At the centre of the campaign is La Controversia, a Cuban lyrical duel that dates back to the 17th century. In this tradition, words, rhythm, and wit create spontaneous moments of connection, serving as a poetic expression of what it truly means to be in good company.

It also explores the battle of rum versus whiskey in Cuba, highlighting each spirit’s unique role in the nation’s culture.

The campaign was created by Neit’s creative partner Ivan Olita and director collective Broga.

Shot in the heart of Havana, the film features Cuban poets, including notable figures from the La Controversia tradition. The film explores the tension between the past and present, as well as tradition and evolution, echoing Neit’s philosophy that ‘whiskey is not just a beverage but a vessel for meaningful moments’.

Product and editorial photography and vintage-inspired graphics drawn from 1960s Cuban postcards pay tribute to the country’s rich drinking traditions.

Neit Whiskey was launched in 2024 by brothers Francesco and Luca Fracassi and advised by Jorge Cosano.

Last year, the brand debuted in the US and announced new strategic appointments to drive its growth.

Earlier this year, Neit partnered with London-based PR and creative agency RG2 Communications to launch in the UK.