USA Today: Cachaça: It’s the Essence of Brazil in a Bottle
Cachaça: It’s the Essence of Brazil in a Bottle is how USA Today described the new emergence of not only a new spirit, a new cocktail, but also a new category that is emerging in the US. The origins of cachaça in Brazil dating back to the 1500s with no refined and harsh qualites, brands in the US are becoming more refined and palatable. ...”and now that the quality has improved significantly cachaça is now catching on in the USA at fashionable waterholes and upscale eateries”.
“People always want different and better” says Leblon president Steve Luttmann, whose New York Headquartered company entered in the US market in 2006. “In spirits, there’s are trend for super premiums. We’re experiencing vodka fatigue; people are moving over to cachaça and rum. It’s a cultural phenomenon that has a strong Latin undercurrent”.
