Cabana Cachaca Launches National Advertising Campaign

“Authentically Brasilian” Right Down to the Tan Lines

Cabana Cachaça, the luxury cachaça launched in the United States just two years ago, announces what will prove to be 2008’s sexiest ad campaign. With the tagline, “Authentically Brasilian”—shot by renowned fashion photographer Mario Sorrenti—is indeed both authentic and Brasilian, down to the Portuguese spelling of the brand’s country of origin and the telltale tan lines left behind by the models’ itsy, bitsy bikinis. With no strings attached (literally) the campaign—set to break in June issues of Vanity Fair, Men’s Vogue, W Magazine and regional Niche Media Publications—is hotter than Rio in summer!

The third most distilled spirit in the world, cachaça—the national spirit of Brasil, distilled from freshly pressed sugarcane rather than molasses, from which most rum is produced—has been relatively unknown in the U.S. up until recently, with only .5 percent of Brasil’s production exported here. But with the growing consumer demand for the caipirinha—the Brasilian national cocktail and already the rage across Europe—the country’s best kept secret has started to become a force to be reckoned with, with more than 12 brands of cachaça currently being exported here and more on the way.

Cabana elevates and refines cachaça from its overly vegetal and harsh taste to a smooth and versatile elixir in very distinct ways. Cabana is authentic to the core-distilled, aged and bottled in Brasil, unlike others which are mass produced and shipped in bulk for bottling outside of Brasil. Additionally, Cabana is the first imported cachaça to be hand crafted in small batches, double-distilled in copper pot stills (versus single-distilled in columns) and mellowed for six months in Brasilian Jequitibá barrels. Cabana’s innovative production process strips out the impurities common in most cachaça, while isolating the desirable characteristics that make it unique. For these reasons, Cabana is the only cachaça that commands a super-premium price—approximately $34.99 per 750-millileter bottle.

While other cachaças are appropriate for the beach, Cabana owns the night. It is therefore only available at the very chicest bars, restaurants and night clubs, many of which offer bottle service of the brand, a first for the cachaça category. These hot spots use Cabana not only to prepare the ultimate caipirinha, or its Cuban sister cocktail, the mojito, but a wide range of sophisticated rum-based cocktails. The new ad campaign, created for Cabana by renowned New York advertising agency Avrett Free Ginsberg, expresses this sensual, exotic nocturnal fantasy seemingly invented by the Brasilians, who have the ability to make a party out of nothing, and then make it the most exciting night you’ve ever had. Frank Ginsberg, CEO of the Agency, added, “Advertising for spirits brands has become very watered down in recent years. We wanted to add a shot to the category, albeit in a very sexy and sophisticated way, that would get both men and women to immediately take notice of this new, super-premium cachaça.”

Cabana Cachaça was launched in 2006 by Matti C. Anttila, a 20-something New York investment banker turned spirits entrepreneur who first discovered cachaça while experiencing the heady nightlife of Rio de Janeiro. Anttila explains, “This new campaign helps to communicate the authentic essence of Cabana, and distinguish it from the other mass cachaças starting to come into the US market. It is the first truly super-premium cachaça, worthy of sitting alongside Grey Goose, Patron and other ultra-premium and luxury category leaders.” For additional information, go to www.cabanacachaca.com

» View the Campaign at Cabanacachaca.com

About Avrett Free Ginsberg (AFG)
AFG founded in 1971 and headquartered in New York City, specializes in taking premium products and turning them into iconic lifestyle brands. Along with a client roster that includes multiple blue chip accounts, their work includes award winning campaigns for brands such as Bacardi, Dewar’s, Van Cleef & Arpels, St. Regis Hotels and Tumi. For more information visit their website at www.avrettfreeginsberg.com.

Primary Contact:
Gabe Miller
Director of Account Services
Avrett Free Ginsberg
(212) 418-7240
[email protected]

Secondary Contact:
Frank Ginsberg
Chairman and CEO
Avrett Free Ginsberg
(212) 832-3800
[email protected]