Publicis secures Brazilian rum job

British consumers are to be wooed by the UK launch of a drink based on Brazil’s most popular distilled spirit, cachaça.

Publicis Consultants has been hired to introduce Sagatiba, a pure cachaça produced from sugar cane.

A trade push in September will launch the drink in premium London bars, while the consumer drive will break in November.

Publicis will initially position Sagatiba as a cocktail base, then set it up as a rival to Smirnoff and Absolut vodkas.

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