At the start of 2026, the whole world has its eyes on Bad Bunny, the Puerto Rican phenomenon who has just made Super Bowl history. On February 8, during the halftime show of Super Bowl LX at Levi’s Stadium in Santa Clara, Benito Antonio Martínez Ocasio—his real name—transformed the football field into an explosive Latin party, singing mainly in Spanish for the first time in the event’s history.
With guests such as Lady Gaga and Ricky Martin, he celebrated Puerto Rican and Latin heritage, mixing reggaeton, plena, and contagious energy that got millions of spectators dancing. But beyond the music and lights, Bad Bunny embodies something deeper: he is a true ambassador of ron culture, the rum that flows through Puerto Rico’s veins like an elixir of national pride. Imagine the scene: Bad Bunny takes the stage wearing a pristine white jersey in a field of sugarcane recreated in the heart of the stadium. This is not just a concert; it is a statement.
Puerto Rico, an island with African, Spanish, and Taíno roots, is being honored. And at the heart of this identity? Ron, a spirit distilled for centuries on the island, a symbol of resilience and collective joy. Bad Bunny, a native of Vega Baja, has never hidden his love for this tradition.
In his closing song, “Café con Ron,” he pays tribute to this simple but powerful blend: strong black coffee sprinkled with rum, a drink that evokes the lazy mornings and wild nights of Puerto Ricans. This connection to rum goes far beyond lyrics. In 2025, Bad Bunny opened “Café con Ron,” a coffee bar and restaurant in Old San Juan, which infuses the spirit of rum into every cup.
Some see a direct connection to the artist—after all, the name is taken from his eponymous song. This place isn’t just a trendy spot; it’s a tribute to plena, a Puerto Rican musical genre punctuated by drums and stories of the people, often washed down with a good pitorro, the artisanal moonshine rum that Bad Bunny loves. In an interview with Wine Enthusiast, he confided that pitorro is “Puerto Rican heritage in a glass”: distilled clandestinely in the mountains, it represents the rebellion and creativity of his people. It’s no surprise that producers such as Bacardí and Don Q, pillars of Puerto Rican rum, draw inspiration from it for themed cocktails during his residencies in San Juan.
During the halftime show, even though rum wasn’t literally on stage (although who knows what was going on behind the scenes?), the spirit was there. Bad Bunny triumphed by spiking a soccer ball, as if to say, “This is Puerto Rico, with its music, its dance… and its rum!” This historic moment comes at just the right time, as the Puerto Rican rum industry is experiencing a global boom. Distilleries such as Bacardí, founded in Puerto Rico before exiling to Cuba, are returning to their roots, and tours such as “Bad Bunny’s Puerto Rico: Coffee, Rum & Old San Juan” are attracting fans from around the world to explore the distilleries and taste fresh pitorro.
In a world where rum is often reduced to sweet cocktails, it reminds us that it is a story of resistance, popular celebrations, and family ties. For us rum lovers, this halftime show was a giant toast. Here’s to Bad Bunny, and to a good café con ron to celebrate!
*Rumporter recommends: Try a “Hot Bunny,” a cocktail inspired by the artist with Don Q rum, espresso, honey, and a Tajín rim—as spicy as his music!*
Watch Bad Bunny’s Super Bowl halftime performance