Cuban-American Entrepreneur Tony Haber Revives Iconic Brands Like Guayabita del Pinar in the U.S.

Cuban-American businessman Tony Haber (born in Santiago de Cuba, 1973) has taken on the mission of reviving some of Cuba's most iconic brands for the exiled community, producing them in the United States. His latest venture is the launch of the renowned Guayabita del Pinar, now available in a "very limited" edition. Customers can find it at Total Wine locations in Florida, Georgia, Tennessee, and South Carolina.

Taking advantage of the Cuban government's failure to renew certain rum licenses in the U.S., Haber has successfully registered several brands, including Santero, Arecha, Varadero, and lesser-known names like Flor de Habana and Nucay, in addition to Guayabita del Pinar.

The release of Guayabita del Pinar this week marks the culmination of seven years of dedication, not only to secure the licensing but to replicate the famous fruit outside of Cuba. This fruit, which comes from a wild plant, was essential to the spirit's unique identity.

Initially, the challenge was to export a guayabita seed from Cuba. The subsequent difficulty lay in getting it to germinate. Early attempts in the U.S. were unsuccessful, as the heat proved too intense for a fruit used to the milder climate of Pinar del Río.

Ultimately, alongside his partner Andrés González Mancilla, a descendant of the creators of the Guatemalan Zacapa rum, Tony Haber succeeded in cultivating the plant outside of Cuba.

After three years, the guayabitas taken from Cuba began to bear fruit in South and Central America. With the formula perfected, there were no longer any barriers to reviving Guayabita del Pinar, a beverage originally crafted by Genaro Rivera, an Asturian immigrant who settled in Pinar del Río in the 19th century.

The Historical Journey of Guayabita del Pinar

What started as a homemade concoction became a commercial brand in 1892, thanks to Basque entrepreneur Lucio Garay Zabala, who founded Casa Garay y Compañía. Under the Garay family's stewardship, Guayabita del Pinar garnered international accolades, including the Grand Prize in Havana (1911), third place in Rome (1924), and a gold medal in Plovdiv (1988).

Despite these achievements, the brand's fortunes declined after the 1961 nationalizations, when it fell under the control of the Cuban regime. While it experienced brief resurgences in the 1980s, the brand ultimately withered. Tony Haber argues that the regime's failure to maintain the U.S. license is indicative of their neglect.

Summing up his efforts and aspirations, Haber states, "Guayabita del Pinar was destroyed in Cuba, and now we are bringing it back to life in the U.S. It took seven years, but it’s finally available for purchase."