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Subscribers-only extract: Global market review of cachaça - forecasts to 2014

Published in November 2010, this report is fast becoming one of the most popular reports in the last 12 months. The following extract is taken from the Category Overview:

The cachaça (pronounced ka-SHA-sa) category has been widely tipped by industry experts as an up-and-coming international spirits category. Although cachaça’s international progress remains limited to date certainly the category ticks many of the necessary boxes for potential success.

For most, cachaça is closely associated with the Brazilian lifestyle. Brazil is currently trendy and set to become even more so as it is due to host the 2014 Football World Cup and 2016 Summer Olympics. Brazil seems set to be on everybody’s lips over the next few years and leading cachaça producers are hoping that their products will be as well. These high-profile events present one giant sampling opportunity for the cachaça industry.

Leblon president and CEO Steve Luttmann says: “The growth of „Brand Brazil? overall is driving the cachaça category?s growth internationally. This has been a consistent trend, going back ten years ago, in many different industries and categories: fashion, food, culture, sports, etc. It?s been faster in some markets than others, particularly the US and Western Europe.”

This latest report from just-drinks/IWSR analyses the category's drivers, notably:

• Cocktail culture and cachaça's main cocktail, the caipirinha
• How limited its international development is (for now)
• The need for multinational companies to lead the way to expansion
• The substantial premiumisation opportunity
• It reviews the structure of the industry, including distribution

This report is essential reading for all involved with cachaça and the wider spirits sectors.

Publisher: just-drinks.com | Pages: 49
Published: November 2010 | Chapters 3

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