Palm Beach Cottages & Gardens VISIT OUR NEW SITE:COTTAGES-GARDENS.COM
  
January 2007 Cover
Current Issue

Features
Livable Elegance
Landmark Charm
Coming Up Roses
Paper Art
Language of Luxe
Columns
Antiques
Materialism
Net Worth
Tech Support
Deeds & Don'ts
Wine & Spirits
Departments
Editor's Letter
Out of the Box
Verdant Living
Fabric
Calendar
Parties
Meet the Designer
Archive


ASID Industry Partner

January 2007


WINES & SPIRITS

Samba Juice
by Baroness Sheri de Borchgrave
Photograph by Boru O'Brien O'Connell

BRAZIL'S CACHAÇA STORMS THE LIQUOR SCENE

[Image]

Since the early '90s, when a successful marketing blitz by Absolut helped launch the mania for super-premium vodka, other spirits have been struggling to emerge from vodka's shadow. New high-end rums, gins and tequilas have all taken a stab at knocking off vodka's crown, but the clear odorless liquid remains by far the world's most popular spirit. And now comes the latest contender on the international stage: the Brazilian bombshell cachaça, which this year began making inroads on the American bar scene.

Selling the erotically charged, fast and furious Brazilian lifestyle, the new super-premium cachaças are walking a promotional tightrope, portraying themselves as both a party drink and high-end connoisseur's tipple. Award-winning Leblon, in a sleek bottle in shades of rainforest green, launched an ad campaign portraying Brazilian beauties on Copacabana Beach. Competing cachaça Cabana also channels fun in the sun in its azure blue bottle design. Meanwhile, Boca Loca, a third new player on the American market, seeks to stand apart from the others by playing up its artisanal, handcrafted roots. This unblended cachaça, branded especially for the American market, uses only hand-harvested sugar cane from a single plantation. Still, the Brazilian party is never too far off in the distance—Boca Loca's ad campaign pictures local women in scant Carnaval costumes. The brand's website even features a bare Brazilian bottom.




ENJOY GREAT DESIGN

READ OUR BLOGS!

CONNECT ON
FACEBOOK & TWITTER

GET ON THE LIST!

AT THE NEW
COTTAGES-GARDENS.COM