A closer and a slow but pervasive trend of premiumisation can be spotted, slowly redefining the category by challenging old prejudices and adding incremental value. Despite a 6.2% value decline in 2013, the cachaça category has grown by US$2.2bn in the last five years, a staggering increase of over 2,500%. “There’s a lot of opportunity for cachaça in terms of value growth,” adds Malandrakis. “But the only hope for volume growth is that it merely stabilizes at this stage.”
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgPN694UzC6-hQsvkbMIhRa-0dqDpwIlqasEhUpNJ5mc_ltRveSGz4MOo6pDNUu9KK0zmIW8PuhGMgH_jstQcTrtvfu8mR8PzMuD2lIino8Zjs0-Zvgrn6zawdIaKAAlMIjTmD0JQ477Ok2/s1600/Cachaca+1cc.jpg)
“Diageo
saw an opportunity to form an alliance in Brazil,” says Daan Dekroon, export
director for Ypióca. “The company chose a brand which has high-quality liquid
and is versatile. We do not want to be seen as the poor man’s drink; we want to
premiumize the category in terms of taste and packaging. We have a vision to do
something different with Ypióca.”
Read More at http://www.thespiritsbusiness.com/2014/10/cachaca-now-more-aspirational-and-sophisticated/
Life is really good on a hot afternoon at the lake or at sea sipping on a nice Caiparinha made with a fine premium cachaca.
Bahama Bob's Caiparinha
Squeeze a fresh lime half into a rocks glass filled with ice, add sweetener and Cachaca. Shake until chilled and strain back into a rocks glass rimmed with sugar in the raw and filled with fresh ice, add a splash of club soda. Garnish with a lime wheel.