Case it44: A case to savor

Client: it44
Brands: Palmeiras & São Paulo FC
Segment: Food & Beverage
Launch Year: 2025

A case to savor

How it44 found in brand licensing and a partnership with São Paulo’s football giants the recipe to win market share and delight fans with its fine liqueurs.

The global fine spirits market

According to Grand View Research, the global liqueur market generated roughly US$ 140 billion in 2023. In Brazil, the spirits market reached R$ 86.9 billion in 2023 (GlobalData), while craft spirits reached US$ 218.6 million and are projected to hit US$ 1.13 billion by 2030.

Licensing in Food & Beverage

According to Licensing International, Food & Beverage accounts for roughly 7% of the nearly US$ 370 billion global licensed merchandise market in 2024—accelerating point-of-sale conversion through emotional connection and collectible packaging.

it44: when technique meets passion

Founded in 2020 by chemical engineer Frederico Bortoluzzi and engineer Natanael Bonicontro in a 44 m² room (hence the name IT44), the distillery won a bronze medal at the World Gin Awards 2022 and expanded into fine liqueurs in Floraí (PR).

it44, Palmeiras & São Paulo: a taste of success

The collaboration yielded two official editions of Dulce de Leche Fine Liqueur in the clubs’ colors, crafted with slow-cooked Moça condensed milk (15% ABV), high-durability glass bottles, and official holographic licensing seals.

Frederico Bortoluzzi — Founder, it44

“I believe that without Destra this licensing project would not have been possible. They introduced us to the São Paulo clubs and handled all the midfield work. Now we can unite the brands and run activations in the clubs’ official stores as well as our own points of sale.”

it44’s success can be yours too

Destra is the best path for your company to reach brands capable of taking your business to the next level. Contact one of our experts to discuss your project.