Brasilian Cachaça Eyes Global Domination
CACHAÇA is a hulking heavyweight of a category. At about a billion nine-litre case sales a year it dwarfs the likes of gin, tequila and cognac (Euromonitor International). And, contrary to popular belief, Brazil’s national spirit more than keeps apace with production of rum in the whole of Latin America. Yet, despite its almighty scale, cachaça is a domestic deity. A lopsided 99% of consumption of the sugarcane spirit happens under the sunny skies of Brazil. Where cachaça is concerned, international markets remain largely in the dark.