 | Sagatiba Distiller Nahor Gustavo Lanza Faria (left) and Lucas Rodas, the brand’s Director of International Markets |
BRAZIL. Sagatiba, a young Brazilian Cachaça company and brand of the same name, is targeting travel retail as part of a big-budget foray into the export drinks market.
The brand was launched in the UK last September and has also been introduced in the Netherlands, Switzerland and Italy, as well as its native Brazil.
The choice of export markets has been carefully thought out. In each of its roll-out countries Sagatiba has selected the most trend-setting locations, what it calls the “˜Contagious Cities’. These represent the
most influential venues for setting social drinking trends. So in the UK it will be London; Italy, Rome and Milan; Amsterdam for the Netherlands and Geneva and Zurich in Switzerland.
The controversial ad campaign derives from the famous mountain top statue, Christ the Redeemer, that overlooks Rio de Janeiro. Saatchi’s version features a Jesus-like figure, arms outstretched, in t-shirt and jeans. |
Sagatiba speaks to a younger, unconventional audience through its ‘Pure Spirit of Brasil’ campaign |
Sagatiba is currently implementing a permanent stand alone cocktail bar in top London department store Selfridges and has just been launched in premium UK supermarket chain Waitrose.
Director of International Markets Lucas Rodas told The Moodie Report: “We’re focusing on premium outlets and so we’re looking at duty free very carefully. We don’t intend to simply have the brand listed there – we want to work closely with our retail partners, creating some stylish bar concepts and theatre in-store, and do special tastings with a bartender.”
The company added: “The potential for Sagatiba in duty free is huge and we are ready to show the industry what can be achieved within the untapped Cachaça category.The target consumer for Sagatiba is the individual who travels to these key cities, who knows the latest trends and appreciates the finest restaurants and bars. These modern travellers also appreciate art and fashion, and in general appreciate the finer things in life.”
Sagatiba’s global push is not just a hopeful initiative – it is being supported by a heavy advertising and promotional effort, with top agency Saatchi & Saatchi having developed a controversial marketing campaign for the European launch.
This European push benefited from a recent BBC documentary on Saatchi & Saatchi which focused on Sagatiba’s marketing campaign. The documentary, aired in February, was watched by 12 million people. It included footage on the creative journey leading up to the advertising campaign as well as interviews with Sagatiba directors.
The ad campaign derives from the famous mountain top statue, Christ the Redeemer, that overlooks Rio. Saatchi’s version of the icon features a Jesus-like character, arms outstretched, in a t-shirt and jeans. The campaign has the Jesus figure hanging out in bars and around pools.
The Cachaça opportunity
Rodas said the brand is being positioned both as a premium white spirit and also as a leader for the Cachaça category. Cachaça is the base spirit for the famous Brazilian cocktail, the Caipirinha. “We’re not afraid of our heritage,” he says, “we are a premium top-quality white spirit but we are also a Cachaça.”
Sagatiba, promoted as “the purest Cachaça in the world” is attempting to take the category from comparative unknown status globally to true international premium spirit status. Even though over 1.3 billion litres are produced each year, only 1% or 14 million litres are exported.
At present most of the small amount of exported Cachaça is to Europe, particularly Germany which accounts for more than 40% of the total. Most Cachaça producers are high-volume orientated and focused on the Brazilian market only.
“There is a great opportunity for a high-quality and well-branded Cachaça in the global spirits market.” – Lucas Rodas |
Because of its smoothness, Sagatiba is ideal for a range of fresh fruit cocktails, not just the popular lime-based Caipirinha. Fresh strawberry or passion fruit Caipirinhas are the latest trend as are Sagatiba’s own Bloody Mary’s with fresh tomatoes and rosemary, the SagaMojo, with fresh mint and the Sagatonic. |
It is currently offered in two references, Pura and Velha (see factfile below). Pura is the more mainstream line, positioned against the likes of Absolut vodka or Havana Club rum. Velha, aged for three years, will be positioned more in single malt whisky territory.
Sagatiba will focus on the “more modern and inspirational Brazil – we have a passion for life and that’s how we will present ourselves”, notes Rodas.
He acknowledges that creating a new global spirits brand, especially from an unsung category, will be difficult. But he points out that the company (www.sagatiba.com) is extremely well-capitalized and very serious. With tourism growing exponentially in Brazil – President Lula regime plans to double inbound tourism by 2007 – the opportunities for brand development at home and abroad are huge, Rodas claims.
He draws an analogy with vodka, saying: “If you look at vodka 30 or 40 years ago most of it was consumed in Russia – look at it today, it is everywhere.” If Rodas has his way, so will Sagatiba be.
Sagatiba factfile
Sagatiba Pura
Alcohol: 38%
Product: Multi-distilled spirit from sugar cane
Description: “˜The purest Cachaça in the world; the perfect spirit for the preparation of caipirinhas and other cocktails or to be enjoyed straight
Packaging: 700ml and litre bottles with clear glass; Infinity Sagatiba logo embossed; screen printed bottle; art work on the back label
Sagatiba Velha
Alcohol: 38%
Product: Aged (three years) Cachaça from sugar cane
Description: “˜A selection of the best aged Cachaças; great to drink straight; available in limited quantities.’
Packaging: 700ml and litre bottles with clear glass; Infinity Sagatiba logo embossed; screen printed bottle; art work on the back evoking Brazilian heritage
Sagatiba promotions
Mystery Consumer: A promotional agency staff member not familiar to the staff, will walk into a bar and ask for a cocktail. If the staff member suggests a Sagatiba cocktail, they will receive a gift ranging from an iPod shuffle to a trip to Brazil. If they do not suggest a Sagatiba Cocktail, they will receive a red card
explaining the programme and the missed opportunity.
Fresh Fruit Cocktail Nights: Sagatiba promoters will be organising “˜Fresh Fruit Cocktail Nights’ within various outlets. POS material includes Sagatiba cocktail cards.
Cocktail of the Season: Sagatiba will challenge bartenders to create special cocktails. These will be judged at a bartenders’ event organised by Sagatiba and the best ones will be awarded with national and international media exposure.
