O processo de internacionalização da cachaça

Abstract

Cachaça, based on its historical context, has a direct link with Brazil, and is identified as the typical Brazilian drink. Since its discovery to the present day, it is consumed and appreciated. Nowadays its consumption is no longer exclusive of the lower classes. In the last few years, it became a consumer product and is appreciated by classes A and B. This change in the profile of the consumer may be related to the increase in the interest of the foreign public in cachaça. With increasing consumption, the Brazilian government launched incentive policies for the production of cachaça, to meet both the demand of the domestic public (aggregating producers and consumers) and the demand of the external public. On the other hand, recognition of the drink as a typical and unique product of Brazil was fundamental to its internationalization process. Cachaça, as part of premium distillates, has been increasingly highlighted in the national and international scenarios. Among other factors that help the cachaça internationalization process, we can highlight its recognition as a Brazilian heritage and gentrification of its consumption as factors that are boosting its internationalization process.