Energy Drink

Vorasarun, Chaniga
May 2007
Forbes Asia;5/21/2007, Vol. 3 Issue 9, p74
The article deals with the marketing of the caipirinha from Leblon Holdings. Leblon chief executive officer Steven Luttman determined to dress up the caipirinha by convincing barkeeps and drinkers in the U.S. that Leblon is worth $30 for a 750 milliliter bottle. Luttmann promotes his cachaça as smoother and more refined than less expensive rivals.


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