Cachaça – Catching the spirit of Brazil

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Columns, Little Brazil

Cachaça – Catching the spirit of Brazil

By Karla Rensch

Brazilian cachaça, (a distilled spirit made from fermented sugarcane juice), is widely known as a quality alcoholic beverage that has prevailed as an export around the world. In 2017, according to the Brazilian Institute of Cachaça (IBRAC) and the Ministry of Development, Industry and Foreign Trade, the United States is still the main market for Brazilian cachaça, absorbing 17.69 percent of sales abroad. Cachaça exports generated a revenue of $15,810 million, an increase of 13.43 percent in sales compared to the previous year.

On May 2, Baldor, distributor of a wide selection of fresh produce, meat, dairy, organics and other fine products for restaurants, gathered their major buyers from New York and Connecticut, at their annual and most anticipated fair – the Baldor Bite Food Fair 2018. Even though Baldor does not distribute the Brazilian cachaça PITÚ, it invited the company to participate in the fair and introduce its distilled spirit to the public. That invitation proves that PITÚ is a leader in the market.

Lara Carneiro, one of the PITÚ founder’s granddaughters, and responsible for the company’s branding in the United States, says PITÚ is 100 percent from Pernambuco, a state in northeast Brazil. The company was founded in 1938 in Vitória de Santo Antão by her grandfather, Joel Cândido Carneiro, in partnership with Severino Ferrer de Morais and José Ferrer de Morais. The company started small but experienced rapid growth from1948 to date.

PITÚ consolidated its brand from the 1950s-1980s, when the company increased its production, commercialization and participation in the general market. In 1970, the brand’s success led the company to start exporting, primarily to Germany, then all of Europe and later, to the United States.

It was in 1974 that the company industrialized its operations, becoming a pioneer in the market with the launch of cachaça in a metal bottle, consisting of a tin can of brass, which, in 1992, turned into an aluminum can. The company’s expansion continued to advance, and between 1999 and 2001, PITÚ celebrated an incredible benchmark in its exports, with 56 percent of their sales belonging to the world market.

PITÚ continues to visibly grow in the international market in numbers that have made the company the export leader in Germany, which distributes to all of Europe, investing heavily also in the American market. Who can resist a good caipirinha (Brazil’s national cocktail, made with cachaça, sugar and lime)?

To add PITÚ to your restaurant or commercial establishment’s distilled spirit list, request a Caipirinha Bar (tasting) or find places where you can purchase PITÚ for consumption, please email contact@Laracarneiro.

 

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May 23, 2018

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