Campari America Re-introduces Brazil’s Top Cachaça to American Consumers
SAN FRANCISCO (JUNE 12, 2013)—Campari America, a wholly owned subsidiary of Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPR IM), announced the highly anticipated, reintroduction of the Sagatiba® Cachaça portfolio in select U.S. markets in time to celebrate International Cachaça Day (today, June 12). Embodying the rich history and unique flair of its origin, Cachaça remains the number-one sugarcane spirit in Brazil and a favorite signature ingredient in the Caipirinha cocktail. Sagatiba, a coveted premium cachaça, is now available in New York, Florida, Southern California, Northern California and Nevada.
Formerly referred to as “Brazilian rum” in the U.S., cachaça (pronounced ka-SHAH-sa) is a spirit made from sugarcane juice, which differentiates it from rum made from molasses. Fusing more than 500 years of Brazilian cachaça-making tradition with an insatiable appetite for innovation, Sagatiba is made using hand-cut sugarcane that is matured 12-18 months, then naturally fermented with proprietary yeast, and then distilled without any additives. The name Sagatiba is derived from the Nordic suffix saga translated as “legendary search” and Brazilian native Tupi word tiba translated as “everlasting.” Bridging the gap between the past and the present is the contemporary artwork featured on Sagatiba’s packaging. The imagery pays homage to the rich history of cachaça, along with Brazilian culture by artistically incorporating pot stills and column stills; the Sugarloaf Mountain in Rio de Janeiro; a star, which is part of Brazil’s coat of arms; and the face of a woman, within the bottle design.
“Cachaça is the third-largest spirits category in the world and is quickly becoming one of the hottest, fastest growing categories in the U.S. market,” said Umberto Luchini, Head of Marketing, Campari America. “We’re excited to share one of Brazil’s favorite exports with American consumers.”
Founded by Brazilian entrepreneur Marcos de Moraes in 2004 and purchased by Gruppo Campari in 2011, Sagatiba’s portfolio offers consumers two expressions of high quality cachaça. Pura (pronounced Poor-Ra) is an un-aged cachaça primarily marketed towards a demographic that loves mixed drinks. Their second offering, Velha (pronounced Vel-Ya), is aged for two to three years and is for those who prefer drinking dark spirits ‘neat’ or ‘on-the-rocks.’
• Sagatiba Pura (SRP: $24.99/750ml): Delicate aroma of fresh cut sugarcane with a clean, smooth mouth feel , and a slightly lively botanical flavor. It is highly versatile and mixable given its clean, pure flavor. Ideal for the classic Caipirinha or a fresh fruit Caipirinha. It can also be used in place of vodka for many cocktails.
• Sagatiba Velha (SRP: $29.99/750ml): Smooth, layered with notes of butternut and plantain. Savor it neat, as a chilled shot, or as an alternative to aged rum or tequila in many classic cocktails.
Sagatiba Pura Caipirinha
• 2 1/2 ounces Sagatiba Pura
• Half a fresh lime (cut into wedges)
• 2 teaspoons of granulated sugar
Directions: Squeeze and drop lime wedges into rocks glass. Add sugar and muddle. Add Sagatiba Pura, fill with ice cubes and stir. Get creative and replace lime with any fresh fruit for a unique twist on the classic Caipirinha.
Sagatiba Velha Strawberry Shot
• 1 chilled shot Sagatiba Velha
• 1 hot pepper
• 1 cup powdered or granular sugar
Directions: Slice pepper and muddle with sugar. Soak strawberries in muddled mixture. Drink chilled shot of Sagatiba Velha and follow with bite of strawberry.
In February 2013, the Alcohol and Tobacco Tax and Trade Bureau (TTB) issued a final ruling recognizing Brazil’s national spirit as an official spirit and a distinctive product of Brazil. Under the final rule, products that meet the identity standards for cachaça may be labeled as such and no longer need to include the term “Brazilian Rum” on the packaging.
About Campari America
Campari America is a wholly owned subsidiary of Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPR IM). At the heart of Campari America are two legends in the American spirits industry. The first, Skyy Spirits, was founded in San Francisco back in 1992 by the entrepreneur who invented iconic SKYY Vodka. The second is the world-famous Wild Turkey Distillery in Lawrenceburg, Kentucky, where they have been making the world’s finest whiskies since the 1800’s. Both companies were purchased by Davide Campari-Milano and together they form Campari America, which has built a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Campari America manages Gruppo Campari’s portfolio in the US with such leading brands as SKYY® Vodka, SKYY Infusions®, Campari®, Wild Turkey® Straight Kentucky Bourbon, American Honey®, Russell’s Reserve®, Glen Grant® Single Malt Scotch Whisky, Cabo Wabo® Tequila, Espolón® Tequila, Appleton® Estate Rum, Wray & Nephew® Rum, Coruba® Rum, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Cynar®, Carolans Irish Cream®, Irish Mist® Liqueur, Sagatiba® Cachaça and Jean-Marc XO Vodka®. Campari America is also the exclusive US distributor of Bowmore® Islay Single Malt Scotch Whisky, Auchentoshan® Lowland Single Malt Scotch Whisky, Glen Garioch® Highland Single Malt Scotch Whisky, McClelland’s® Single Malt Scotch Whisky, Flor de Caña® Rum, Midori® Melon Liqueur, Hibiki® Whisky, Hakushu® Single Malt Whisky, and The Yamazaki® Single Malt Whisky.
Campari America is headquartered in San Francisco, California. More information on the company can be found at www.campariamerica.com, www.facebook.com/campariamerica, Twitter: @CampariAmerica and www.camparigroup.com. Please enjoy Campari America brands responsibly and in moderation
About Gruppo Campari
Davide Campari-Milano S.p.A., together with its affiliates (‘Gruppo Campari’), is a major player in the global beverage sector, trading in over 190 nations around the world with leading positions in Europe and the Americas. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. The Group’s portfolio, with over 50 brands, spans spirits, the core business, wines and soft drinks. Internationally-renowned brands include Aperol, Appleton, Campari, Cinzano, SKYY Vodka and Wild Turkey. Headquartered in Sesto San Giovanni, Italy, Campari owns 15 plants and 4 wineries worldwide and has its own distribution network in 16 countries. The Group employs over 4,000 people. The shares of the parent company, Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPR IM), are listed on the Italian Stock Exchange since 2001. For more information: www.camparigroup.com
Sarah Jones Amy Yakuboff
Benson Marketing Group Benson Marketing Group
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