Over a year ago, Booze Muse published an article about the uphill battle that cachaça was fighting with The United States Alcohol and Tobacco Tax and Trade Bureau over the commercial name of their national spirit. The liquor was labeled “Brazilian Rum,” to the detriment and embarrassment of fans, connoisseurs and producers, who argued that although cachaça bore some resemblance to the Caribbean favorite, the denomination was, as Leblon’s Steve Luttmann, stated then, misleading to say the least. “The issue is when consumers read ‘Brazilian rum’ on the label, they expect it to taste like rum,” he said. “Consumers taste it and find out that it really isn’t rum, and this creates a lot of consumer confusion.” Both liquors originate from sugar cane, but rum is distilled from molasses, whereas cachaça is distilled from fresh sugarcane. Read the rest of this entry »
A decade or so ago, the açaí berry was starting to get a lot of attention in Brazil, where many began consuming its pulp in a bowl mixed with granola or other ingredients to benefit from its antioxidant and energetic properties.
Word spread quickly, and soon the fruit—which is taken from palm trees that grow natively in the Amazon region—made its way to the United States market. The first company to exploit it stateside was Sambazon, an American company that specializes in exotic tropical fruit. Açaí has come to be regarded as a “super fruit” that is now featured in dozens of products, going from fruit smoothies to dietary supplements, conditioners and açaí-infused vodkas by Absolut and VeeV—the latter of which is used to make the “Veev a Loca” martini at the Signature Room on Michigan Avenue. Read the rest of this entry »
A decade ago, ordering a caipirinha outside the Brazilian enclaves in South Florida or New York would puzzle most bartenders. However, thanks to the efforts of a dedicated group of producers, the now-ubiquitous cocktail (made with cachaça, lime and muddled sugar) can be ordered in places as diverse as Café Laguardia, Al Primo Canto, Café 28 or Karyn’s on Green.
“Caipirinha has been the object of intense experimentation by bartenders and mixologists in the US,” explains Vicente Ribeiro of Fazenda Soledade in Rio de Janeiro. “A larger variety of fruits have demonstrated cachaça can be as versatile as vodka, albeit with a higher complexity of aromas and flavors.”
“When we started in 2005, awareness was less than one percent of cocktail consumers,” explains Steve Luttmann of Leblon, one of the major premium brands commercialized in the United States. Awareness of cachaça among cocktail consumers is now nearly twenty percent in the major markets (New York, LA, Chicago, San Francisco and Miami). The caipirinha, with thirty-percent awareness, is now one of the top-ten cocktails on menus, and was the fastest-growing cocktail in 2010. Read the rest of this entry »
While living in Brazil, I remember ordering caipirinhas (the famous national cocktail made with muddled lime, sugar and cachaça) at restaurants and bars, and I was hit with the inevitable question: “de cachaça ou de vodka” (“Do you want it made with cachaça or vodka?”).
At the time, I didn’t think much of it. Although I did prefer the spiciness of the Brazilian national spirit, I also often recalled the hangovers I’d get from drinking the (mostly) mass-produced stuff they had there at the time, and most of the time ended up having the drink made from vodka.
The problem is that muddling lime and sugar and adding anything other than cachaça is not a caipirinha, but an imitation (some bars list the alternatives as caipiroska—with vodka—or caipirissima when made with rum). But since the general public was not complaining, they got away with it—until now. Read the rest of this entry »