No, Brazil?s top destination Rio did not transpose itself across to India?s metros this week, but those attending a series of events liberally dosed with samba, capoeira, and cachaca may well be excused from thinking so.
The catalyst for the spark ? the arrival of Brazil?s traditional white spirit ? with the arrival of the first cachaca company in India. Launched with a series of events in India?s metros, this spirit, like tequila, is in a category of its own, defined by its geographical identity.
The head of the company bringing the drink to India, Diva Distilleries, Cintia Cardoso de Souza says, ?the drink is aimed primarily at the party-regular.? She also admits that it will have to create a market for itself. ?Both Brazil and India are countries of joy. They like extended celebrations, whether it is the weddings here or the carnival there,? she says as a reason for the potential of the drink to be popular here.
The drink will be distributed in India by Aspri Wines, whose head, Arun Kumar says the drink will be made available at leading top-end retail outlets, hotel bars and pubs across the country.
Incidentally, India will be the first country in Asia where this brand is being launched. Currently, of Brazil?s total export market of cachaca, valued at $1billion, Germany is the largest importer, where it has been voted the top drink for the last three years, says Mauro Federici of IndiaBras, the Indo-Brazilian chamber of Commerce, who facilitated the arrival of the drink in India.
?We also plan to take the drink to other Asian countries like Singapore, China, Dubai and Sri Lanka, but India is the base in Asia,? says de Souza.
Cachaca, based on distilled sugarcane, had its origins in the 16th century. Available today in a wide range of choices, the alcohol content in a premium range spirit like Diva Cachaca ranges from 38-42%.
Versatile, it can be consumed as a shot, but is also used widely in cocktails as well as to cook and marinate. Desserts are also spiked with it.
And given that they cannot advertise, for awareness, they are banking on cocktails to create the market, publicity by word of mouth, and parties like the ones this week. And given the initial response, which has left everyone involved grinning, the party is getting set to roll.
1 slice ripe kiwifruit
2 red plums, crushed
1 measure cachaca (50ml)
? tbsp sugar
4 icecubes
In a cocktail shaker combine all ingredients and shake vigorously