At this moment, all the stars are aligned to introduce Caiacana.
Cachaça
- First known distilled spirit of the Western H
- Exotic and highly blendable alternative to other clear liquors
- Important roll in the increasing global demand for premium sugarcane spirits
- One of the fastest growing distilled beverage trends in the world
Caipirinha
- National drink of Brazil
- Cachaça, lime, sugar: Caipirinha
- New signature drink in the United States
Premiums
- People trending toward drinking premiums over the past 10-15 years
- Double-digit segment growth...United States leading way
- Limited competition within segment
Brazil
- Globally popular lifestyle: chic, exotic, athletic, magnetic, engaging, electrifying, etc. “Everyone loves Brazil!”
- #1 party nation...closly connected to the caipirinha
- Established product...rebirth of premiums
- Favorable exchange rate
Timing
- April 2013 - Cachaça labeled a “Distinctive Product of Brazil” in the United States by the Alcohol and Tobacco Tax and Trade Bureau
- June 2014 and August 2016 - FIFA World Cup and Summer Olympic Games...opportunistic events showcasing natonal spirit/cocktail
Sudden Multinational Interest
- October 2007 - Bacardi, US$14 million minority stake investment into Leblon Cachaça
- August 2011 - Campari, US$26 million acquisition of Sagatiba Cachaça
- May 2012 - Diageo, US$469 million acquisition of Ypióca Cachaça
- July 2015 - Bacardi acquires Leblon Holdings LLC and its LEBLON® cachaça brand
COMPETITIVE ADVANTAGES
We see tremendous potential to generate a fresh demand with our new brand by combining recognizable opportunities with a myriad of untapped potentials. This will separate out Caiacana from prospective competition within a growing segment.
Four key factors will distinguish our brand:
1. Authenticity
We see an unprecedented opportunity to educate audiences about “true cachaça.” A “true cachaça” is not overly distilled or overly aged; the spirit should not be allowed to set in casks other than those of Brazilian hardwoods. Furthermore, “true cachaça” does not contain additives, such as raw sugar, plants, roots, herbs, fruits, or artificial substances to accelerate, condense, or modify processes and results. As the spirit continues to grow in new markets, people become more product-conscious, and their curiosity gravitates to authentically produced cachaça over the more superficial and industrialized lines.
2. Sustainability
Everything about our product is handmade and eco-friendly:
3. Quality
As a result of offering a high-end unadulterated spirit, we will establish our product as a genuine premium cachaça. Our cachaça has a distinctive taste for sipping, maintaining a high blendability for the ideal caipirinha.
The majority of artisan cachaça distilleries that offer a “true cachaça” are not positioned to enter the international market. Around 95 percent of these small artisan distilleries cannot produce adequate volumes, do not have the required permits or do not possess the necessary marketing skills and resources to be successful outside their own region. If these small traditional stills want to compete, they need to blend their batches with neighboring produced batches and, in turn, risk quality, consistency, and distinction. Our apporach will allow us to circumvent these obstacles.
4. Marketing
Through branding/marketing, we will take advantage of untapped opportunities to generate product sales by inspiring a new fascination with certain aspects of the Brazilian culture. Details ahead.
1. Authenticity
We see an unprecedented opportunity to educate audiences about “true cachaça.” A “true cachaça” is not overly distilled or overly aged; the spirit should not be allowed to set in casks other than those of Brazilian hardwoods. Furthermore, “true cachaça” does not contain additives, such as raw sugar, plants, roots, herbs, fruits, or artificial substances to accelerate, condense, or modify processes and results. As the spirit continues to grow in new markets, people become more product-conscious, and their curiosity gravitates to authentically produced cachaça over the more superficial and industrialized lines.
2. Sustainability
Everything about our product is handmade and eco-friendly:
- Sugarcane is single-sourced at the farm/distillery and grown without pesticides
- Eco-friendly land-use/farming practices are used to prevent forest encroachment
- Discarded bagasse (fibrous matter) of the sugarcane is either burned for fuel in a steam boiler that heats the still, and/or used as a natural fertilizer in the cane fields
- Barrels are from reclaimed Brazilian hardwoods
- Signature bottles are handmade with recycled glass from Curitiba, Brazil
3. Quality
As a result of offering a high-end unadulterated spirit, we will establish our product as a genuine premium cachaça. Our cachaça has a distinctive taste for sipping, maintaining a high blendability for the ideal caipirinha.
The majority of artisan cachaça distilleries that offer a “true cachaça” are not positioned to enter the international market. Around 95 percent of these small artisan distilleries cannot produce adequate volumes, do not have the required permits or do not possess the necessary marketing skills and resources to be successful outside their own region. If these small traditional stills want to compete, they need to blend their batches with neighboring produced batches and, in turn, risk quality, consistency, and distinction. Our apporach will allow us to circumvent these obstacles.
4. Marketing
Through branding/marketing, we will take advantage of untapped opportunities to generate product sales by inspiring a new fascination with certain aspects of the Brazilian culture. Details ahead.