Snoop Dogg |
Cocktails like Caipirinahs that have given the spirit its name, but the spirit has come into its own in the past few years. Premiumization of the spirit has added to the attention that Cachaca is getting these days. It is following in the path of its rum cousin by aging and improving the production process of the spirit to raise itself out of the "redheaded stepchild" image that it had in the past.
"The
cachaça industry has transformed over the last 20 years," says Paulo
Furquim de Azevedo, of São Paulo's Insper business school. The industry
traditionally consisted of family producers in regions such as Paraty in Rio de
Janeiro state or Salinas in Minas Gerais. The consumer's problem was obtaining
information to distinguish premium products from the rest, notes Mr Furquim.
Cuca Fresca Cachaca |
It is my feeling that Snoop Dogg has put himself into a great position to grow along with a product that has really come to life following the 2014 World Cup Championships exposure that brought it to the forefront of the spirits world.
Brazil
has 2,000 producers and 4,000 brands with output of 800m liters per year and
capacity of 1.2bn liters, according to Ibrac, Brazil's cachaça institute. Over
the past two decades, the industry has begun to introduce certification to set
higher standards. Groups of important producers in Paraty and other regions
have established regional certification. Premium products, some of which are
aged for up to 12 years, can cost more than $100.
There are so many really great Cachacas to try, find your favorite and learn to make so many of the cocktails that have brought the Cachaca name to the forefront of the cocktail world. ;o)
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