Brazil’s National Spirit: Cachaça

Fueled by the 2014 FIFA World Cup, the sales of Brazil’s national spirit, Cachaça, surged dramatically, elevating the Caipirinha to become one of the world’s most popular tropical cocktails! This boom mirrored the success seen in 1970 when the FIFA World Cup was held in Mexico; the intense matches significantly boosted the sales of Mexico’s national spirit, Tequila, introducing it to a wider global audience.

During the World Cup in Mexico, Tequila and the iconic Margarita cocktail gained immense popularity. Similarly, during the Olympic Games hosted by Australia, Australian wines became ubiquitous. The economic benefits from these large international sporting events were mirrored in Cachaça's success during the 2014 FIFA World Cup.

In the months surrounding the 2014 World Cup, Cachaça experienced an explosive growth in sales, even in the U.S. and Europe, prompting Cachaça brands to allocate more budget to marketing for increased visibility. This trend continued, with Cachaça and the Caipirinha captivating global audiences during the 2016 Rio Olympics.

Before gaining this attention from the global sports audience, Cachaça had been experiencing a decline in sales due to the growing popularity of newer spirits among younger consumers—vodka, gin, and whiskey. While these events certainly brought attention to Brazil and its traditions, Cachaça brands were cautious about being solely defined as a "football drink," as it could narrow its appeal.

The Origins of Cachaça

There are various theories about the origins of Cachaça, but the most widely accepted story is that Portuguese settlers on the Madeira Islands distilled fermented sugarcane juice. The natural fermentation process varied with temperature, and the foam produced at the top of the distillation process was named “cagaça,” which evolved into Cachaça.

Another account states that the first batch of Cachaça was produced in 1532 in São Vicente, home to Brazil’s first sugarcane plantation, after Portuguese settlers learned distillation techniques from the Arabs and applied them to sugarcane.

Initially, Cachaça was intended as a drink for slaves, but its unique flavor eventually won over the entire nation, turning it into a beloved national beverage. In 1996, Brazilian President Fernando Henrique Cardoso even enacted a law officially declaring Cachaça as a representative product of Brazil. By 2012, it was recognized as a valuable part of Brazil's historical and cultural heritage.

Brazil’s Signature Cocktail: Caipirinha

No discussion of this iconic Brazilian spirit would be complete without mentioning the Caipirinha, a cocktail made with Cachaça, fresh lime, and sugar.

The term “Caipirinha” literally translates to “little countryside drink” in Portuguese. While there is no definitive documentation of when this cocktail was first invented, it is believed that workers in sugarcane fields drank it to boost their energy during work. Another popular theory is that slave traders mixed Cachaça, fresh lime, and sugar as a remedy for scurvy, which later evolved into the Caipirinha.

Caipirinha Recipe:

• Half a lime (cut into wedges)
• Two teaspoons of sugar
• 2 oz Cachaça

Place the lime wedges in a glass, add the sugar, and muddle until well-mixed to balance the tart and sweet flavors. Pour in the Cachaça and stir well.

Unlike rum, which undergoes a filtering process, Cachaça retains many natural impurities and flavors from the sugarcane juice. This gives it a robust and unique profile, and when paired with fresh fruit, it creates an unparalleled tasting experience. This simple yet flavorful combination has made Caipirinha one of the most beloved tropical cocktails today.