How cachaça is working to spread its wings – Category Intel

Like baijiu in China and soju in Korea, Brazilian cachaça is a massively popular spirit that is little known, and even less sold, outside its home territory. Or as brazilianfarmers.com puts it: “This national spirit is to Brazil what tequila is to Mexico, what vodka is to Russia and what bourbon is to the US.”Whereas these three national spirits have been in growth mode for many years, and remain so to varying degrees today, sales of cachaça - a spirit distilled from freshly-fermented sugarcane juice - have largely stalled in its domestic market, with little prospect for reignit