US: Gruppo Campari brings Sagatiba cachaça back to US

By | 13 June 2013

Campari has launched the brand in the US this week

Campari has launched the brand in the US this week

Gruppo Campari is re-introducing Sagatiba cachaça to the US. 

The two-strong "premium" cachaça range was launched in New York, Florida, Southern California, Northern California and Nevada this week, the group's US unit said yesterday (12 June). The launch was timed to coincide with yesterday's International Cachaça Day. 

Sagatiba Pura, an unaged cachaça, has an SRP of US$24.99 per 75cl bottle, while Sagatiba Velha, aged for two to three years, will retail at $29.99. 

“Cachaça is the third-largest spirits category in the world and is quickly becoming one of the hottest, fastest-growing categories in the US market,” said Umberto Luchini, Campari America's head of marketing. “We’re excited to share one of Brazil’s favourite exports with American consumers.”

Sagabita was founded by Brazilian entrepreneur Marcos de Moraes in 2004 and acquired by Campari in 2011 for $36.3m.

Expert analysis

Global market review of cachaça – forecasts to 2016

Cachaça is the ninth-largest global spirits category at 82.67m nine-litre cases, deriving the vast majority of this volume from the domestic market, selling some 81.8m cases in Brazil in 2011. It has been widely tipped as the next big international spirits category. Much of that enthusiasm is based on potential, rather than actual, international performance to date. With Brazil scheduled to host both the Football World Cup in 2014 and the Summer Olympics in Rio in 2016, there has possibly never been a better time to build global awareness around the national spirit.

Sectors: Spirits

Companies: Campari

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