Sandro Castro, grandson of the late dictator Fidel Castro, has unveiled his latest attempt to promote a devalued beer brand in Cuba. In his video, he embodies the character "Vampirach" and engages in a crude interaction with a group of young women at a park on Avenida Paseo in Havana.
The scene begins with Sandro approaching four young women who are drinking beer, declaring they are in "falpismo mode in action," suggesting explicit sexual intentions and further debasing the nature of his content. By shouting "¡Cristach!", a mocking distortion of the beer brand's name, the Castro vampire reveals his true goal: to sell a poorly regarded beverage at any cost, even when it is rejected by its own market.
There is an underlying fetishism in his strategy. The vampire grandson sexualizes the act of drinking beer, associating it with the image of a young woman as a reward or consequence of consumption. Additionally, he uses the bloodsucker figure, traditionally loaded with erotic symbolism, to amplify this message.
This tactic isn't new. For several months, Sandro Castro has been using his "Vampirach" caricature to constantly promote beer in his videos, relying on a youthful, carefree, and sexualized image to obscure the bad reputation of Cristal, the flagship product of Cervecería Bucanero S.A.
In 2023, Cristal beer was ranked among the worst in the world by the esteemed site BeerAdvocate, a respected international reference among beer enthusiasts. It received a rating of 65 points, placing it at number 30,174 among all beers reviewed and 211 in its "American adjunct lager" category, known for being a low-flavor, light beer mass-produced with cheap grains.
This ranking was a disgrace, considering the brand's history as one of the world's top beers. Consumer reviews were scathing, labeling it as "basic," "poor," "without character," and "refreshing only out of necessity." For many, drinking Cristal is more of an obligation than a choice in a Cuban market long plagued by a severe supply crisis.
While platforms like BeerAdvocate promote respect for quality beer, in Cuba, the sale of Cristal and the use of caricatured figures like Sandro Castro to mask the product's decline is yet another example of a manipulated market, where consumption is driven not by quality, but by scarcity.
Exploring the Marketing Tactics of Sandro Castro and Cristal Beer
What character does Sandro Castro use to promote Cristal beer?
Sandro Castro uses the character "Vampirach" to promote Cristal beer in his videos, employing a youthful and sexualized image.
How is Cristal beer rated by BeerAdvocate?
Cristal beer received a rating of 65 points on BeerAdvocate, placing it in the 30,174th position among all beers evaluated and 211th in its category.
What are some consumer reviews of Cristal beer?
Consumer reviews describe Cristal beer as "basic," "poor," and "without character," noting it is refreshing only out of necessity.