Sagatiba Films

After Oprah endorsed açai — the Amazonian berry that’s making a sensation on the grocery aisles and likely in your tummies in your part of the world right now — it was only inevitable that cachaça, the Brazilian rum made from sugar cane and the main happiness ingredient in a caipirinha cocktail, would follow. Brazilian cachaça maker Sagatiba is one of the first companies making a pointed foray into the U.S. market and are bringing the contagious fever that is Brazilian culture with it: art, music, fashion and even culinary. I want to point you to their website, which gets two superb street artists on board, Flip and Bruno 9li, starring in their own short movies about their work. They’re super insightful, inspiring, and as a marketing strategy, seem like the authority on Brazilian culture within their market. Sagatiba might have hit it on the head. As great as the whole idea is, am I the only one who finds it curious that a street artist would lend his name to an alcohol company? Are these artists any different than, say, an Inc. partnering with another Co.? Is this a new proposal that Brazil is opening for other artists? Send in your comments.