Cachaça is showed to tourists during the World Cup in Recife

29/06/2014 - 16:14
Project "Copa Cachaça" promotes tasting distillate in hotels where the teams are hosted from the FIFA 2014 World Cup

Cecilia Sá Pereira/Secopa-PE#It is estimated that the Brazilian cachaça was created almost 500 years ago in the plantations of Brazil, inspired in part by the Portuguese distillation technique from blurs the grape. However, the first distillate of the Americas, which came even before the Mexican tequila and Peruvian pisco, still lacks due recognition. Taking advantage of the passage of foreign tourists during the 2014 FIFA World Cup in Recife, the Pernambuco Association of Producers of Sugarcane and Rapadura (APAR) had promoted tasting drink in hotels, bars and restaurants to increase sales in this market.

In operation since last year for the FIFA Confederations Cup in Recife, the project "Copa Cachaça" is a partnership between the APAR, Sebrae, the Agency for the Development of Pernambuco / State Government (Diper AD) and the Federation of Industries of the State Pernambuco (Fiepe). Involved with a team of 30 people, including developers, engineers and responsible for logistics, the action has three booths at the Golden Tulip Recife Palace and Mar Hotel, which is hosting football delegations who is playing in Pernambuco Arena. This operation is also in Atlante Plaza, which receives international guests and the delegation of FIFA.

The tasting involves nine brands of cachaça, each with a different portfolio including white, aged or mixed drinks, all produced in Pernambuco. In action with tourists, the famous caipirinhas are prepared (with lemon, sugar and ice) and informational materials delivered in trilingual version. The promotion team also worked with Mexican Ship with 3500 passengers that recently left the Maritime Passenger Terminal at the Port of Recife.

"We produce 800 million liters of rum per year in Brazil. But only 1.3% of this total is exported. It is necessary to expand the recognition of cachaça. Tourists are proving very interested, and acceptance have been 100%. Everything is great, "said Margaret Rezende, executive director and president of the APAR sectoral chamber to discuss the needs of the sector.

Alongside the action on hotels, promoters of cachaça are also making visits to bars and restaurants in Recife on weekend nights to make the disclosure not only to customers but also to the owners of the establishments. The project conducts training on how to serve the drinks and harmonize targeting audience waiters, managers and maîtres.

"Internally, cachaça has a strong market, but it is still necessary to break the prejudice. Just as the French have the champagne; Scots, whiskey; and Mexicans, tequila, we also have our drink. With drinking responsibly, we can be proud of it, "Margaret argued.


As said sociologist Gilberto Freyre, cachaça "comes from the older days of Brazil." There are no accurate records of their origin. But scholars state that it probably appeared between the years 1516 and 1532, in plantations of Pernambuco or Sao Paulo.

The largest producing cachaça from Brazil comes from Sao Paulo, followed by Pernambuco. The biggest foreign buyers include Germany and the United States. In 2001, through Decree 4,062, cachaça was recognized as Geographical Indication of Brazil.

On April 11, 2013, the U.S. Government began to recognize cachaça as a Brazilian product, from a decree published in the same year. The recognition is part of the bilateral agreement between the governments of Brazil and the United States, signed in April 2012.

Since 2000, the United States classified cachaça as rum and required that were stated in the product label the phrase "Brazilian rum", bringing costs to producers, and undermine efforts to promote the product as a typical Brazilian drink.

Colombia also acknowledged, in August 2012, through a cooperative agreement, the drink. The next step will be to promote the expansion to European Union. A regulatory council of cachaça is in the documentation phase in Brasilia to be approved and to ensure more space to the distillate in foreign market.

Source: Open Media Centre - Recife

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