spain’s Supreme Court on Thursday ruled in favor of Pernod Ricard SA in a long-running dispute with rival Bacardi Ltd. over the rights to the Cuban rum trademark Havana Club, setting a likely precedent for other cases involving property taken over by Cuba’s communist government.

The ruling by the country’s top legal court represents the third time that Spanish courts have rejected Bacardi’s challenge against Pernod’s and Cuba’s ownership of the famous brand, after two previous decisions by lower courts. It also marks a significant legal victory for France’s Pernod, the world’s second-largest distiller by sales after the U.K.’s Diageo PLC, and the Cuban government, which has secured the rights to the brand in most countries.

ReutersA barman makes mojitos at the Bodeguita del Medio bar in Havana, Cuba. The Havana Club company produces the rum and is a joint venture between the Cuban government and Pernod Ricard.

pernod0203

pernod0203

Pernod sells three and a half million cases of rum in 124 countries each year under the Havana Club name, through a joint venture with the Cuban government. That arrangement, which began in 1993, prevents Pernod exporting to the U.S. because of Washington’s longstanding trade embargo against Cuba.

Pernod and Bacardi have been locked in legal battles in Spain and the U.S. since Bacardi claims it has the rights to the trademark for the U.S. after it bought them in 1994 from the Arechabala family, founders of the brand early in the last century. The Arechabala family was stripped of its properties by the Cuban government after the 1959 revolution there.

Bacardi claims that the move by the Cuban government was illegal, and it released its own Havana Club in the U.S. in 2006. Unlike the rum sold by Pernod, Bacardi’s rum is made in Puerto Rico. Spain and the U.S. are traditionally the top two markets for the Havana Club brand.

In its ruling, Spain’s Supreme Court declined to take a stance on the legality of the expropriation under Cuba’s Law 890 of 1960, which nationalized the country’s entire economy.

The court added that its decision against the plaintiffs, Bacardi and the Arechabala family, is based on the fact that the legal register of the Havana Club brand in Spain, under the Arechabalas’ ownership, expired in the 1960s, and was later lawfully renewed and taken over by the Cuban government.

Bacardi wasn’t immediately available to comment on the ruling.

Bacardi last year won a key ruling in the U.S., when District Judge Sue Robinson in Delaware denied Pernod’s request for an injunction to bar Bacardi’s U.S. arm from using the brand name.