Business

How Cachaça became a brand of Brazil

brazilian cachaça spirit drink exports
Brazilian Cachaça

Whether you’re in the U.S., Europe, or Asia – any bar worth its salt will serve a caipirinha, the trademark Brazilian mix of lime, sugar, ice… and cachaça. Today, the distilled spirit has become trendy, as people worldwide will embrace anything that carries the label “authentic” or “artisanal.” However, Brazil’s national spirit, made from sugarcane juice, went for decades, or centuries even, relegated to bottom-shelf status.

Due to its low production costs and cheap retail price, cachaça spent centuries as a marginalized drink, stereotyped as alcohol for the lower classes, unable to...

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