Novo Fogo Makes a Buzz
Cocktails on the BREAD Tour
We supported SOFI TUKKER’s North American tour with cocktails party along their path of performances. In eleven cities across the country, we hosted epic parties before or after the band’s concert, at a nearby venue. We entertained cocktail-enthusiasts and SOFI TUKKER fans with world-class cocktails (alcoholic and non-alcoholic), Brazilian breads, and live entertainment, including SOFI TUKKER’s opening artist along the tour, DJ CAROLA, at all afterparties.
Each party along the “Cocktails on the BREAD Tour’ was joined by Netflix’s Drink Masters celebrity bartenders Kate Gerwin (66K followers), Kapri Robinson (17k followers), Meredith Barry (9k followers), and Suzu (54k followers). Each bartender created five cocktails, including one non-alcoholic cocktail using our Sparkling Organic Mate Tea, to showcase at the venues along each stop.
The “Cocktails on the BREAD Tour” was also a commitment to raising money for industry professionals affected by Hurricane Helene. Together with the bars that hosted our events across the country, we raised money for the NC Hospitality Workers Relief Fund.
Watch the Austin pre-funk recap video.
Watch the Brooklyn afterparty recap video.
Watch the Austin pre-funk recap video.
Watch the Brooklyn afterparty recap video.
Cocktails on the BREAD Tour
We supported SOFI TUKKER‘s North American tour with cocktails party along their path of performances. In eleven cities across the country, we hosted epic parties before or after the band’s concert, at a nearby venue. We entertained cocktail-enthusiasts and SOFI TUKKER fans with world-class cocktails (alcoholic and non-alcoholic), Brazilian breads, and live entertainment, including SOFI TUKKER’s opening artist along the tour, DJ CAROLA, at all afterparties.
Each party along the “Cocktails on the BREAD Tour’ was joined by Netflix’s Drink Masters celebrity bartenders Kate Gerwin (66K followers), Kapri Robinson (17k followers), Meredith Barry (9k followers), and Suzu (54k followers). Each bartender created five cocktails, including one non-alcoholic cocktail using our Sparkling Organic Mate Tea, to showcase at the venues along each stop.
The “Cocktails on the BREAD Tour” was also a commitment to raising money for industry professionals affected by Hurricane Helene. Together with the bars that hosted our events across the country, we raised money for the NC Hospitality Workers Relief Fund.
Novo Fogo in the green room and at their post-show “press conferences,” which are set to a backdrop that features our logo.
sofi tukker’s ‘bread’ album tour
To accompany the release of their latest album, BREAD, Novo Fogo’s equity partner SOFI TUKKER embarked on a seven-week North American tour this fall, making 25 stops and playing at arenas like Red Rocks Amphitheater in Colorado, The Torch at the Los Angeles Coliseum, and WaMu Theater in Seattle, where the venue sold out of Novo Fogo canned cocktails before SOFI TUKKER took the stage. Their live sets are accompanied by Bob’s Dance Shop performative dancers, who have been gaining traction over the last several years for bringing energy to stages all over the world.
SOFI TUKKER is donating $1 per ticket sold on this tour to our reforestation project, The Un-Endangered Forest™, for which they are on the steering committee.
The band integrated an illuminated bottle of Novo Fogo Passion Fruit Cachaça into their dance routine for their song “Perfect Someone.”
sofi tukker’s ‘bread’ album tour
To accompany the release of their latest album, BREAD, Novo Fogo’s equity partner SOFI TUKKER embarked on a seven-week North American tour this fall, making 25 stops and playing at arenas like Red Rocks Amphitheater in Colorado, The Torch at the Los Angeles Coliseum, and WaMu Theater in Seattle, where they sold out of Novo Fogo cans before SOFI TUKKER took the stage. Their live sets are accompanied by Bob’s Dance Shop performative dancers, who have been gaining traction over the last several years for bringing energy to stages all over the world.
SOFI TUKKER is donating $1 per ticket sold on this tour to our reforestation project, The Un-Endangered Forest™, for which they are on the steering committee.
Novo Fogo in the green room and at their post-show “press conferences,” which are set to a backdrop that features our logo.
The band integrated an illuminated bottle of Novo Fogo Passion Fruit Cachaça into their dance routine for their song “Perfect Someone.”
The Bobs Live Show in Hollywood
“The Bobs” Bring The Fire Wherever They Go
Bob’s Dance Shop is a group of dancers known for their joyful “flash bobs,” interactive live shows, and their partnership with SOFI TUKKER. They have been recognized by The New York Times as world-class vibe curators and have millions of followers on Instagram and TikTok. “The Bobs” are friends and supporters of Novo Fogo and we frequently collaborate on Novo Fogo integration into their performances. Watch the Flash Bob we organized together during Tales of the Cocktail in New Orleans (1.7M views on Instagram and 5.7M views on TikTok) and highlights from their last live show, featuring heavy Novo Fogo integration.
Novo Fogo’s Flash Bob at Tales of the Cocktail
The Intersection of Integrity and Joy
How Novo Fogo Cachaça and SOFI TUKKER came together to strengthen an established spirits brand.
Celebrity liquor brands are common these days, with actors, artists, and athletes often starting projects as founders and building their new brands around their own personal interests. But when an established brand brings a celebrity into their fold, the intersection is more difficult, with many aspects of the relationship designed around their economic weight. Novo Fogo Cachaça, a passionate advocate for sustainable practices in the spirits industry, found its kindred spirits in SOFI TUKKER, a multi-Grammy nominated dance music duo with a global audience. The brand and the band recognized that they shared the same multi-cultural inspiration, values, and objectives, and struck a partnership that goes beyond the numbers. In this video, Novo Fogo founder and CEO Dragos Axinte talks candidly with Sophie Hawley-Weld and Tucker Halpern about their common higher calling, how the partnership got started, and the work and evolution they accomplished in their first year together.
THIRST with Shay Mitchell
On the new HBO MAX series, Shay Mitchell explores the national beverages of South American countries. In Episode 4, she visits Brazil to sample the best beer, wine, and of course, cachaça. She visits the Novo Fogo distillery in Morretes and tours the ins and outs of what makes us unique, including spending time in EKÖA Park, the starting point for the trees we plant with The Un-Endangered Forest Project™.
Shay Mitchell is best known for her part in the popular television series “Pretty Little Liars” and has 36M followers on Instagram.
Look out for Novo Fogo bottles in the official Jacaré music video.
SOFI TUKKER Releases Their Third Album, BREAD
In late August, Sophie Hawley-Weld and Tucker Halpern released their ten-song album with a debut on Good Morning America. The collection of songs includes features from MC Bola, Channel Tres, and Kah-Lo.
BBL party in Los Angeles
There Is No BAILE FUNK Party Without Novo Fogo
Brazilian baile funk is a strong new vibe entering North American dance clubs and the underground party scene. It’s a music and dance style originating in the favelas of Rio de Janeiro that has grown beyond Brazil, in great part due to the success of its international steward, Brazilian superstar Anitta.
Novo Fogo is quickly becoming an attraction in the baile funk world, as Brazilian dancers have embraced our brand and are sharing it with their entourage. Their world is full of happiness, diversity, and energy, and their vibe spreads effortlessly; they are a perfect platform for Novo Fogo’s own trails of discovery. Take a look at highlights from a couple of baile funk dance parties in Los Angeles and San Francisco.
Brazilian drag queen party in San Francisco
Lui Fernandes: Cachaça Ambassador and Novo Fogo’s #1 Fan
Lui owns Ember and Alma, a Brazilian restaurant and bar in the Boston area. But he is best known for his social media and YouTube videos, in which he offers his unfettered spirit reviews and entertaining cocktail recipes. Lui (417K followers) is our biggest fan (unpaid!) and created many videos about our products and brand… plus that epic rave in the jungle that we threw with SOFI TUKKER at our distillery.
Novo Fogo Green Boxes
It’s hard to encapsulate all of our work into a mailable box, but we tried anyway. Our green box includes a 750 ml bottle of cachaça (any choice), four 50 ml samples of other expressions, and one can of each of our Brazilian Organic Cocktails and Sparkling Mate Teas. The paperology gives a summary view of our company, our reforestation project, and the environmentally-conscious practices we put into our business and making of the box itself.
Alessandra Ambrosio is among those who have shared their unboxing videos, along nightclub titans Jason Strauss (TAO Group) and David Grutman (GROOT Hospitality). But the Most Entertaining Unboxing Video award goes to Boom Boom Bay Area!
Novo Fogo Green Boxes
It’s hard to encapsulate all of our work into a mailable box, but we tried anyway. Our green box includes a 750 ml bottle of cachaça (any choice), four 50 ml samples of other expressions, and one can of each of our Brazilian Organic Cocktails and Sparkling Mate Teas. The paperology gives a summary view of our company, our reforestation project, and the environmentally-conscious practices we put into our business and making of the box itself.
Alessandra Ambrosio is among those who have shared their unboxing videos, along nightclub titans Jason Strauss (TAO Group) and David Grutman (GROOT Hospitality). But the Most Entertaining Unboxing Video award goes to Boom Boom Bay Area!
Nogo Fogo at OMNIA Nightclub
OMNIA Nightclub in Las Vegas is one of the largest, most popular, and successful nightclubs in the world. Our Brazilian Organic Cocktails and DRINKEE Passion Fruit Cachaça were originally featured only during SOFI TUKKER’s DJ sets but are now available year-round. Watch the highlight video to see what it’s like to be part of a SOFI TUKKER DJ set at Omnia!
NOVO FOGO AT TAO BEACH DAY CLUB
TAO Day Beach Club has been our biggest boom to Las Vegas sales from the beginning of summer season 2024. Featuring Novo Fogo products on the regular menu, the party really hits up on days when SOFI TUKKER plays their DJ sets. The success at this club paved the way for more menu placements at Marquee Day Club and OMNIA Nightclub. Watch the highlight video to see what it’s like to be part of a SOFI TUKKER DJ set at TAO Beach!
Kate Gerwin on Free Spirit
Free Spirit: A Toast to Every City is Kate Gerwin’s ode to bars across the United States that represent the core of each city’s culture. In the New Orleans episode, she explores old traditions and combines classic flavors with new twists. At Cane and Table, she makes a hot tea cocktail with DRINKEE Passion Fruit Cachaça.
Kate Gerwin is one of the most decorated and respected bar professionals in the USA and a finalist of the Netflix show DRINK MASTERS. Our collaborative post gained attraction for both of our audiences.
Anders Erickson Explains Our Favorite Cocktail, the Rabo de Galo
Popular cocktail YouTuber Anders Erickson (552K subscribers) takes a close look at Brazil’s other famous cocktail, The Rabo de Galo. Literally translated as “tail of the Rooster” (i.e. “cocktail”), this is Brazil’s version of the classic Manhattan. It is often enjoyed as a 50/50 mixture of cachaça and sweet red vermouth; in the city of São Paolo, Cynar replaces or adds to the vermouth. We like Anders’ perspective on this cocktail (and his use of the Novo Fogo Barrel Aged Cachaça) and we think you should give this a look.
Música
This Amazon Original movie features Brazilian-American musician, director, and actor Rudy Mancuso (16M followers) and actress Camila Mendes (24M followers) as they discover music, love, and Brazilian culture in New Jersey. Their love for Caipirinhas becomes a theme throughout the movie, and you’ll catch the Novo Fogo bottle in various scenes. (P.S. We didn’t pay for this!)
Interview on The Manual
Novo Fogo was the main focus of The Manual’s story “Bring the Party, Save the Rainforest with Novo Fogo’s Organic Cachaça.” In this article and video, The Manual’s Dan Gaul interviews our Sr. Director of Marketing, Luke McKinley, in a fun and informative collection of Novo Fogo highlights.
Colleen Hughes on WGTV
For National Rum Day on WBTV, College Hughes of Growler’s Pour House in North Carolina took the time to speak about rum’s cool cousin, cachaça. She goes on live TV to demonstrate how to make the perfect caipirinha.
Colleen Hughes won our Chilled Competition in 2022 and visited the Novo Fogo distillery with us in 2023.
SOFI TUKKER Visits Morretes
Shortly after the launch of our partnership, the band visited our home town in Brazil, Morretes. Watch this short video to learn about their immersion of all things Novo Fogo.
