Sagatiba spirit hires Saatchis to launch pan-European push

Saatchi & Saatchi has won the pan-European launch of a new Brazilian alcoholic drink Sagatiba without a pitch.

It is understood that the launch will include TV ads, as part of an integrated campaign across Europe.

The new drink is a premium brand of cachaca, a raw sugar-cane alcohol, and is better known as the alcohol base of a caipirinha cocktail.

Cachaca is a popular drink in Brazil, where 1.3 billion litres are consumed every year, but this is the first attempt to introduce it across Europe.

Kevin Dundas, the chief executive of Saatchi & Saatchi, said: "Sagatiba has enormous potential, so we are thrilled to be its partner and launch this new brand throughout Europe."

A media agency has yet to be appointed.

Alex Pinedo, the marketing director of Sagatiba, said: "We are looking for Saatchis to deliver a powerful creative idea in a complex and cluttered market and to create a world-class Brazilian brand. We are confident that it will provide advertising with genuine cut-through."

The Sagatiba brand is owned by the South American company B4.

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