FILE PHOTO - An exhibitor arranges Bacardi rum bottles during the TFWA (Tax Free World Association) exhibition in Cannes, southeastern France, October 19, 2009. REUTERS/Eric Gaillard
FILE PHOTO – An exhibitor arranges Bacardi rum bottles during the TFWA exhibition in Cannes

Liquor giants Bacardi and Pernod Ricard have been locked in a decades-long legal battle over who owns the rights to rum brand Havana Club— and Bacardi has decided to take the fight to a new stage. Literally.

Bacardi has launched a marketing charm offensive to court the public, by creating a live theatrical experience that tells the story of the Cuban family who first created the famous rum.

“Amparo” takes the audience on a journey back in time to pre-revolutionary Cuba of the 1950s, chronicling the journey of the Arechabala family…