NEW YORK -- The king of Cuban beers has landed on American shores.
Bacardi-Martini U.S.A. has introduced its authentic Cuban-style Hatuey beer in New York with eyes toward a national rollout.
"This beer is larger in Cuba than Budweiser is in the United States. It had over 50% of the beer market," Marcos A. Perez, brand manager for Miami-based Bacardi-Martini U.S.A., told SN at a press conference here to celebrate the launch of the product last month.
Perez said Bacardi-Martini, the world's largest rum distiller and fifth-largest liquor company, believes the time is right to launch its premium beer, and it expects it to appeal to the mainstream American audience.
"There has been a resurgence in all things Cuban -- traditional Cuban culture, including Cuban cigars, Cuban music, Cuban food. The time is right to introduce our beer with genuine Cuban heritage.
"From a business perspective there has been incredible growth in the beer category. Specialty beers are growing at an incredible rate," he said. "Our primary target is people who drink specialty beers. People who drink Sam Adams, Corona, Beck's, Heineken. These are people who are probably more inclined to try something new," he said, adding it will be priced comparable to Corona and Heineken.
Hatuey is a smooth, full-bodied beer that is designed to "please the palate" by holding up to spicy Caribbean foods -- yet to accommodate the region's hot climate, it is light, so more than one can be consumed. Named after a legendary Indian chief who was burned at the stake by the Spaniards and has since become a symbol of Cuban independence, Hatuey was introduced by Bacardi in 1926. The brand quickly catapulted to No. 1 in market share.
In 1960, the Hatuey breweries were confiscated by the Castro regime, but brewmaster Eduardo McCormack escaped with the secret recipe. It is now being brewed for Bacardi by G. Heileman's Baltimore brewery. Hatuey was introduced in Miami last October to rave reviews. It's also available in the Ybor City area of Tampa, Fla., and Union City, N.J., which also have large Cuban populations.
