TITLE

Energy Drink

AUTHOR(S)
Vorasarun, Chaniga
PUB. DATE
May 2007
SOURCE
Forbes Asia;5/21/2007, Vol. 3 Issue 9, p74
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
25257211

 

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