Rhum Barbancourt - Haiti Observer Blog

Tonton Bicha, an expert in advertising, seems to be getting into some hot water recently. According to some who listen to his latest advertising he did for the Rhum Bakara, the suggested that Tonton bicha went too far in putting down Rhum Barbancourt and the Haitian Voodoo religion.

Tonton Bicha actually never mentioned the name of the competitor Barbancourt in his ad; however, that doesn't stop people from assuming that he was clearly referring to Barbancourt rhum

He stated in the ad "Pa Banm Kou" to refer to the competitor which seem to me very different from "Barbancourt", or is it?

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A firestorm has erupted over a radio commercial comedian Tonton Bicha made for Rum Bakara, an import from the Dominican Republic (DR). The outrage focuses on two elements of the commercial, which tie into each other.

The advertising campaign promoting Rhum Bakara brands the product as "cultural rum". The connection made
by Tonton Bicha between the descriptor and its characterization is the trivialization of Voodoo, a Haitian religious belief that has only been legitimized by the government in the last ten years. The content of the commercial depicts a conversation between a houngan and voudouisant (positions held in Voodoo communities) that caricatures Haiti's Rhum Barbancourt, a venerable 150 year-old company that has passed down its legacy to four generations of rum makers.

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Barbancourt is a popular rum produced in Haiti, considered one of the premier rums manufactured on the globe. French cognac maker, Dupré Barbancourt, came to Haiti and began rum production in 1862. Four generations of Barbancourts have run the family empire, beginning with Nathalie Gardère, Barbancourt's widow. She managed the operation along with Paul Gardère, her nephew, until her death. He took over production until he passed away in 1946. Surviving son, Jean Gardère, headed the operation until he passed in 1990. His son, Thierry Gardère, has been leading the company ever since.

By 1949, the Barbancourt Company had moved operations to the sugar cane plantation, Domaine Barbancourt, in the Plaine du Cul-de-Sac area. In the early 1950s, the profitable operation increased production, making the company a prominent manufacturer of premium rums.

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