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  • Brazilians want quality as well as quality when it comes to drinks
  • Brazilians want quality as well as quality when it comes to drinks
    Alexandre Ferreira, Creative Commons (2009) ©
REPORT

Brazil explores new drinking heights

When it comes to drinking, Brazilians thirst for quality as well as quantity. They’re consuming more alcoholic drinks than ever, and becoming more adventurous in their choices. As the industry continues to grow, what does the beer – and cachaça – taste like at the top?

Location Brazil

Scope
When it comes to drinking, Brazilians thirst for quality as well as quantity. They’re consuming more alcoholic beverages than ever, but also becoming more adventurous with their choices. Beer, wine, whisky, vodka and cognac are increasingly finding their way into a market once dominated by industrial lager and cachaça – the Brazilian white rum derived from local sugar cane, and caipirinha’s signature ingredient. “Consumers are more sophisticated,” says Humberto Ribeiro, director of specialty beer shop chain Mr. Beer. And as such, he argues, they want more choices. [1]

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