I'd rather do exactly the opposite. Reduce first, than esterificate.
My reasons are I did this reaction a few times, starting from p-nitrobenzoic acid, that's here in Brazil is cheap and easy to get. The p-amino benzoic
acid produced is very soluble in ethyl alcohol (1g/08 ml alcohol), while p-nitrobenzoic acid don't (1g/110ml alcohol). This way you can effetively
separate the amino species from the nitro species that remains unreduced.
At the end this procedure will afford a much more pure benzocaine than you first esterificate and reduce it later, affording a mixture of ethyl
p-nitrobenzoate and ethyl p-aminobenzoate, which is hard to separate.
And another thing: Nitroarenes with alkyl, halo, phenoxy, carboxilic or carbinol groups attached can be reduced easily not only with tin/SnCl2/HCl,
but with a role of reducing agents like:
a) NiCl2/NaBH4,
b) Fe/HCl,
c) Tin/NH4Br,
d)Fe/acetic acid,
e)(NH4)2SO4/Mg or Al,
f)Fe/CaCl2,
g)Fe/NH4OH,
h)Na2S,
i)Zn/Acetic acid.
EDIT: Chemplayer did exactly the opposite I preach here, in his video on You Tube, and reduced the ethyl p-nitrobenzoate with sodium dithionite which,
I think, it's the worst reducing agent you can use to reduce nitro-arenes, talking in therms of yield. I'm sure his product was highly contaminated
with residual ethyl p-nitrobenzoate unreduced and I don't recommend anyway his method to sinthesize a reazonable pure benzocaine. You can see his
video preparing benzocaine from p-nitrobenzoic acid at his channel at "BitChute Channel", cause now he was banished from you tube.
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