Design contest gives legendary brew a new look
Winners of HATUEY beer’s inaugural marketing-design contest were announced recently at the Coral Gables Museum, 285 Aragon Ave.
The contest challenged artists to design an ad for the product, originally brewed by the Bacardi family in Santiago de Cuba in 1927, for the chance to win up to $5,000.
Announced Dec. 7, the winners were chosen for their creative ability to illustrate HATUEY beer’s Cuban heritage and legacy in a piece that combines the brand’s history and memories, while looking at the present and future.
Judges chose Adbul Delgado’s piece, Beer Me, as the first-place, grand- prize winner and new marketing image for the brand. The Miami-based artist’s work celebrates HATUEY beer’s iconic past using different techniques not only to enrich the image, but modernize the style of past ads without losing the essence of the brand.
“HATUEY represents the flavor of my homeland, its traditions, people and colorful history,” Delgado said. “I hope people can identify with my piece and its modern take on HATUEY.”
Ileana Cea of Miami was runner-up with One Cuba, One HATUEY. Her work incorporates many elements that are traditionally associated with Cuba, including HATUEY beer, all meeting in a puzzle-like manner and forming the Taíno Indian Hatuey head silhouette.
For third place, the judges chose Una Fria by Luis Fuentes of Miami. Fuentes’ Cuban heritage and the diverse Miami community influenced his piece, which is composed of a blend of pop art, graffiti and Cuban cubism mixed with the carefree feel and colors of Miami.
HATUEY beer has a long tradition of supporting the arts. During the 1950s in Cuba, the brand championed local artists and featured their work in HATUEY ads. HATUEY continues to celebrate the brand’s history by working closely with artists and providing the opportunity to influence the brand’s marketing efforts.
“We are committed to reviving the brand’s heritage, and HATUEY and the Arts demonstrates that commitment to an enduring legacy,” said Anler Morejon, HATUEY brand manager.
Artwork by the winners and competition finalists is are exhibited in the museum’s Bacardi Lounge, a temporary installation running through Friday, Dec. 28, in celebration of the Building Bacardi exhibit, which is on view through Feb. 17.
As for the brand namesake, Hatuey was an early 16th century Taíno chief from the island of Hispaniola.
Celebrated as Cuba’s first national hero, Hatuey is recognized as the first fighter against colonialism in the New World, attaining legendary status for leading a group of natives against invading Spaniards.
Hatuey’s name carries on as the first martyr in the struggle for Cuban independence.