The launching of the rare Santo Grau engenho-type cachaças.

How to create buzz around one of the year’s greatest innovations in the premium cachaça segment?

In order to advertise the launching of Santo Grau’s Rare Engenho-type Cachaças, which are aged in Sherry wine barrels imported from Spain, we invited influencers that specialize in the subject to discover this new cachaça in one of Brazil’s most traditional sugarcane mills. The campaign started off with a series of teasers on online and offline media, highlighting the label-less bottles.

We then took a select group of journalists, representatives of the Cúpula da Cachaça and content creators for a trip to the Itirapuã traditional Brazilian sugarcane mill, which has been operating since 1860 at the farm where the cachaça is made.

After seeing all the details of the cachaça-making process and ageing, the guests had the opportunity to taste the cachaça directly from the casks. Just like Spanish drinks, this cachaça is stored and aged using the Solera system, in which barrels are placed from the ground up. The records reached the public in a documentary-like tone through content on the brand’s and each influencer’s own channels, in addition to online and offline media, OOH and PR support on specialized media. Cheers!